This has probably escaped a lot of people’s attention. However, a first-rate event will take place at the Real Madrid stadium this Sunday with the relocated NFL meeting between the Miami Dolphins and the Washington Commanders. The Spanish club is taking this opportunity to modernize and has decided to rename its enclosure. We will no longer have to say Santiago-Bernabéu, from the name of the man who was a player then coach, sporting director and finally president of the club for 35 years, but simply Bernabéu. This change is part of a strategy wanting to make Real Madrid a modern and international brand, capable of targeting new markets. The architecture of the stadium has already changed considerably since the work.
According to A.S.the club will innovate further in the coming weeks, or even the coming months, by adopting a new logo, always with the aim of renewing its image by targeting a younger audience. “Real Madrid’s decision to rename the Bernabéu stadium is a classic example of brand repositioning: a shorter name, a visual identity in line with futuristic architecture. It’s a way of transcending football. The launch of this new brand, coinciding with the debut of the NFL in Madrid, clearly demonstrates that the Bernabéu now rivals the largest sports complexes in the world,” analyzes Ivan Martinho, professor of sports marketing in the columns of the media.
