Real Madrid CF, Legends Announce Global Retail Program

Real Madrid CF has announced an expansive omnichannel retail program, inclusive of an all-new official online store, the relaunch of three official stores in Madrid and a new Flagship Megastore at the Estadio Santiago Bernabéu. Real Madrid has partnered with Legends to manage all merchandise operations. Legends International and Legend Global Merchandise will leverage the Legends comprehensive service solution platform to deliver this omnichannel retail experience on a global basis.

Legends has worked with Real Madrid since 2018 when the company was appointed to provide strategic insight and guidance into optimizing commercial opportunities in the redevelopment of the Santiago Bernabéu Stadium. Legends worked in partnership with Real Madrid to review the existing operations and create experiences to drive the business of the stadium 365 days per year. Legends continues to work with Real Madrid through the construction process to ensure the delivery of the business plan.

This new partnership between Legends and Real Madrid will further develop relationships with fans and deliver across all online and retail physical touchpoints, playing a role in the commercial growth and brand development strategy of the club.

As part of the Club’s international growth strategy, the new official online store will include premium and exclusive Real Madrid merchandise. The e-commerce platform will be available in eight different languages to serve fans around the world.  

The Real Madrid Flagship Megastore will open its doors as part of the ongoing state-of-the-art transformation of the Estadio Santiago Bernabéu, and will be a revolutionary shopping experience for Socios, Madridistas, local, and international fans visiting the stadium. Later this year, Real Madrid will open an interim Megastore at the stadium, which boasts two floors on the south side of the stadium. With exclusive product assortments, customization stations and a new range of leisurewear and team products, accessories and the widest selection of Real Madrid technical product, the Megastore will provide a one-of-a-kind experience for fans. Further details about the interim Real Madrid Megastore will be released in the coming weeks.

Additionally, 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.