West Ham United manager David Moyes has cited Roma coach Jose Mourinho as an example of how the Conference League is an important competition.
Some teams may look at Europe's third tier competition and think they do not want to go all out to win the tournament.
However, Moyes pointed to Mourinho lifting the trophy a year ago with AS Roma, and then taking the Italian side to the Europa League semi finals this term.
I was fortunate to get to a Champions League quarter-final with Manchester United, lost on penalties in the quarter-final of the Europa League with Everton and last year we reached a semi-final (of the Europa League) here at West Ham," Moyes told reporters as his side prepares to take on AZ Alkmaar in the Conference League semis.
I want to try and take it a couple of steps further, and I would refer back to the serial winner Jose Mourinho who found winning this trophy so special for him and his football club.
If ever I needed someone to show how hard it is, it would be Jose. He treated it as if it was so important, there's no way we're treating it any less than that."
