Spanish LaLiga football club Real Madrid has teamed up with Legends to launch a programme that will include a new flagship store at its Santiago Bernabéu stadium.

The omnichannel retail programme also includes the relaunch of three official stores in Madrid and a new official online store. Legends, which has expertise across merchandising, sales, partnerships, planning, technology and hospitality, will manage all merchandise operations.

Real Madrid’s agreement with Legends is designed to further develop fan relationships and support the club’s commercial growth and brand development strategy.

The new flagship megastore at the Bernabéu will open as part of the ongoing renovation work at the stadium. An interim megastore will open at the stadium later this year and will boast two floors on the south side of the venue. The store will feature exclusive product assortments, customisation stations and a new range of leisurewear, team products and accessories.

The online store began operating on July 1 and will support Real Madrid’s digital strategy, while the three new stores will be based in downtown Madrid and sell the latest kit and training wear, along with other club products.

Legends has worked with Real Madrid since 2018, when it was appointed to provide strategic insight and guidance on optimising commercial opportunities during the redevelopment of the Bernabéu.

Real Madrid recommenced work on the redevelopment of the Bernabéu in April, with work having taken place throughout the 2019-20 season to adapt or demolish existing parts of the stadium. Work was suspended at the end of March due to the COVID-19 pandemic but has since resumed, with Real Madrid currently playing matches at the Estadio Alfredo di Stéfano, the home of its reserve team, while the revamp takes place.

In May 2019, Real awarded Spanish building and infrastructure company FCC Construcción the contract to handle the redevelopment of the Bernabéu. At the time, Real said the timeframe needed to renovate the Bernabéu was 39 months, meaning it would be finished by August 2022, plus an additional four months needed to develop the stadium’s exterior.

The revamp will modernise the 81,000-seat stadium, which has been Real Madrid’s home since 1947.

Image: Real Madrid