Gareth Bale broke the world's transfer record when he moved to Madrid in the summer from Tottenham Hotspur for around £85m, and the former Madrid chief believes that Ronaldo and Messi are worth even more than the fee Los Blancos paid for the Welshman.
"Cristiano and Messi are worth much more than €100m," Valdano told Radio Marca. "Bale has got time to prove himself and Madrid is the best place to do so.
"Madrid has needed a solid football strategy for some time, something that is fixed and engraved in the club.
"The football side has been solid and perhaps now is the time for the financial side to give way and allow the playing side to be the most prominent aspect."
Meanwhile, Madrid recently moved to deny reports that Bale has suffered a slipped disc.