REAL MADRID – CLUB OF THE MIDDLE EAST
Over the last 40 years’ football has evolved, from amateur to professional. It has become the most commercialized sport. It all started with Florentino Perez (president) from 2000 – 2003, when Real Madrid started signing big names such as Luis Figo, Zinedine Zidane and Ronaldo.
Real Madrid is one of the most recognizable sports brand and the most valuable football club in the world since 2013, valuing at $3.26 billion till present followed by Manchester United and their archrivals Barcelona. They’ve been making the most revenue for the past 6 years with a big margin, again competing with Man United and Barcelona.
Real Madrid have always been few steps ahead in terms of business. They are taken as the new model of business organization for football clubs. Some of the players were signed just to get media attention as they had a large amount of fan following. Real Madrid has a habit of breaking transfer fee records, buying players such as Luis Figo, Zinedine Zidane, Cristiano Ronaldo and Gareth Bale.
The aim for Real Madrid at present is to take over the Gulf by being the biggest global football brand. Mostly the marketing campaigns have been and would be for shirt sales, TV broadcasting and pre-season tours. Madrid traditionally always focuses on the Far East but have switched their concentration towards the GULF.
In particular UAE is the country they have been focusing on and in 2013 they’ve also signed a 5 years’ shirt sponsorship deal with the Emirates which was for Dhs685 million. NBAD, after becoming partners with the European Champions, they started to customize their debit and credit cards that were Real Madrid branded for their customers who were too passionate towards the club. Real Madrid has also opened up a café at JBR which was inaugurated by the players and the president of Real Madrid having such a big crowd that filled up the JBR.