Advances in Economics, Management and Political Sciences

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Proceedings of the 3rd International Conference on Business and Policy Studies

Series Vol. 68 , 05 January 2024


Open Access | Article

The Benign Brand Operation of Professional Sports Leagues: A Case Study on Real Madrid

Rongzhe Han 1 , Jianwei Li 2 , Yuxuan Ma * 3
1 Beijing Royal School
2 Shanxi Normal University
3 Dalian University of Technology

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 68, 1-6
Published 05 January 2024. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Rongzhe Han, Jianwei Li, Yuxuan Ma. The Benign Brand Operation of Professional Sports Leagues: A Case Study on Real Madrid. AEMPS (2024) Vol. 68: 1-6. DOI: 10.54254/2754-1169/68/20241328.

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

References

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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 3rd International Conference on Business and Policy Studies
ISBN (Print)
978-1-83558-267-1
ISBN (Online)
978-1-83558-268-8
Published Date
05 January 2024
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/68/20241328
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated