AS: Real Madrid decides to rename Santiago Bernabeu Stadium to Santiago Bernabeu

"AS" reported that Real Madrid decided to rename the Santiago Bernabeu Stadium to the Bernabeu.

It is no coincidence that this move was made on the eve of a global event such as an NFL game. After months of research, including testing with merchandise during the concert, Real Madrid's management concluded that the time has come for the Santiago Bernabeu Stadium to be known around the world as the Bernabeu.

Real Madrid continues to innovate and constantly seeks new sources of revenue. This time, the club announced that the Santiago Bernabeu Stadium, which was built in 1947, will be renamed simply Santiago Bernabeu. According to the club, the change is part of a new brand strategy aimed at consolidating its modern and global image in other markets. The new logo, social media accounts (the Instagram account has almost two million followers) and the move towards modernization all reflect the results of the stadium renovation project, a change that also reflects the strategy of transforming the stadium into a mixed-use complex and its own brand.

For a while, the stadium's tourism program was renamed "Santiago Bernabeu Tour", another initiative aimed at bringing the stadium closer to the tourism industry and the fans themselves. Last financial year, the "Santiago Bernabeu" revenue reached 52.6 million euros, a record revenue for any venue in the Spanish capital, while the Prado Museum's revenue in 2023 was 27 million euros.

This brand launch event will not be held during the Real Madrid game, but will be held before the NFL's first game in Spain. Today, the Bernabeu has been completely renovated and upgraded with the goal of becoming a global benchmark for sports and entertainment events, as well as concerts and festivals. The first large-scale festival will be this year’s Christmas celebrations from December 24th to 31st.

Sports marketing professor Ivan Martinho analyzed: "Real Madrid's decision to rename the Bernabeu Stadium is a classic case of brand repositioning, with a shorter name, a visual identity consistent with the futuristic architecture, and an asset designed to transcend football itself. The launch of the new brand coincides with the NFL's debut in Madrid, which clearly It shows that the Bernabeu is now competing on the same level as the world's major entertainment centers."

Anderson Nunez, a sports marketing and sports management advertising expert, said: "This is not just a simple name change, it strengthens the trend of European stadiums expanding to other markets. It is no coincidence that this new image debuts in the NFL's Spanish debut. Transformations like this can. Generating new revenue is how a big club like Real Madrid continues to reinvent itself." Recoma's commercial and marketing director Herrado Evans asserted that Real Madrid's decision to simplify the name of the stadium to the Bernabeu is part of a clear global repositioning strategy: "By shortening the name, the club is maximizing its success. "Strengthening an already solid brand and making it even more recognizable on the international market, the debut of this new brand in a top competition like the NFL is no accident and demonstrates the club's ambition to establish the Bernabeu as a multifunctional asset, allowing it to compete in the global ecosystem of large stadiums and generate revenue beyond football."

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