1. Real Madrid Club de Futbol

2. Soccer Simple rules Minimal equipment 240 mio play once /week Planable FIFA WM 2.lagest sport live event

3. The Passion Since 1902 31 Primera División champion 17 national cup champion 9 Champins League champion >100 million fans worldwide Tel Nr. 311709

4. The brand Brands: The players Master brand : The club Emotion: – Prestige – Effort – Majesty – Fair play Not just a game

5. 1990-1997 The fall of the champ Bad result national and international FC Barcelona Fabio Capello – New Team – Roberto Carlos, Predrag Mijatovic, Christian Panucci, Bodo Illgner, Clarence Seedorf,.. Game & Success ++ Finances --

6. 1997-2000 Back to the top Champions League 1998 1999 Closing sale – long time contracts for VIP box – TV rights Finances --

7. The challenge I Florentino Pérez Business man Turn around the Clubs finances Change the business model Cash management to Professional organisation Structure as company

8. The challenge II From gate receipts and local cooperation To maximizing merchandize and TV revenues, stock values WWB Wold wide brand WWW

9. Solution Be the best club in the world – Best player – Financial flexibility Real Madrid worldwide – Size of audience++ – Frequency of which fans come in contact with the brand++ – brand && audience

10. Solution II Sell club training pitches – 500Mio Buy back rights (VIP,..) – 16Mio (2000) – 16Mio/year (2003) Reduce staff costs – Target: <70% of revenue big transfer big names big money Team galactic: – Figu – Zidane – Ronaldo – Backham – 50% for the club

11. Solution III Set up Sociedad Mixta – Manage rights of Real – Except audiovisual – Managed by marketing division – Income -> Real Madrid Big partners but not to big – Adidas – Siemens mobile – Telefonica – Audi – Pepsi

12. Revenue sources

13. The end of the galactic 2006 Retirement of Florentino Pérez Ramón Calderón new president Thank you