Real Madrid 360 Case Study


Legends International was appointed in 2018 by Real Madrid CF (“RMCF”) to provide strategic insight and guidance into optimising the commercialisation opportunities from the redevelopment of the Estadio Santiago Bernabéu in Madrid. RMCF’s iconic home since its completion in 1947, the Bernabéu was already one of the most profitable stadia in Europe. However, the match day experience for all stadium users was significantly below the levels achieved at other leading stadia in the world and the board of Real Madrid felt strongly that the stadium was not sufficiently utilised on non-match days.  



Legends International brought together expertise from across its 360° platform to review the existing operations and create innovative, profitable and fan/consumer led experiences. The detailed findings from this work were then integrated into the designs and construction programme to create a robust, deliverable business model for the future. 



Legends International’s work helped RMCF to develop a business model that included:  

  • A reworking of the VIP experience across the building to deliver world-class spaces and an improved experience with ability to provide top-end catering to all users, alongside a range of unique product offerings  
  • A comprehensive rethinking of the match day and non-match day food and beverage facilities and strategy to bring the food culture of the city of Madrid into the stadium  
  • Conceived of a range of non-match day activities to utilise all assets of the stadium across the other 330 days of the year, building on the success of the existing tour/museum and creating new experiences in the bowl and within the stadium facilities   
  • Global omnichannel retail program inclusive of a brand new Offical Online Store, the relaunch of three Official Stores in Madrid and a new Flagship Megastore at the Bernabéu 

Legends International then provided a full review of the business model for the funders of the stadium project. In February 2019, the club secured a €575m loan from Bank of America, Merrill Lynch, JP Morgan, Santander and CaixaBank. 

Legends International continue to work with RMCF to bring these pioneering concepts to reality and ensure that the capital expenditure required delivers a long-term, sustainable return on investment.  



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