€30 million per year.
That is the figure often attached to Diego Simeone’s salary at Atlético Madrid. It makes him one of the highest-paid managers in world football. On the surface, it can seem excessive. Two La Liga titles. Two
UEFA Champions League final defeats.
So why does Atlético continue to pay him at that level? The answer lies not in trophies alone, but in value created.
When Simeone took charge in December 2011, Atlético were drifting. They had finished 7th, 9th, 10th and even 12th in the years before. Between 2002 and 2011, they averaged around eighth place in La Liga. Competing with Real Madrid and Barcelona was unrealistic. Stability was fragile.
Under Simeone, that changed completely. Atlético have not finished outside the top four since 2012–13. They have won two league titles, reached two Champions League finals and consistently advanced deep into European competitions. In a league dominated financially and historically by two global giants, that level of consistency is rare. The Argentine manager did not just improve results. He redefined expectations.
The Financial Multiplier Effect
Before 2011, Atlético generated roughly €120m–€150m annually. They relied heavily on domestic television revenue and matchday income from the old Vicente Calderón.
Fast forward to the 2023–24 season and the club posted revenues of €483 million. Broadcasting revenue alone reached €222m. Matchday income hit a record €76m, helped by the move to the Metropolitano in 2017, which expanded capacity and corporate opportunities.
Revenue has more than tripled over a decade. That growth is not accidental. Regular Champions League qualification brings guaranteed income. Deep European runs increase prize money and global exposure. Title races strengthen commercial partnerships. Stability reassures sponsors.
Simeone has delivered all of that.
If a manager costs €30m per year but helps generate hundreds of millions through sustained competitiveness, the salary begins to look less extravagant and more strategic.
Changing the Club’s Market Position
There was a time when Atlético were a stepping stone. Top players arrived, performed well and left for bigger clubs. Today, they compete for elite talent.
The club has broken transfer records, signed established internationals and convinced top players to buy into a demanding project. That shift reflects more than financial power. It reflects credibility.
Players know they will compete for trophies and play in the Champions League under Simeone. In modern football, that assurance carries enormous value.
In an era where managers are dismissed after months, Simeone has led Atlético for more than 14 years. That longevity has allowed a clear identity to develop. His philosophy, often described as “Cholismo”, built a culture of resilience and discipline.
Every managerial change brings uncertainty. New tactics, new recruitment priorities, potential decline in league position. Missing out on Champions League qualification for even one season can cost tens of millions. Sustained presence protects income streams.
Seen this way, Simeone’s salary can be understood as insurance against regression.
Is He Overpaid — or Underpaid?
Critics will argue that two league titles in 15 years do not justify being the highest-paid manager in the world. Compared to Pep Guardiola or Carlo Ancelotti, the trophy count appears modest.
But context matters.
Atlético do not operate with the same financial muscle as Spain’s traditional giants. Breaking a duopoly even once is difficult. Doing it twice, while maintaining top-four consistency for over a decade, is extraordinary.
If Simeone’s leadership helped turn Atlético from a €150m club into a €400m-plus institution, then his €30m salary represents a fraction of the value created.
In strict economic terms, he may not be overpaid at all. He may be one of the best investments in modern football.
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