Why did Real Madrid change the name of its stadium? | sports

As part of its marketing strategy, Real Madrid’s management decided to change the name of its stadium, Santiago Bernabéu, although it does not represent a radical change in the name currently used.

After it was announced last year, Real Madrid has now changed the name of its official stadium, to simply “Bernabeu” as the official identity.

This step aims to establish the Bernabeu as a global multi-use facility, and as a center for major events, concerts and shows, thus opening new sources of income and enhancing the club’s position in the global entertainment market.

According to the AS newspaper, a new logo for the brand with an abbreviated name appeared during their promotional work with the NFL this week.

The club took advantage of this event to launch the new name globally, taking advantage of the tremendous media momentum that accompanies this game globally, and to present the stadium with an easy-to-trade and more flexible identity.

The Bernabeu Stadium will host the first American football match in Spain on Sunday between the Washington Commanders and the Miami Dolphins.

Broad business strategy

President Florentino Pérez is seeking to radically change the club’s ownership model and is set to unveil proposed changes to the member ownership system next week at the club’s General Assembly.

This follows the completion of stadium renovations last year, and Real Madrid are looking to build an underground car park linked to their stadium, as well as repairing the metro station.

Part of the revival of the Bernabéu

The new name not only revives the Bernabeu, which bears the name of club legend and veteran president Santiago Bernabeu, but also gives it new vitality.

With the renovation work, Real Madrid has added restaurants, a number of new bars and hospitality options, and these renovations represent additional sources of income for the club.

Architect Josep Ribas said that the stadium’s sound insulation will be completed by 2026, which will allow concerts to be held there.

During Christmas, the Bernabeu is also expected to host a festive theme park aimed at attracting families and children.