1. Real Madrid Club de Futbol

2. Soccer • Simple rules • Minimal equipment • 240 mioplayonce /week • Planable • FIFA WM 2.lagest sport live event

3. The Passion • Since 1902 • 31 PrimeraDivisiónchampion • 17 national cupchampion • 9 Champins League champion • >100 millionfansworldwide • Tel Nr. 311709

4. The brand • Brands: The players • Master brand : The club • Emotion: • Prestige • Effort • Majesty • Fair play • Not just a game

5. 1990-1997 • The fall of the champ • Bad result national and international • FC Barcelona • Fabio Capello • New Team • Roberto Carlos, PredragMijatovic, Christian Panucci, BodoIllgner, Clarence Seedorf,.. • Game & Success ++ • Finances --

6. 1997-2000 • Back to the top • Champions League • 1998 1999 • Closing sale • long time contracts for VIP box • TV rights • Finances --

7. The challenge I • FlorentinoPérez • Business man • Turn around the Clubs finances • Change the business model • Cash management to Professional organisation • Structure as company

8. The challenge II • From gate receipts and local cooperation • To maximizing merchandize and TV revenues, stock values • WWB Wold wide brand • WWW

9. Solution • Be the best club in the world • Best player • Financial flexibility • Real Madrid worldwide • Size of audience++ • Frequency of which fans come in contact with the brand++ • brand && audience

10. Solution II • Sell club training pitches • 500Mio • Buy back rights (VIP,..) • 16Mio (2000) • 16Mio/year (2003) • Reduce staff costs • Target: <70% of revenue • big transfer big names big money • Team galactic: • Figu • Zidane • Ronaldo • Backham • 50% for the club

11. Solution III • Set up SociedadMixta • Manage rights of Real • Except audiovisual • Managed by marketing division • Income -> Real Madrid • Big partners but not to big • Adidas • Siemens mobile • Telefonica • Audi • Pepsi

12. Revenue sources

13. The end of the galactic • 2006 Retirementof Florentino Pérez • Ramón Calderón newpresident Thankyou