IMO, the following passage in the OS article is significant:
During his time at Barcelona, Ferran led and managed the Club’s turnaround from revenues of €123 million and losses of €73million to €308 million revenue and €88 million cumulated profit within five years. He also oversaw some of the biggest commercial and media deals in the industry and devised fan acquisition and relationship models and concepts for real estate development.
I think that gives a significant clue as to why he has been chosen and what his objectives are.