The redeveloped Estadio Santiago Bernabeu will be Real Madrid's main source of income in the future and those at the club are keen to extract as much as they can from the project, through areas such as the commercial zone, the new museum and new technological advances. As part of their attempts to make this project as profitable as possible, they have signed an advisory agreement with Legends, a multinational business that works on five continents and that is a leader in the market of sporting venues' business lines. They've already worked in Spain with Barcelona and Atletico Madrid, while in the USA they have worked on Yankee Stadium and AT&T Stadium and in England they have been involved with Tottenham's new ground and Manchester City's Etihad Stadium. Due to its city centre location, Los Blancos are aware that there are many more opportunities available to the Estadio Santiago Bernabeu. Their business plan outlines a strategy to earn 150 million euros more from the stadium per year, on top of the 173m euros earned in the last financial year. Through this extra income, they plan to pay the 525m euros which they'll need for the redevelopment project.
Real Madrid has signed a deal with sporting venue marketing company Legends as part of a plan for the club to add €150m ($171m) to the €173m its Santiago Bernabeu stadium already earns. The new deal, which will be announced on Thursday, is worth an initial €152m over five years and includes naming rights deals in Spain and Italy. Legends has worked with FC Barcelona and Atletico Madrid in Spain and Tottenham Hotspur and Manchester City in the UK.