– This collaboration includes E-Commerce, product sales in the Santiago Bernabéu Stadium and in the official stores of Real Madrid –
– Real Madrid and Legends will reveal a new flagship megastore in the renovated Santiago Bernabéu Stadium –
– The expanded product sales experience also includes the launch of a new Official Online Store and the reopening of all Real Madrid Stores.
Real Madrid CF today announced a comprehensive omnichannel retail program, including a new official online store, the relaunch of three official stores in Madrid, and a new flagship Megastore at the Santiago Bernabéu Stadium. Real Madrid has partnered with Legends, a premium experience company with a global track record in merchandising, sales, partnerships, planning, technology, and hospitality, to manage all merchandising operations.
This new partnership between Legends and Real Madrid will further develop relationships with fans and offer a seamless and integrated experience that truly represents the Real Madrid brand at all physical, online, and retail points of contact. It will also play an important role in the commercial growth and development strategy of the club’s brand, where Legends and Real Madrid share the same vision to offer a modern omnichannel experience.
As part of the club’s international growth strategy, the new official online store, launched today worldwide, will include premium and exclusive Real Madrid products for fans of all ages. The e-commerce platform will be available in eight different languages and will feature innovative design elements, an exceptional user experience, and will serve fans worldwide. The new official online store is innovative and takes advantage of modern technology and infrastructure to allow Real Madrid to integrate e-commerce experiences directly into any of its digital channels.
The official online store is a key pillar in Real Madrid’s digital strategy that puts fan satisfaction at the center of the business. A true omnichannel experience is a fundamental part of the strategy, and the partnership with Legends takes a big step towards the vision of a comprehensive shopping experience, online and in stores, so that all partners, Madrid fans, and fans from all over the world find your favorite official products. The retail program will promote relevant offers in a seamless shopping experience, whenever and wherever fans connect with the team.
The flagship Megastore of Real Madrid will open its doors as part of the ongoing transformation of the Santiago Bernabéu Stadium. It will be a revolutionary shopping experience for Members, Madridistas, and local and international fans visiting the stadium. Later this year, Real Madrid will open a provisional Megastore in the stadium, which will have two floors on the south side of the stadium. With a catalog of exclusive, customizable products and a new range of leisure clothing and equipment products, accessories, and the widest selection of technical products from Real Madrid, the Megastore will provide a unique experience for fans. More details on the provisional Real Madrid Megastore will be released in the coming weeks.
In addition, Legends will reopen three official Real Madrid stores in the center of Madrid, with the latest training clothes and Real Madrid kits, clothing for adults and children, soccer balls, scarves, gifts, and much more. The team’s official stores are in El Carmen, Gran Vía, and Arenal, with additional official stores in Barcelona and Mexico.
Retail platforms will offer the latest equipment catalog for fans, kits, hats, personalized products, authenticated souvenirs, and accessories in the stadium, online, and in official stores. Legends International and Legend Global Merchandise will leverage Legends’ comprehensive service solutions platform to deliver this omnichannel retail experience globally.
Legends have worked with Real Madrid since 2018 when the company was appointed to offer a strategic vision and direct the optimization of business opportunities in the redevelopment of the Santiago Bernabéu Stadium. Using its global approach, Legends worked in partnership with Real Madrid to review existing operations and create innovative, profitable, and fan-focused experiences to drive the stadium business 365 days a year. The detailed results of this work were integrated into the designs and construction schedule to create a robust and viable business model. Legends continue to work with Real Madrid through the construction process to ensure delivery of the business plan.