Florentino Pérez
has reached an agreement for the operation of the Santiago Bernabéu stadium with the American company
Legends
, specialized in managing sports venues, for the next
25 years
, as revealed by
Voz Populi
.
The company would have promised income from the commercialization of the stadium that would reach
400-440 million annually
, almost three times more than what Real Madrid earned for its field before the pandemic, according to the aforementioned website.
Legends would keep 20% of the profits
as long as it fulfills the promise of income to Real Madrid.
The new Santiago Bernabéu, whose works would be completed by the end of 2022, will no longer be just a football stadium to become
a multipurpose center open every day of the year
also with non-football activities, such as other sporting events, musical concerts, fairs or congresses.
Sixth St.
Real Madrid already reached an agreement with Legends in 2018 for the operation of the
merchandising
and the stadium store. The American company was created in 2008 by the
New York Yankees
, the baseball giant based in the Bronx, and the
Dallas Cowboys
, one of the most successful franchises in the American Football League (NFL). Last year,
the US fund Sixth Street bought 51 percent of Legends
.
This company is specialized in exploiting the resources of sports entities, among its clients are also the
San Antonio Spurs
of the NBA.
And its radius of action has already extended far from the United States.
It has signed agreements with clubs in the Premier League (Tottenham, Liverpool or Manchester City), the Italian calcium (Rome) and with those responsible for the Wimbledon tennis tournament.
It has also secured the management of the sponsorship of the 2028 Los Angeles Olympic and Paralympic Games. In Spain, it has collaborated with Atlético de Madrid for the management of the Wanda Metropolitano stadium.
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