Real Madrid CF has unveiled an expansive omnichannel retail program, inclusive of an all-new official online store, the relaunch of three official stores in Madrid and a new Flagship Megastore at the Estadio Santiago Bernabéu. The Club has partnered with Legends to manage all merchandise operations.
This new partnership between Legends – a premium experiences company with global expertise across merchandising, sales, partnerships, planning, technology and hospitality – and Spanish LaLiga behemoths, Real Madrid, will further develop relationships with fans and deliver a seamless and integrated experience that truly represents the Real Madrid brand across all online and retail physical touchpoints. It will also play an important role in the commercial growth and brand development strategy of the club, where Legends and Real Madrid share the same vision for delivering a modern omnichannel experience.
As part of the Club’s international growth strategy, the new official online store will include premium and exclusive Real Madrid merchandise for fans of all ages. The e-commerce platform will be available in eight different languages and features innovative design elements, an exceptional user experience, and will serve fans around the world. The new official online store is innovative, leveraging modern technology and infrastructure to allow Real Madrid to integrate e-commerce experiences directly into any of its digital channels.
The official online store is a key pillar in Real Madrid’s digital strategy that puts the fan experience squarely at the centre of the business. A true omnichannel experience is a fundamental part of the strategy, and the partnership with Legends takes a major step toward the vision of a comprehensive shopping experience, online and in stores, for all Socios, Madridistas and fans around the world to find their favourite official products. The comprehensive retail program will promote relevant offers in a seamless purchase experience, whenever and where ever fans go to engage with the team.