http://www.uefa.com/magazine/News/Kind=2048/newsId=51754.html Talks about the new Asian players (Kim Nam Il, Kazu Toda, etc) that signed during the transfer window that just closed. Nothing groundbreaking here - Asians aren't as expensive and they're good for publicity. And the author seems unaware that Nakamura has been playing in Serie A on loan since the summer and Reggina simply exercised the option to purchase Shunsuke's contract. Plus, genuine superstars? National heroes? Hmmm.
The only thing I found wrong about it is that they believe these players are being picked for marketing purposes and THEN for playing ability, where I think it's the other way around. The marketing boost is merely an added bonus.
I think if you go by playing ability, the marketing boost will automatically follow. For example, Chan Ho Park, a baseball pitcher who already has started a MLB All Star game, was nobody when he went to America. No one knew about him until he started to win games with dodgers. Then he had some good years and if you don't know his name (even though you don't follow baseball) you might be suspected as a spy in S.Korea. Anyhow, the point is if you do well in Europe, then people will buy stuff that has your back number in it or your picture for that matter. Being already popular means nothing if you can't perform well.