Real Madrid and Legends announce comprehensive retail programme
Spanish football club has partnered with Legends (a branding and “experience” agency) on an multi-channel retail programme that will include a new official online store, the relaunch of three official stores in Madrid and a new flagship “megastore” at the Estadio Santiago Bernabéu.
The partnership is hoped to aid in the commercial growth and brand development strategy for the football club. The e-commerce platform will be available in eight languages and has an infrastructure that can be integrated directly into any of the digital channels. Organisers call the official online store “a key pillar in Real Madrid's digital strategy that puts the fan experience squarely at the center of the business”. For example, consumers will receive relevant offers while making purchases.
The flagship store will be part of the ongoing transformation of the Estadio Santiago Bernabéu (pictured). Later this year, an interim two-story store will open at the stadium, with exclusive product assortments, customisation stations, and a new range of leisurewear and team products, accessories, and team branded technical products.
Legends will also reopen three Real Madrid official stores in downtown Madrid.
