Florentino Perez

Real Madrid Setting New Standards in Building a Global Sports Brand

Real Madrid have become the first club to generate over €1b in revenue in a season, according to the 28th edition of the Football Money League published by the Deloitte Sports Business Group. 

The landmark achievement highlights the global appeal and financial power of the Spanish giants and also showcases their dominance on and off the pitch. 

The top 20 revenue-generating football clubs amassed a staggering €11.2bn during the 2023/24 season – a 6 percent increase in cumulative revenues from the previous year. 

Madrid’s Financial Milestones

Madrid’s total revenue for the 2023/24 season amounted to almost €1.05b, putting them ahead of Manchester City (€837m) at the top of the Football Money League. 

The club’s matchday revenue was €248m, while commercial revenue brought in another €482m. Last season’s on-field success was another key contributor to Madrid’s revenue resurgence.  

Carlo Ancelotti’s troops steamrolled to the La Liga title, beating fierce rivals Barcelona to the punch by a massive ten-point gap. Los Blancos also beat Borussia Dortmund in the Champions League final to clinch a record 15th European title. 

Madrid’s 2023/24 revenue not only shattered existing records but also showcased the club’s ability to leverage its iconic brand.  

There is a decent chance the club will consolidate its spot at the summit of Deloitte’s rankings next season thanks to La Liga’s lucrative new broadcast deal in Australia and New Zealand. 

Qatari broadcaster beIN SPORTS has secured the exclusive rights for all 380 La Liga matches each season until 2027. The deal ensures that Australian fans can once again enjoy high-profile clashes such as El Clasico between Madrid and Barcelona. 

La Liga always attract plenty of interest from the betting community and the new television deal should generate even more activity on Aussie sportsbooks. 

Reputable sports betting websites in Australia will have the chance to increase their revenue through lucrative partnerships with La Liga clubs. 

Bettors will also be able to watch La Liga games through their chosen betting platforms, giving them a chance to place live bets while watching the game unfold. 

Madrid’s Marketing Masterclass

Madrid’s transition from a footballing powerhouse to a globally recognised brand is a testament to their marketing masterclass, which has contributed to a significant increase in annual revenue over the years. 

The club’s revenue skyrocketed from €123m to over €600m between 2000 and 2012, thanks to targeted campaigns and strategic partnerships. 

One of the key elements at the heart of Madrid’s marketing strategy is the club’s ability to leverage strategic partnerships with globally recognised brands. 

Collaborations with adidas, Audi, Coca-Cola, Mahou, Microsoft and EA Sports have not only strengthened the club’s brand image but also aligned them with trusted and influential brands. 

These alliances help to boost revenue and connect Madrid with the fanbases of these well-established companies, paving the way for the club to reach new audiences. 

Aside from corporate partnerships, Madrid’s marketing strategy has focused heavily on international expansion. The club has set up training camps, academies and brand ambassador programmes in key regions such as China, the United States and the Middle East.  

This global presence has helped the Spanish powerhouse to engage and nurture their international fan base, building loyalty that extends far beyond Spanish shores. 

Record Revenues Across the Board 

Deloitte reports that Money League clubs reported record-breaking matchday, broadcast and commercial revenues which fuelled the remarkable growth. 

Matchday revenue increased by 11% year-on-year, reaching €2.1b for the first time in the history of the publication. The growth also accounts for 18% of total revenue, the highest share since 2014/15.  

The milestone marks the fastest-growing revenue stream for Money League clubs and was facilitated by an increase in stadium capacities, ticket prices and premium matchday offerings. 

Commercial revenue was the largest contributor for Money League clubs, recording €4.9b in revenue, which accounts for 44% of total income. That figure went up 10% from last year due to an increase in sponsorships, retail performance and non-football events hosted by clubs. 

Cumulative broadcast was the only section that did not record an increase in revenue. Income remained at €4.3b as each of the top five leagues were in the same domestic broadcast cycle as the previous season. 

That trend will likely continue through at least 2027, with the major leagues set to enter a period of relatively stable broadcast revenue thanks to longer-term domestic media rights deals. 

The average Money League club generated €560m in revenue, with €244m (44%) from commercial activities, €213m (38%) from broadcasting and €103m (18%) from matchdays. 

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