Lionel Messi is not motivated by money as he eyes titles amid uncertainty over his Barcelona future, according to presidential candidate Joan Laporta.
Messi has been heavily linked with Ligue 1 champions Paris Saint-Germain and Premier League giants Manchester City, with his contract expiring at the end of the season.
The record six-time Ballon d'Or winner tried to leave Camp Nou at the start of the 2020-21 campaign before opting to stay.
As doubts remain over Messi following Barcelona's 4-1 rout at the hands of PSG in the first leg of the blockbuster UEFA Champions League last-16 tie on Wednesday, Laporta – one of the remaining candidates in the running for the presidency – remains hopeful of keeping the 33-year-old.
"Giving him affection is very important," Laporta told Sky Sport Italia.
"The love story between Messi and Barcelona is one of the most beautiful stories in football.
"He has to be loved. He deserves it. And he has to be valued with an economic offer that makes him feel valued, but he's not led by money.
"I know him, I have a good relationship with him and a lot of respect.
"He's a winner. What he wants is to win again, with Barcelona. I'm going to do everything I can to keep him.
"Our competitors are state clubs, they are making offers.
"We have to be clear that money doesn't guarantee titles, and Leo is more about winning titles than making money."
Laporta added: "He makes more money than he costs, much more. Messi's cost represents eight percent of the club's total income, while he generates around 30 percent of the income.
"Messi is very profitable for Barcelona, but the most important thing is the emotional return he gives us.
"It's priceless when you ask a young boy or girl who their favourite player is and they immediately say Messi."
Messi's opening goal against PSG was his 20th goal of the season for Barcelona in all competitions – it is the 13th consecutive campaign he has scored 20-plus goals for the club.
The Barca captain has scored in the Champions League in each calendar year since 2005. This run of at least one goal in 17 consecutive years is the joint-longest run in the competition's history alongside Raul (1995-2011).