Download pdf
The Benign Brand Operation of Professional Sports Leagues: A Case Study on Real Madrid
- 1 Beijing Royal School
- 2 Shanxi Normal University
- 3 Dalian University of Technology
* Author to whom correspondence should be addressed.
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 2019–2022. 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.
Keywords
Real Madrid, market management, youth training system, team culture
[1]. Zhao L.L. (2021) The impact of COVID-19 on China's economy and various industries [J]. Commercial Exhibition Economy, (03): 41-43..
[2]. Yang R.X. (2022). The impact of COVID-19 on balance of payments status and its response [J]. Hebei Finance,(06):41-44
[3]. Galacticos, (2023) Outbreak three years real Madrid annual profit | interface news sports Retrieved from: http://www.jiemian.com
[4]. Wang Y.L., (2023) Brand Operation Strategy for the 21st Century [M]. Beijing: People's Posts and Telecommunications Publishing House.
[5]. Jia Y.C. (2006) Real Madrid marketing strategy, Sports Research, 01.
[6]. Chen M. (2022) A Study on the Loyalty of Spanish Real Madrid Fans and Its Influencing Factors [D]. Beijing Sport University.
[7]. Yu M.Y. (2002) Brand Studies [M]. Anhui People's Publishing House.
[8]. Xu M.Y., (2020) The Enlightenment of the Construction of Spanish Professional Football Clubs on the Youth Training Model of Chinese Football - Taking Barcelona Club and Real Madrid Club as Examples. "20th National University Athletics Research Paper Report Conference
[9]. Real Madrid is looking ahead and the new Bernabeu is up and running, earning around $400 million a year! (2023) Retrieved from: https://sports.sohu.com
[10]. Song B., and Zhang T.A. (2015) Research on Online Marketing of English Premier League Football Clubs. The 10th National Sports Science Conference.
[11]. Jiao W.H., and Lian J.L. (2021) Analysis of the Impact of Big Data on Basketball Clubs and Their Value. "Sports Goods and Technology 24:3
[12]. Chen A. (2019) The Enlightenment of Japanese Football Youth Training Mode on Chinese Football Youth Training Mode [D]. Chengdu Institute of Physical Education.
[13]. Lucifora, C. . (2001) Superstar Effects in Italian Football: an Empirical Analysis"." journal of sport economic.
[14]. Li K.Y., and Zhao L.N. (2000) Analysis on the Source of Funds and Market Development Status of Professional Sports Clubs in China. "China Sports Technology 36.10:3
Cite this article
Han,R.;Li,J.;Ma,Y. (2024). The Benign Brand Operation of Professional Sports Leagues: A Case Study on Real Madrid. Advances in Economics, Management and Political Sciences,68,1-6.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of the 3rd International Conference on Business and Policy Studies
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).