Rui Costa’s recent re-election as president of Portuguese football club Benfica was largely driven by his legendary status as a former player and deep emotional ties with the fanbase, rather than a record of recent on-field success.
The 53-year-old former attacking midfielder, who first took the helm in 2021, secured another mandate despite what the club acknowledged as “relatively scarce” sporting achievements under his leadership.
He is the first major club idol in Portugal to ascend to the presidency, a path more common globally, as seen with figures like Franz Beckenbauer or Michel Platini.
Costa’s unique connection stems from his long history with Benfica, which he joined at eight years old, progressing through its youth ranks. He retired from playing in 2008 after a distinguished career that included a 12-year stint in Italy.
Immediately after retiring, then-President Luís Filipe Vieira appointed Costa as the club’s sporting director, recognizing his prestige and sound judgment for planning and investment. He later became an administrator for the club’s limited company (SAD).
Despite his rise in management, Costa did not pursue a coaching career. He became president first on an interim basis following Vieira’s legal troubles, before being elected in October 2021.
His tenure has seen mixed sporting results, with the club facing significant challenges in the Champions League and struggling to consistently lead Portugal’s Liga against rivals FC Porto and Sporting.
However, fans recall Costa as the “maestro” who accepted an unwanted transfer to Fiorentina in the early 2000s to help bolster the club’s ailing finances. They remember him as “the boy” discovered by legendary player Eusébio, fulfilling a dream by becoming a champion at Benfica.
Born in a Lisbon suburb called Damaia, Costa’s talent was evident from a young age, with Eusébio particularly impressed by his dribbling and shooting.
He completed his youth training at Benfica from 1981 to 1990 and became a senior player between 1991 and 1994, after a loan spell. In 1991, he famously scored the penalty that secured Portugal’s second Under-20 World Cup title against Brazil, played before 120,000 spectators at the old Estádio da Luz.
After winning a Portuguese Cup in 1992-93 and a league title in 1993-94 with Benfica, Costa transferred to Fiorentina for approximately $6.4 million, making it the most expensive transfer that year.
He excelled in Italy, forming a formidable partnership with Gabriel Batistuta at Fiorentina, where he earned the “maestro” nickname. He played 277 official matches, winning two Coppa Italia titles and one Supercoppa.
Costa later moved to AC Milan for a record transfer fee of nearly $39.6 million, playing five seasons and winning the Coppa Italia and Champions League in 2002-03, followed by the league title in 2003-04 and the Supercoppa in 2004.
He also scored 26 goals in 94 games for the Portuguese national team, appearing in the Euro 2004 final as a substitute, which marked his final international match.
Costa returned to Benfica in 2006 for the final two seasons of his playing career, marked by injuries and a lack of collective sporting success. He played 67 games, contributing to his career total of 778 official matches and 115 goals.
As an executive, Costa served as a key lieutenant to Luís Filipe Vieira but managed to distance himself as Vieira faced legal issues, allowing Costa to remain untainted by controversies such as the “Red Card” process.
His leadership as sporting director included successful signings like Pablo Aimar, Javier Saviola, Ramires, and Javi García. He also orchestrated profitable transfers, such as the return of Ángel Di María and the sale of Enzo Fernández to Chelsea for $129.5 million in January 2023.
For his new term, with club finances more stable, Costa aims to achieve annual revenues of $500 million. This strategy seeks to reduce the club’s reliance on selling top players, allowing them to retain talent and prioritize sporting objectives over a “good sales” policy.