THE NEW BERNABEU

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The new Bernabeu began to be built in 2019 and is expected to be finished by the end of 2023, the works have been delayed a lot due to the problems that have occurred during these years as the Covid, or as the war in Ukraine (in the latter there was not a halt of the works as with the Covid, but if it influenced the cost of the remodeling of the field was even more expensive, increasing by 200 million euros to the old budget).  

The cost of this new stadium will be around 800 million euros. The inauguration is scheduled for the 2023-2024 season.

With this new stadium, Real Madrid is looking to expand its capacity to about 89,000 spectators. To get a new equipment, to give it a more modern look with a very futuristic and technological exterior, and to be the first major soccer stadium with a great 360º spectator experience.

But apart from all this, what Real Madrid is looking for with the stadium is to gain and expand its annual profits and make the most of the new stadium and thus be able to continue competing with the elite of soccer and basketball, which are the two major sports on which this club is betting.

Real Madrid signed a contract with Legends for the exploitation of the new stadium, the contract signed is that Real Madrid will pocket 360 million for this contract, with a 20-year agreement in which the benefits will be distributed as follows: Real Madrid 70%, Sixth Street 30%. What Real Madrid is looking for with this agreement is for the stadium to be profitable for as many days as possible in order to hold different events, not only soccer, and with this to get a greater benefit from the stadium.

What is Legends?

Legends is a premium experience company that offers 360º services and platforms to clients and partners, and is also dedicated to the exploitation of merchandising and stores inside the stadium. This company specializes in the exploitation of the resources of sports entities. Legends works for large clients from different sectors such as business, sports, universities... . Real Madrid will join with this company as other teams such as the New York Yankees and the Dallas Cowboys, San Antonio Spurs.

Real Madrid defined its partner as follows: "Legends is a premium experience company in merchandising, sales, collaboration, planning, technology and hospitality, which will further develop the relationship with fans and offer a comprehensive and seamless experience in all physical and online points of sale".

What will they do in the stadium?

It will have an interior space for e-sports, with a large 365º scoreboard, It will be a digital Santiago Bernabéu, with new technological advances For example, fans will be able to enjoy on their phones and tablets, from their seats, the club's own content that enriches the experience of live matches, in what is known as a 'second screen.

The museum will be expanded and an interactive area will be set up with users.

It will also have a retractable roof to avoid rain.

Inside this stadium will create space for 5 restaurants, bar, supermarket, in the sports area will host tennis matches, soccer, basketball, etc. It will also enable the space to hold concerts and different types of events, all this will be achieved thanks to the retractable lawn that has 6 trays, where the grass inside the interior of the stadium base, where it will have different types of forms of soccer grass, concerts, basketball, with all this will allow each event can be done quickly at low cost and with the best quality. 

With this, Real Madrid will have an equity value of 8 billion euros. It is estimated that the new field will generate each year an income of 500 million euros per year, thanks to this income and become the best field at a technological level will make Real Madrid one of the best teams in the world and with the new financial fair play will make Real Madrid one of the teams with more money in the world, besides having the largest assets at club level.

With this stadium we are looking for soccer to recover money and the most important thing is to give a 360º customer experience and that the fan feels more united to Real Madrid and also to people outside the world of soccer to give experiences in all the other aspects that I mentioned before, Real Madrid seeks to create community of followers and fans who can enjoy all kinds of events. This will also give a lot of name to the city of Madrid being a great center of attraction for many people from all over the world.

Marketing

With the new stadium, Real Madrid has obtained several sponsors, which will give them income and the brands a lot of visibility as it is a great opportunity to be seen with all the boom of the new stadium. Adidas and Fly Emirates are Real Madrid's two major sponsors. Both, under contract, will continue to be protagonists in the main marketing of the club.

In men's soccer there are a total of 22 sponsors (Nivea, BMW, Ea Sports, Hankook, Mahou, Easy Markets, Hugo Boss, Palladium Hotel, Meatless Farm, Theragun Therabody, Movistar, Liberbank, Playstation, Codere, Sanitas, Coca Cola, Solan de Cabras, Invex Banco, China Citic Bank, Kok Sports, Dua Kelinci and Fonbet).

In women's soccer, barely a year old, there are already 9 brands (Easy Markets, Hugo Boss, Mahou, Theragun Therabody, Meatless Farm, Liberbank, Playstation, Sanitas and Solan de Cabras).

Meanwhile, in basketball there are 10 brands (Mahou, BMW, Movistar, Et Finance, Hugo Boss, Liberbank, Sanitas, Playstation, Coca Cola and Solan de Cabras). These names could increase with the new Bernabéu in operation.

With Adidas, Real Madrid will earn 220 million in total from all the teams, with fly emirates, with the new stadium, it will also double and will earn 100 million. And with the other companies mentioned above, the sum would rise to 600 million euros in revenue from advertising alone, thanks to the new stadium.

With all this, Real Madrid will be placed with the best rate of benefits per year thanks to the stadium and increases in advertising, apart from giving a great value to the city of Madrid. They will also manage to be pioneers in this type of stadium and be able to give their followers one of the greatest interactive experiences between a club and a fan.

References: https://www.nuevoestadiobernabeu.com/, Almodóvar, M. (2022b, octubre 31). Las obras del nuevo Bernabéu pisan el acelerador: turno para la cubierta retráctil. elEconomista.es. https://www.eleconomista.es/actualidad/noticias/12012989/10/22/Las-obras-del-nuevo-Bernabeu-pisan-el-acelerador-turno-para-la-cubierta-retractil.html

Días, C. (2022, 20 mayo). El Real Madrid sella un acuerdo de 360 millones para la explotación del Santiago Bernabéu. Cinco Días. https://cincodias.elpais.com/cincodias/2022/05/19/companias/1652979041_415401.html

Real Madrid C.F. (s. f.). El futuro Santiago Bernabéu | Real Madrid CF. Real Madrid C.F. - Web Oficial. Recuperado 2 de noviembre de 2022, de https://www.realmadrid.com/sobre-el-real-madrid/historia/estadio-santiago-bernabeu/futuro-estadio-santiago-bernabeu Attention Required!

Cloudflare. (s. f.). Recuperado 2 de noviembre de 2022, de https://www.defensacentral.com/real_madrid/1648314995-las-dos-posibles-soluciones-para-el-nuevo-bernabeu-y-sus-palcos-triangulares-hay-3d

Trujillo, I. (2021, 19 noviembre). Kilos de acero, altura, ingresos. . .: todos los secretos del Nuevo Bernabéu en cifras. La Razón. https://www.larazon.es/deportes/futbol/real-madrid/20211119/c7ktw7qbqbagjfgqalpl4fs3be.html


Comentarios

Anónimo ha dicho que…
In my opinion, I think that Real Madrid has made a good decision when it comes to reforming the soccer stadium, as it has many purposes not only sports, but also leisure, such as concerts, other events, as well as numerous restaurants. I think that with such a large investment as it has done, giving so much use to the field will quickly get benefits, and amortization, also give a great visibility that will bring more tourism and money to the city of Madrid. I also believe that at a technological level they will be able to reach the customer in a closer way, achieving a great experience for the consumer.

3 de noviembre de 2022, 16:30
Anónimo ha dicho que…
Personally, I agree with you. I don’t really believe that the board of the club made this decision to offer a better customer experience. Unquestionably, the customer of Real Madrid, who is the most affected by this reformed, is going to be a better experience when the stadium reopens. Besides, this is going to contribute to generate more incomes in the stadium. However, as far as I am concerned the remodeling doesn’t respond to satisfy a fan needs, but to add a new source of income to the club, which is a business with shareholders who wants earn money. The exploitation contracts the club obtained is going to make worthwhile the invest of the remodeling in a few years. This measure is going to kill two birds with one stone, the Real Madrid fans are going to obtain a better experience and the club is going to earn more extra money.
6 de noviembre de 2022, 18:42
Unknown ha dicho que…
I totally agree with this, personally I am not a football fan and I am not very knowledgeable about football but I do agree with this investment that Real Madrid has made by renovating the stadium because in the long term this will bring many benefits not only to the Real Madrid team but also to the city of Madrid as it will be a great tourist attraction for people who have never been there or for more people to have a reason to come back to visit Madrid.
I also believe that apart from modernizing the stadium, the Real Madrid fans will be able to enjoy a 360º experience visiting the stadium of their favorite team.
8 de noviembre de 2022, 18:23
Antonio Aznar ha dicho que…
I found it very interesting to read this article, I consider myself a Real Madrid fan and I liked to know the agreement that the club has signed with the company Legends. When you make a disbursement as important as the one made by Real Madrid you must make sure that the customer experience has cracks and this company will help improve this aspect among other things.

In my opinion, I believe that the reform that Real Madrid is carrying out in its stadium is going to be a very important change both in the football field and in the business field.
18 de noviembre de 2022, 19:33
Angel Gil ha dicho que…
Very interesting everything you have said in the post. I think Madrid has always been the pioneer both in football and in everything external and everything that surrounds it. With this new stadium, with so many activities that can be done, they are going to get a great engamenent with the public. Now that football is on the rise, this type of initiative will encourage people to want to go to the stadium. I hope they can implement this type of action in more stadiums and that they are not only and exclusively for watching football matches, but that they are a place where you can have different experiences.
16 de diciembre de 2022, 19:50
Anónimo ha dicho que…
I really like this article because we are experiencing a new change in stadiums as we know them. It is no longer only necessary to highlight the great economic figures that come out in the article and that are a real madness. The Santiago Bernabeu will stop being a soccer stadium to host all kinds of events and people will be there every day of the week and it is something that blows my mind. Let's see if in Zaragoza we do something similar with the Old Romareda because it needs a facelift
21 de diciembre de 2022, 0:06
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