Joan Laporta believes Lionel Messi is not motivated by money.
The Barcelona presidential candidate outlined how the club might be able to keep him beyond this season.
“Giving him affection is very important,” Laporta told Sky Sport Italia. “The love story between Messi and Barcelona is one of the most beautiful stories in football.
“He has to be loved. He deserves it. And he has to be valued with an economic offer that makes him feel valued, but he’s not led by money. I know him, I have a good relationship with him and a lot of respect.
“He’s a winner. What he wants is to win again, with Barcelona. I’m going to do everything I can to keep him. Our competitors are state clubs, they are making offers. We have to be clear that money doesn’t guarantee titles, and Leo is more about winning titles than making money.”
Laporta added, “He makes more money than he costs, much more. Messi’s cost represents eight percent of the club’s total income, while he generates around 30 percent of the income.
“Messi is very profitable for Barcelona, but the most important thing is the emotional return he gives us. It’s priceless when you ask a young boy or girl who their favourite player is and they immediately say Messi.”