Real Madrid’s gold mine: IKEA strategy, 400,000 euros a day…

“Real Madrid, whether they win or not, is the greatest thing that exists”. The words bear the signature of Paco Gento, honorary president and first player in history with six European Cupsand receive the thousands of fans who visit the stadium daily Santiago Bernabeu to enjoy a reform that has turned the stadium into a mine of white gold. And that the new official store of Madrid and the Bernabéu Tour have become the key point of contact with fans and the possibility of living a unique experience. The most profitable white gold mine in the world of football that has the first piece of the puzzle with the sale of Kylian Mbappé’s shirtwhich has collapsed the white club on its first day.

The visit to the white coliseum It has become one of the obligatory stops for any tourist arriving in Madridan architectural work that It differs from the rest of the stadiums in Europe and that has changed the paradigm as we know it. It’s no longer just about watching football games, the Santiago Bernabéu has become a gigantic technological structure capable of collapsing all leisure and entertainment activities in the capital. That was always the mission: convert the white house into a kind of ‘family investment’ to continue competing in an increasingly difficult and complex environment.

The most profitable museum in Madrid

The first stop of all is the most profitable in Madrid. This temple and mecca for the biggest soccer fans recorded some impressive data in 2019: 1,300,000 visits, becoming the second most visited museum that year only behind the Prado and leaving the Reina Sofía behind. It is not the most visited, although it is the one that gives the most benefit. Figures that would confirm the demand that the white club is suffering since it debuted its new crown jewel. “Between 5,000 and 6,000 people are currently visiting the museum, now it seems that there are not many people because it is lunch time, but then it fills up again”they tell BRAND a staff that spends hours checking that everything goes to the letter.

Thus, the new reform aims to achieve the incontestable leadership of National Prado Museumone of the most famous in the world, which broke its own attendance record last year: 3,209,285 visitors. The new Bernabéu Tower has a surface of 4,250 m2, spread over four floors. A millimeter showcase of the history of the white club (emblematic players, trophies, basketball team…) that has opened this year a room dedicated to women’s football and new spaces to see past and present history. Besides, The tour offers educational content through a playful and engaging approachwhich is equipped with with interactive screens and immersive projections.

The tour route includes visits to the aforementioned museum, a panoramic visit of the interior of the stadium stopping in the most emblematic areas of the venue… but to date the route has been reduced due to the remodeling. Visits to the locker rooms, grass and press room are closed for the moment.. With all this, the first stop of the white gold mine starts here. Making some approximate calculations with the number of fans who are entering the museum (between 5,000 and 6,000), The white club could bill nearly 170,000 euros per month. The cheapest entrance is located in the 29 euros (5-14 years) and the most expensive, the premium version which offers a personalized guide service, reaches 47 euros if purchased online (50 euros at the box office). At the end of the year, we must keep in mind that there are always higher dates and lower ones, The white club could pocket close to 20 million euros only with the tour.

A megastore that flies… with the IKEA strategy

However, The stop that brings the most benefits to the white club is the last oneone that is ‘mandatory’ to reach when the tour ends and another entering from the side of the stadium in the Father Damian Street, next to the entrance to the presidential box. A ‘copy’ to the silent and smart IKEA strategy so that you can go through all the phases of a journey that leads to the official store of the white club.

With a schedule from 10:00 a.m. to 8:00 p.m. dailythe store of Adidas It has become one of the most visited points in the Spanish capital. “We don’t stop for a single second…”count to BRAND a store worker before dropping the bomb on a megastore that has been at a frenetic pace since it opened its doors to the city of Madrid: “The average price for each person who enters the store is between 100 and 150 euros”, they assure about the figures that the official store that the white club has in its stadium is billing. Without wanting to give exact figures… they prefer to provide a range to bring to light some dizzying figures: “Between 400,000 and 500,000 euros per day… with a peak of 3,000 tickets in a single day”. These are the figures they are reaching after the new Real Madrid shirt goes on sale, one that ranges from 100 to 185 euros with name, number and patches. It will be difficult for the store to continue at this pace, but What is clear is that the profitability of the new store is beyond doubt.

A space of 2,800 square meters which “offers a unique shopping experience for all fans” and has exclusive product offers, customization area, new lines of clothing, both casual and technical, and Real Madrid accessories. In addition, visitors can enjoy a immersive digital experience with more than 40 meters of LED screens and two tunnels to bring fans closer to the white team.


Davide Piano

An experienced journalist with an insatiable curiosity for global affairs on newshubpro

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