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Real Madrid CF continues growth strategy with new omnichannel retail programme

Partnership includes new online store, relaunch of three official stores and a new flagship at the Estadio Santiago Bernabéu.

Real Madrid CF has unveiled an expansive omnichannel retail programme – including an all-new official online store, the relaunch of three official stores in Madrid, plus a new Flagship Megastore at the Estadio Santiago Bernabéu.

The football club has partnered with Legends, a premium experiences company with global expertise across merchandising, sales, partnerships, planning, technology and hospitality, to manage all merchandise operations.

The new partnership will not only further develop relationships with fans, but will also play an important role in the commercial growth and brand development strategy of the club.

The new official online store will include premium and exclusive Real Madrid merchandise and will be available in eight different languages.

The flagship megastore, meanwhile, will open its doors as part of the ongoing transformation of the Estadio Santiago Bernabéu, with the club stating that it will be a ‘revolutionary’ shopping experience for local and international fans.

An interim megastore is due to open later this year, boasting two floors, exclusive product assortments, customisation stations and a new range of leisurewear and team products and accessories.

In addition, Legends will reopen three Real Madrid official stores in downtown Madrid (in El Carmen, Gran Via and Arenal) with additional official stores located in Barcelona and Mexico.

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