Real Madrid – The Galacticos Era

Real Madrid – The Galacticos Era

Understand the marketing and branding strategies adopted by the Real Madrid football club

The case discusses the ‘Galactico recruitment strategy’ introduced by Florentino Perez (Perez), former president of Real Madrid club de Football (Real Madrid).The case highlights the impact this strategy had on Real Madrid’s revenues and brand popularity. 

The case also discusses the factors that led to the decline of the ‘Galactico recruitment strategy’ and resignation of Perez.  

Issues

  1. Understand the marketing and branding strategies adopted by the Real Madrid football club

  2. Understand the issue of commercialization of the game of European football

 

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