Business Case Studies, Brands & Branding and Private Labels Case Study, Primera Division, European club championships

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Brands & Branding and Private Labels Case Study

Case Title:

Real Madrid: From a Football Club to a Media Brand

Publication Year : 2004

Authors: Sireesha M, Sumit Kumar Chaudhuri

Industry: Sports and Sports Related


Case Code: BBP0016

Teaching Note: Available

Structured Assignment: Available

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Real Madrid, the Spanish football club, has been the only club to win the 'European Cup Championships five times in a row. The 100-year old club, which operates as a supporter-owned, not-for-profit organisation was valued at $751 million as at April 2004.

Pedagogical Objectives:

  • To discuss the strategies adopted by Real Madrid to position itself as a global media brand by leveraging on its portfolio of football stars and its huge fan following worldwide.

Keywords : Primera Division, European club championships, FIFA (Federation Internationale de Football Association), The global football business, The media sponsorship of football, Football merchandising, Top football clubs in the world, Manchester United, Brands & Branding Case Study, Sources of revenues for football clubs, Branding of football clubs, David Beckham as a brand, Strategic alliances of football clubs and corporates, The football league systems in different countries, The governing bodies of football, Top transfers in the world of football


  • Introduction
  • Football clubs to media brands: the new trend
  • The case of real Madrid
  • A risky future?

  • Profile of the Global Football Business
  • Branding The Lion King
  • Brand Power
  • World's 20 Most Valuable Soccer Clubs

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