beIN SPORTS

by David Cartlidge (@davidjaca)

"Nobody embodies the values ​​of our club more so than Simeone," said Atletico Madrid president Enrique Cerezo, as he sat next to the man he's tied down until 2020.

Five more years, at least that is the plan, of the Cholo era. In just over three years Simeone has brought home five trophies, this compared to the three in 20 years prior to his arrival. But the renewal, and era in general of Simeone, is not simply about silverware. It's about identity, and indeed, as Cerezo mentioned, values.

Atleti were widely referred to as a joke club, the punchline in the joke made by fans of other clubs. None more so than the team they share the Spanish capital with. Now, the tables have been turned. In the past six games between the teams, Atleti has won four times. Carlo Ancelotti hasn't recorded a single win in that time. 

When Atleti beat Real Madrid in May 2013 for the Copa Del Rey, it was the first time they'd done so since 1999. They followed it up in the September by beating them in league for the first time since that year too. It may not have represented an entire power shift, but it showed this was the beginning of a new era. When Atleti beat Los Blancos again in February of this year, it was the first time in 64 years Atleti had recorded three consecutive victories over their rivals.

Numbers, and records broken, only made possible by Simeone. "Winning is not an aim, it is an attitude," adorned the t-shirts after that Copa win, and they have been wearing them ever since it seems.

Lifted is this feeling of self pity, embarrassment even. When Atleti are looked back upon in 20-30 years, the time before and after Simeone will define the club. Not just in the trophies, but the way he lifted a club from the brink. His first action as manager upon arriving was to hold an Atleti shirt up to the players, look them all in the eye, and said anyone who didn't feel pride or want to play for the colors, could leave.

Soon after, several players left. It would be Simeone's way, or no way at all. Those who have followed, have only become better. Some such as Diego Costa have earned moved to pastures new, others have stayed and developed into world class stars, like Koke. 

Maybe it's he who offers up best the example of what can occur if you follow Cholo. The 23-year-old was in flux in terms of his career at the club, and in danger of being loaned out, potentially forgotten. Simeone took him under his wing, ironed out the flaws and youthful naivety, to form one of the most complete midfielders in football today.

Even with players stripped away from him season after season, Simeone has worked with the likes of Cerezo and Jose Luis Caminero to make Atleti a force a Europe to be feared. No one wants to come to the Calderon anymore. Once a beacon of discontent and nerves, it vibrates once more with all the verve of when Cholo was a player at the club. Once part of a great Atleti team, he has now formed his own.

For Atleti, and Spanish football in general, long may it continue. Simeone has cut down to size the gaps between Atleti and the traditional big two in La Liga. Hard work, sacrifice, determination, dedication. The values upon which this Atleti are built. Not superstars, posing for the media or craving individual accolades. 

When Simeone was overlooked for the World Coach Of The Year of the award of which he deserved, there was not an eyelid batted or crossed word. He got on with his job, working harder than the previous day. The same goes for his pupils such as Diego Godin, also overlooked for awards.

It only motivates them all, and in turn, their energy has reinvigorated Barcelona and Real Madrid. It's given the pair a sharp reminder not to rest on their laurels. It's aslo transferred further down, as you see a team such as Valencia, desperate to be the new Atleti. Los Che's fans want some of that blood, and thunder. They too want to get in on the fight Atleti started.

Simeone still has many more punches to throw from now until 2020. Few will dare to get in his way.