In recent weeks the global media have been invaded by news or just rumors about Chinese billionaires buying controlling stakes in European soccer clubs and acquiring top European players to play in the Chinese Super League.

The latest supposed deal is about buying the majority stake in A.C. Milan, one of the most prestigious and successful European clubs, by Chinese investors. This follows the acquisition of about 70 percent shares of Inter Milan, another leading European club by the Nanjing-based Suning Holding Group. According to some data, since last year Chinese companies have invested more than $1.7 billion in sports, the majority of it in soccer.

For Europeans, this sudden and big appetite of Chinese investors for soccer business has not come as a big surprise because huge Chinese investments have already flowed into other sectors. But soccer is different from technology, fashion brands or company assets. It is part of culture, tradition and education where shortcuts are not allowed.