The new Santiago Bernabéu stadium of Real Madrid will begin its journey once finished on May 2 to conquer the world. The new multipurpose center in the capital of Spain will become the venue for the most important events and meetings in Europe. An emporium with 84,000 seats for football and 65,000 seats for concerts and large gatherings of all kinds, from business to entertainment. That month the coliseum will be completely finished in view of the concert that will open a dream story parallel to football: Taylor Swift’s performance on May 30, an event that promises to be a global event. That date will be the beginning of a great friendship with music. Duki and Manuel Carrasco will fill it in June. Luis Miguel has signed two concerts in July and Carol G will also sell out three days in a row that same month. The finale is Aitana’s performance in December of next year, and this has only just begun.

In May there will be a gray background behind the slats of the façade that will be focused with a beautiful and creative play of lights that will transform that façade into a gigantic television that will offer images of Real Madrid and advertising advertisements that are the current objective of important multinational brands and marketing companies.

Real Madrid has requested an extraordinary loan of 367 million to provide the Bernabéu with more renovations that will provide significant income to the Madrid club. The reason for this increase in the cost is that the entity has created more VIP boxes that will generate huge profits and has changed the project of the 360-degree video scoreboards, doubling their height, from seven to eleven meters, so that the broadcast of the advertisements It will be more visible, and therefore more valued and more profitable for the advertiser, and for Real Madrid. Many companies negotiate the insertion of advertisements in these video markers due to the expected impact of the advertisement. A few days ago these 360-degree markers were tested and their image is spectacular.

It is curious to witness the field without its grass, kept in the cave on Paseo de la Castellana, because it leaves the esplanade prepared for any event while you can see the two goals, hanging, three meters above. The football field does not exist. That is the secret of the project. Football will have to make room to occupy the emporium about 28 days a year with other types of sporting and non-sporting events. The rest of the dates will be dedicated to obtaining money from all economic sectors.

52 major annual events

The Bernabéu’s commercial planning has scheduled 52 major events a year, of which between 26 and 28 are first team matches and the other half will consist of concerts, large business and recreational meetings, as well as tennis matches and, in the future, the NBA and the NFL. The stadium will be open 363 days a year and will have high-end shops and an amalgamation of restaurants of all kinds of prices, so that a person can spend the entire day in the coliseum.

There will be three different Tours to the Bernabéu and the largest will last more than two hours. The museum is much larger and will be another private internal journey to the legendary past and legendary present. They are all alternatives to have breakfast, lunch, dinner and live in the stadium. If the Bernabéu was visited by 1.2 million people until now, it is estimated that in the immediate future it will reach two million attendees, a figure that will surpass the Prado Museum. The Santiago Bernabéu will be the most visited site in Spain.

Real Madrid also plans to transform football, as we know it, into a different experience. The capacity has grown to 84,000 spectators and a project has been created to better exploit the enjoyment of each first team match. Until today, a fan went to the field with the idea of entering the stands twenty minutes before the match. Real Madrid is going to reinvent the tradition of going to football. The attraction of the stadium is so great that the entity plans “an all-day match.” The objective is for spectators to go to the Bernabéu long before the time of the event and to organize performances suitable for the whole family, children and adults. That is, spend the day at the coliseum.

El artículo se puede leer en español en este enlace.