Source:REUTERS/Violeta Santos Moura
[Saba Sports News] According to Spanish media reports, Real Madrid has decided to rename the Santiago Bernabeu Stadium to ‘Bernabeu’. After months of research, including testing with merchandise during concert periods, Real Madrid’s management has concluded that the time is right for the stadium to be globally known simply as ‘Bernabeu’. Real Madrid continues to innovate and seek new revenue streams. This time, the club announced that the stadium, originally built in 1947, will be renamed to the simpler ‘Bernabeu’. According to the club, this 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, and steps towards modernization faithfully reflect the results of the stadium’s renovation project. This change also mirrors the strategy of transforming the stadium into a multi-purpose complex and a brand in itself. There was a period when the stadium’s tourist tour was renamed the ‘Bernabeu Tour’, another initiative intended to bring the stadium closer to tourism and fans themselves. In the last financial year, the ‘Bernabeu Tour’ generated €52.6 million in revenue, setting a record for any venue in the Spanish capital, while the Prado Museum’s revenue in 2023 was €27 million.