Considered one of the greatest midfielders of his generation, Costa was a classic number 10, who usually played in a creative role as an attacking midfielder behind the strikers, but was also capable of playing as a deep-lying playmaker, as a second striker, or as a winger. A quick, intelligent, and hard-working player, throughout his career, he was renowned for his fine technique, dribbling skills, movement, great vision, and precise passing, which made him an excellent assist provider, and enabled him to create space for his teammates, or orchestrate his teams’ attacking moves. Although he was mainly known to be an unselfish team player, he also possessed an eye for goal from midfield, and was an accurate striker of the ball with both feet, in particular from outside the area. He was also an accurate free kick and penalty taker. Rui Costa was sponsored by American sportswear company Nike and appeared in Nike commercials. In 1996, he starred in a Nike commercial titled “Good vs Evil” in a gladiatorial game set in a Roman amphitheatre. Appearing alongside football players from around the world, including Ronaldo, Paolo Maldini, Eric Cantona, Luís Figo and Patrick Kluivert, they defend “the beautiful game” against a team of demonic warriors, before it culminates with Cantona striking the ball and destroying evil. Rui Costa features in EA Sports’ FIFA football video game series; he was included in the Ultimate Team Legends in FIFA 16. On the following day after his final professional game, Costa was presented as director of football at Benfica, hiring Quique Sánchez Flores as head coach and being responsible for the formation of the team in the next season. During the summer 2008 transfer window, Costa was able – already as director of football – to sign a few well-known players, such as Argentine playmaker Pablo Aimar and bringing in Spanish winger José Antonio Reyes and Honduran striker David Suazo in on loan, thus gaining general praise from both board and fans alike. On the following Summer, Costa further increased his efforts to build a more strengthened Benfica team following a disappointing league campaign in the previous season. He would make several high-profile signings such as Argentine striker Javier Saviola, Brazilian attacking midfielder Ramires and Spanish defensive midfielder Javi García, along with experienced Portuguese manager Jorge Jesus. His major signings would prove to be successful as Benfica would win the Primeira Liga in the 2009–10 season for the first time in five years. Benfica would also win the Taça da Liga in the same season defeating Porto in the final.