Real-Legends shopping bonanza for fans


Real Madrid Store Image: Legends International

A new flagship store will open at Santiago Bernabéu Stadium in Madrid, Spain. Spanish La Liga football club Real Madrid has joined hands with Legends to launch a program to this effect in its home stadium.

The Santiago Bernabéu Stadium is a football stadium in Madrid, Spain. With a current seating capacity of 81,044, it has been the home stadium of Real Madrid since its completion in 1947. It is the second largest stadium in Spain and the largest in the Community of Madrid.

The omnichannel retail program also includes the relaunch of three official stores in Madrid and a new official online store. Legends, which excel in merchandising, sales, partnerships, planning, technology and hospitality, will run the show as far as merchandise operations is concerned.

As per the Real Madrid-Legends deal, the latter will help Real to further enhance its bonding with fans and help in the growth of the club’s commercial growth and brand development strategy.

The new flagship megastore at the Bernabéu will open as part of the ongoing spruce-up work going on at the stadium. An interim megastore will open at the facility later this year and will boast two floors on the south side of the venue. The store will feature exclusive product assortments, customization stations and a new range of leisure wear, team products and accessories.

The online version of the store began operations from July 1 and will support Real Madrid’s digital strategy, while the three new stores will be based in downtown Madrid and will sell state of the art kit and training wear, along with other club products.

Legends have been working with Real Madrid since 2018, when it was appointed to provide strategic insight and guidance on optimizing commercial opportunities during the redevelopment of Bernabéu.

Reconfiguration work of the Santiago Bernabéu Stadium was resumed by Real Madrid in April, with work having taken place throughout the 2019-20 seasons to adapt or tear down existing parts of the arena. Work was suspended at the end of March due to the COVID-19 pandemic which left a trail of deaths in Spain. With the coronavirus situation improving in the country, work on the venue has since resumed, with Real Madrid presently playing matches at the Estadio Alfredo di Stéfano, the home of its reserve team, while the refurbishment of its residence 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 39 months would be required for Bernabéu’s revamp work, meaning it would be over by August 2022, plus an additional four months would be required to develop the stadium’s exterior.

The repurposing work will give a spiffy look to the facility which can sit 81,000 spectators and has been Real Madrid’s home since 1947.

The partnership of Real Madrid and Legends will help deliver a seamless and integrated experience that truly represents the Real Madrid brand across all online and retail physical touchpoints. Legends and Real Madrid share the same vision for delivering a modern omnichannel experience.

As part of the club’s international growth strategy, the new official online store will include premium and exclusive Real Madrid merchandise for fans of all ages. The e-commerce platform will be available in eight different languages and will boast innovative design elements, an exceptional user experience, and will serve fans around the world. The new official online store is innovative, leveraging modern technology and infrastructure to allow Real Madrid to integrate e-commerce experiences directly into any of its digital channels.

The official online store will play a pivotal role in Real Madrid’s digital strategy that puts the fan experience at the heart of the business. A true omnichannel experience is a fundamental part of the strategy, and the partnership with Legends takes a major step toward the vision of a comprehensive shopping experience, online and in stores, for all Socios, Madridistas and fans around the globe to find their favorite official products. The comprehensive retail program will promote relevant offers in a seamless purchase experience, whenever and wherever fans go to engage with the team.

Legends will reopen three Real Madrid official stores in downtown Madrid, with the latest Real Madrid kit and training wear, adult and kids’ apparel, footballs, scarves, gifts and more. The official team stores are in El Carmen, Gran Via and Arenal, with additional official stores located in Barcelona and Mexico.

The comprehensive retail platforms will offer the latest assortment of fan gear, kits, headwear, customized products, authenticated memorabilia and accessories at the stadium, online and at official stores. Legends International and the newly launched division, Legend Global Merchandise, will leverage the Legends comprehensive service solution platform to deliver this omnichannel retail experience on a global basis.

Legends Global Partnerships is a new unit that will centralize and expand Legends’ existing partnership solutions into a fully dedicated division that connects leading properties and venues with premier brands to create exceptional programing and experiences across sports and entertainment.

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