Euro 2008: The "Shop Window" Culture of Major International Tournaments

Under the warm climate, Euro 2008 has begun in earnest.

An enthralling top-seeded clash between Holland and Italy suggested that Europe is flourishing on the international stage, with talents bubbling over and above the radar, and certain characters have begun to shine.

But with the transfer market set to commence at the end of the championships, are the Euros becoming a rite of passage of players from mediocrity to five-figure weekly salary caps?

Euro 2008, as with the World Cup, has become a marketplace for talent—especially for the lesser-ranked teams. Already, Luca Modric, the self-styled Croatian playmaker, has already made a reported £16.4 million move to Tottenham Hotspur.

Jose Boswinga, the speedy Portuguese wing-back, has been purchased by Chelsea in a £16.8 million coup.

Two common factors have been associated with the "shop window" players of the tournament:

a) The media

b) Their managers

Both factors play integral parts in whether players will be plying their trades in the highest leagues of Eastern Europe, or under the dazzling lights of the western European leagues.

The media has become a focal point of distraction for managers and players alike.

A good performance will alert the media of their apparent "availability," while a poor performance will lose potential coverage. Their managers, hand-in-hand with the media influences, and indicates their players' intention, availability—and more than anything, their adaptability.

A common trait of foreign imports over the last decade is their ability to adapt to climates. Look at Diego Forlan, once of Manchester United. Forlan scored one goal in a whole EPL season. In the next year, at Villareal, he became Europe's leading scorer and collected the golden boot.

As time allotted for players to settle in is lowered year after year, due to expectation and performance-related contracts, players must perform week-in and week-out, otherwise they will be culled.

It begs the question: In the modern age, does "international quality" surely indicate whether a player is "Champions League" quality, or just a domestic player?