Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the marketing and branding strategies adopted by the Real Madrid
• and football club
• Understand the issue of commercialization of the game of football in Europe.

Keywords

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