Why Did Real Madrid Change the Name of Its Stadium?

SadaNews - As part of its marketing strategy, Real Madrid's management decided to change the name of its stadium, Santiago Bernabéu, even though it does not represent a radical change from the currently used name.

After being announced last year, Real Madrid has now simply changed the name of its official stadium to "Bernabéu" to be its official identity.

This step aims to establish Bernabéu as a global multi-purpose facility and a center for major events, parties, and shows, thereby opening new sources of revenue and enhancing the club's position in the global entertainment market.

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

The club seized this event to globally launch the new name, benefiting from the massive media momentum surrounding this game worldwide, and to present the stadium with a more easily marketable and flexible identity.

The Bernabéu stadium will host the first American football game in Spain on Sunday between the Washington Commanders and the Miami Dolphins.

Broad Business Strategy

President Florentino Pérez aims to make radical changes to the club's ownership model and is scheduled to unveil proposed changes to the member ownership system next week at the club's general assembly.

This comes following the completion of renovations to the stadium last year, as Real Madrid looks to build an underground parking facility connected to its stadium, in addition to renovating the metro station.

Part of Revitalizing the Bernabéu

The new name is not only about revitalizing Bernabéu, named after the club's legend and its long-serving president Santiago Bernabéu, but also brings a new vibrancy to it.

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

Architect Josep Ribas stated that the sound insulation of the stadium would be completed by 2026, allowing for concerts to be held there.

The Bernabéu is also expected to host a festive amusement park during the Christmas holidays aimed at attracting families and children.