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- Real took control of retail operations as part of €1.1bn Adidas kit deal last September
- Legends first partnered with Real in 2018 to advise on stadium redevelopment
Spanish soccer giants Real Madrid have agreed an expansive, omnichannel partnership with experiential services agency Legends, which will take on management of the club's retail operation.
The deal sees Legends charged with overhauling the La Liga club's retail business and comes as part of a wider revamp of Real's digital strategy.
The company will relaunch three official club stores in Madrid, overhaul Real's ecommerce platform, which will be available in eight languages, and oversee a new flagship megastore at the team’s Santiago Bernabéu home.
Legends has outlined plans to open an interim store at the stadium until the venue's US$590 million renovation project, which includes the new retail space, is complete. The club's official stores in Barcelona and Mexico City will also be relaunched.
Real first appointed Legends to advise on the Bernabéu renovation in 2018, seeking guidance on how to optimise the club’s commercial opportunities and create digital fan experiences.
Leveraging Legends' expertise in merchandising, sales, partnerships, planning, technology and hospitality, the new partnership is designed to significantly boost Real's retail revenues. The digital and physical stores will combine to offer an extensive range of merchandise, placing the club’s official Adidas products at the centre of the retail strategy.
The move is the latest phase in the La Liga outfit’s revised commercial strategy. Real regained full control of their retail business in September last year, taking operations back in house as part of their €1.1 billion (US$1.24 billion) technical partnership with Adidas.
This season, Real tested the waters with global sports merchandise specialists Fanatics overseeing the club's physical stores, previously operated by Adidas. Real’s partnership with Fanatics comes to an end following the 2019/20 season.
Earlier this year, Real were named the most valuable soccer club in Europe for the second year running in KPMG’s European Elite 2020 report.
On the pitch, Real look set for their first La Liga title since 2017. Zinedine Zidane's side are four points clear of reigning champions Barcelona with four games left to play.
Spanish soccer giants Real Madrid have agreed an expansive, omnichannel partnership with experiential services agency Legends, which will take on management of the club's retail operation.
The deal sees Legends charged with overhauling the La Liga club's retail business and comes as part of a wider revamp of Real's digital strategy.
The company will relaunch three official club stores in Madrid, overhaul Real's ecommerce platform, which will be available in eight languages, and oversee a new flagship megastore at the team’s Santiago Bernabéu home.
Legends has outlined plans to open an interim store at the stadium until the venue's US$590 million renovation project, which includes the new retail space, is complete. The club's official stores in Barcelona and Mexico City will also be relaunched.
Real first appointed Legends to advise on the Bernabéu renovation in 2018, seeking guidance on how to optimise the club’s commercial opportunities and create digital fan experiences.
Leveraging Legends' expertise in merchandising, sales, partnerships, planning, technology and hospitality, the new partnership is designed to significantly boost Real's retail revenues. The digital and physical stores will combine to offer an extensive range of merchandise, placing the club’s official Adidas products at the centre of the retail strategy.
The move is the latest phase in the La Liga outfit’s revised commercial strategy. Real regained full control of their retail business in September last year, taking operations back in house as part of their €1.1 billion (US$1.24 billion) technical partnership with Adidas.
This season, Real tested the waters with global sports merchandise specialists Fanatics overseeing the club's physical stores, previously operated by Adidas. Real’s partnership with Fanatics comes to an end following the 2019/20 season.
Earlier this year, Real were named the most valuable soccer club in Europe for the second year running in KPMG’s European Elite 2020 report.
On the pitch, Real look set for their first La Liga title since 2017. Zinedine Zidane's side are four points clear of reigning champions Barcelona with four games left to play.
