Real Madrid - The Galacticos Era

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG126 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges


Media and Entertainment
Case Length : 18 Pages
Period : 2000-2006
Organization : Real Madrid club de Football
Pub Date : 2006
Teaching Note : Available
Countries : Spain
Industry : Sports and Entertainment


The case discusses the 'Galactico recruitment strategy' introduced by Florentino Perez (Perez), former president of Real Madrid club de Football (Real Madrid).

The case highlights the impact this strategy had on Real Madrid's revenues and brand popularity.

The case also discusses the factors that led to the decline of the 'Galactico recruitment strategy' and resignation of Perez.


Understand the marketing and branding strategies adopted by the Real Madrid football club

Understand the issue of commercialization of the game of European football


  Page No.
Four Cups and a Funeral 1
Background Note 3
Florentino Perez -The Savior 4
The Galacticos Era 6
Beckham -'A Sociological Phenomenon' 7
Corporate Sponsorships 8
Perez Resigns 8
What Went Wrong 10
What Next? 11
Exhibits 13


Real Madrid, European Football, Soccer Commercialization, Galacticos, UEFA Champions League, David Beckham, Ronaldinho, Barcelona Football Club, Florentino Perez, Fernando Martin Alvarez, Zinedine Zidane, Sports Goods Merchandising, Spanish Football League, Deloitte Football Money League, Manchester United

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