The relentless love calls from Saudi Arabian clubs for Son Heung-min (33, Tottenham Hotspur) are gradually becoming a reality. However, the timing and manner of the transfer have evolved beyond simple negotiations, entangled intricately with Tottenham's global marketing strategy and emerging as a sensitive issue.

BBC and The Guardian, among other local media, reported on the 17th (Korean time) that "Tottenham's policy is to retain Son Heung-min until the upcoming Asia tour," adding that "after the tour concludes, they plan to open up the possibility of a transfer more seriously."

Tottenham is preparing for an Asia tour in early August that includes a preseason match against Newcastle in Seoul. This tour is central to the marketing and promotional strategy centered around Son Heung-min. Contracts based on Son's participation have already been established with the Korean side, so his departure could lead to a crisis beyond just a simple player vacancy.

BBC stated, "The preseason tour plays a critical role in the club's brand expansion strategy," adding, "Son Heung-min's influence in the Asian market is absolute. His absence could directly result in commercial losses for the club."

However, Tottenham is not in a position to control Son Heung-min's status in the long term. According to TalkSport, at least three clubs in Saudi Arabia, including Al Ahli, Al Nassr, and Al Qadsiah, have prepared to offer Son Heung-min an annual contract worth £26.5 million (49.1 billion won). This amount is one that no European club could realistically manage.

The offers from Saudi Arabia go beyond mere strengthening of the team. Acquiring a global star like Son Heung-min can positively affect various revenue structures, such as expanding broadcasting rights revenue in Korea and other Asian markets, attracting sponsorships, and expanding fandom. There is an underlying perception that he is more than just a ‘player’; he is a significant marketing asset.

Japanese media Sports Hochi reported, "Three Saudi Arabian clubs plan to offer transfer fees of 63.7 billion won and an annual salary of 47.7 billion won to Son Heung-min," revealing specific figures. This is an unprecedented scale for offers directed at an Asian player.

However, there is mixed sentiment among East Asian fans. Responses to the article reveal comments such as, "For someone like Son Heung-min, it's well-deserved," and "It can be understood as a final challenge in his playing career," while skeptical responses include, "Spending 5 billion yen on a player already in decline in the Premier League is excessive."

The Saudi Arabian league is already implementing a strategy targeting 'stars on the verge of retirement' by signing players like Neymar, Benzema, and Mané. If Son Heung-min joins this trend, it is expected to become a turning point for his brand and career.

Since joining Tottenham in 2015, Son Heung-min has appeared in 454 matches, scoring 173 goals and providing 101 assists, making him the fifth all-time leading scorer in the club's history. Starting from 2023, he has taken on the symbolic role of captain, becoming the first Asian to do so.

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