The Benign Brand Operation of Professional Sports Leagues: A Case Study on Real Madrid

Abstract

Real Madrid's profitability continued to grow during the epidemic period, making it a rare club in Europe to still be profitable during COVID-19. Based on this event, the purpose of this exploration was to exploare what kind of management style and business strategy Real Madrid used during the epidemic period of 20192022. Using Real Madrid as a case study, this paper analyzed the information sources applied to Real Madrid's revenues in different aspects as well as Real Madrid's business formula. The first reason was Real Madrid's market management philosophy, and the corresponding recommendation was to increase fan loyalty by strengthening the development of the players and improving the rights of the fans, along with digital marketing tools. The second reason was Real Madrid's excellent youth training system, and the corresponding recommendation was to make more use of modern data analysis systems to track the development of each player. The third reason was Real Madrid's team culture, and the recommendation was to utilize the celebrity effect to promote the team's culture. The main objective of such an exploration was to help national soccer clubs learn from Real Madrid's successful management model to improve their profitability.