"He's easily the most sought-after Eagle... No player was, or is, as popular as Ben. His appeal is so diverse. Kids want his autograph and photograph. Sponsors want him to sit next to them. They want him to push their product... If Ben's well managed, the sky's the limit for him... They've got to find the balance between his commercial potential and his contribution to the community. The club offers protection, but it's up to Ben what demands he puts himself under."