You will then also be aware that most players are businessmen who are looking to earn as much money as possible, and as such, winning trophies will bring bonuses, etc. If the management's demands are that all competitions be taken seriously, then professionals will respond as such. Of course regular Champions League football is desired; more money in the pocket, more exposure, more potential chance for an agent to find a big move for their client, etc, etc. But winning is a habit that good professionals either have or want, and as such, they will (if managed by an ambitious man) take all competitions as potential winners.