The '
New Bernabéu
' has just signed its first
big deal
.
Real
Madrid
and
Sixth Street
, an American fund that is the owner of
51% of the company Legends
, specialized in managing sports venues, have made official this Thursday an agreement that had been simmering for months in the
Chamartín
offices and that on Wednesday It was approved by the Whites'
Board
of Directors.
Sixth Street will pay
360 million
euros for "the right to participate in the
exploitation of certain new businesses in the
Santiago Bernabéu
stadium
", as explained by Madrid in a statement on its website, "for the
next 20 years
".
The New Bernabéu will not only be a football field where Madrid will try to add more titles to its record, but it will have the necessary tools to become one of the great
leisure and entertainment benchmarks in
the capital of Spain and Europe .
Concerts
, games from other competitions such as the
NBA or the NFL
,
tennis
tournaments ,
fairs
from different sectors, etc...
are expected to arrive in Chamartín .
A business spiral that the entity estimates will generate annual profits of 200 million euros.
"Legends will contribute its
experience and knowledge
in the operation of large stadiums and leisure centers, allowing optimization of stadium management," explains the white club.
The 360 million euros that Madrid receives for that % of the operation can be invested in any of its areas, including the
workforce
, which means an outstanding boost to economic capacity in the short and medium term.
Legends, which already reached an agreement with Madrid in
2018
for the exploitation of
merchandising
and from the stadium store, it was created in 2008 by
Jerry Jones
, owner of the NFL's
Dallas Cowboys
, and
George Michael Steinbrenner
, owner of the
New York Yankees
.
That is, one of the most successful franchises in the NFL and the baseball giant based in the Bronx.
He has signed agreements with clubs from the
Premier League
(Tottenham, Liverpool or Manchester City), from the Italian calcium (
Rome ) and with those responsible for the
Wimbledon
tennis tournament
.
He has also secured sponsorship management for the
2028 Los Angeles Olympic and Paralympic Games
.
In Spain, he has collaborated with
Atlético de Madrid
for the management of the
Wanda Metropolitano
stadium .
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