PR84674

MADRID, July 7, 2020 /PRNewswire=KYODO JBN/ --

-- Comprehensive Partnership Spans E-Commerce, Retail at Santiago Bernabeu

Stadium, and Official Real Madrid Stores --

-- Real Madrid and Legends will Unveil a New Flagship Megastore at the

Transformed Estadio Santiago Bernabeu --

-- Expanded Retail Experience will Also Include the Launch of a New Official

Online Store and the Reopening of Official Real Madrid Stores --

Real Madrid CF today 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

Bernabeu. Real Madrid has partnered with Legends, a premium experiences company

with global expertise across merchandising, sales, partnerships, planning,

technology, and hospitality, to manage all merchandise operations.

Logo - https://mma.prnewswire.com/media/775653/Legends_Logo.jpg

This new partnership between Legends and Real Madrid will further develop

relationships with fans and deliver a seamless and integrated experience that

truly represents the Real Madrid brand across all online and retail physical

touchpoints. It will also play an important role in the commercial growth and

brand development strategy of the club, where 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

(https://c212.net/c/link/?t=0&l=en&o=2849061-1&h=3609709978&u=https%3A%2F%2Fshop.realmadrid.com%2F&a=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 features 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 is a key pillar in Real Madrid's digital strategy

that puts the fan experience squarely at the center 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 world to find their favorite official

products. The comprehensive retail program will promote relevant offers in a

seamless purchase experience, whenever and where ever fans go to engage with

the team.

The Real Madrid Flagship Megastore will open its doors as part of the ongoing

state-of-the-art transformation of the Estadio Santiago Bernabéu

(https://c212.net/c/link/?t=0&l=en&o=2849061-1&h=1902317416&u=https%3A%2F%2Fwww.realmadrid.com%2Fen%2Fsantiago-bernabeu-stadium&a=Estadio+Santiago+Bernab%C3%A9u ),

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

(https://c212.net/c/link/?t=0&l=en&o=2849061-1&h=783504139&u=https%3A%2F%2Fwww.realmadrid.com%2Fen%2Fsantiago-bernabeu-stadium%2Fstores&a=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 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 Bernabeu Stadium. Using its

holistic approach, Legends worked in partnership with Real Madrid to review the

existing operations and create innovative, profitable, and fan-led experiences

to drive the business of the stadium 365 days per year. The detailed findings

of this work were then integrated into the designs and construction program to

create a robust, deliverable business model. Legends continues to work with

Real Madrid through the construction process to ensure the delivery of the

business plan.

About Real Madrid

Real Madrid C. F. is a sport club with 118 years of history. It is the club

with most European Cups as much in football (13) as in basketball (10) and it

has been awarded by FIFA as the Best Club of the XX Century. Real Madrid has

millions of fans all around the world and has been named for the second year in

a row as the most valuable football club in Europe, according to the report The

European Elite 2020 by the consultancy firm KPMG.

About Legends

Founded in 2008, Legends is a premium experiences company with six divisions

operating worldwide - Global Planning, Global Sales, Hospitality, Global

Partnerships, Global Merchandise, and Global Technology Solutions - offering

clients and partners a 360-degree service solution platform to elevate their

brand and execute their vision. Currently, Legends works with marquee clients

across business verticals including professional sports; collegiate;

attractions; entertainment; and conventions and leisure. We are the industry

leaders in designing, planning and realizing exceptional experiences in sports

and entertainment. Legends' corporate office in London will lead the Real

Madrid business, in addition to fully dedicated staff based out of Madrid, and

in coordination with Legends' 360-degree global operations. Real Madrid CF

joins Legends' portfolio of premium brands, which also includes the New York

Yankees and Dallas Cowboys. For more information, visit www.Legends.net or

www.legendsinternational.com and follow Legends at Facebook, Twitter and

Instagram @TheLegendsWay.

MEDIA IMAGES CAN BE FOUND HERE

(https://c212.net/c/link/?t=0&l=en&o=2849061-1&h=1360552362&u=https%3A%2F%2Fwww.dropbox.com%2Fsh%2Ftt9xc50vderhvgj%2FAABbB_H1FgAQu6lKelYn6KYra%3Fdl%3D0&a=HERE ).

SOURCE Legends

CONTACT: Kim Mandara, KMandara@legends.net, +1 551 486 3631; Real Madrid Press

Department, prensa@realmadrid.es