Real Madrid is on track to generate more than €400 million annually from the Santiago Bernabéu, a symbolic and financial milestone the club is determined to surpass this season. The project is progressing smoothly, driven by stadium tours, commercial events, restaurants, and the expected return of concerts. All roads point toward a new era of economic dominance centered in Chamartín, where the Bernabéu has evolved into far more than a football stadium.

For the current season, the club projects total revenues of €1.248 billion, representing a 5 percent increase compared to last year’s €1.185 billion. Marketing stands as the largest contributor, with expected earnings of €539.9 million, boosted significantly by major partnerships such as HP. Close behind is the operation of the Bernabéu, forecasted to generate €402.5 million. Together, these two areas will account for over 75 percent of Real Madrid’s total income.

Focusing solely on stadium-related activities excluding matchday tickets and VIP seating, the Bernabéu already generated €79.1 million last season. This figure was driven by tours (€52.6 million), events and concerts (€15.4 million), and restaurants (€10.3 million), achieved despite the stadium not yet operating at full capacity.

The stadium tour continues to be one of the club’s most profitable assets. Real Madrid expects tour revenues to increase by 31 percent this season, comfortably surpassing the €50 million mark. To put this into perspective, the Prado Museum generated €27 million in total revenue in 2023, highlighting the tour’s extraordinary economic impact.

Hospitality spaces within the stadium have also proven highly successful. The Bernabéu Market, alongside K? by 99 Sushi Bar and the Mahou corner, has exceeded expectations. The upcoming SkyBar is still pending, yet revenues are already substantial, further enhanced by the expansion of VIP areas and the hosting of international events.

Meanwhile, the club continues work on soundproofing the stadium to allow concerts to resume in the near future. At the same time, progress is being made on the ambitious “Bernabéu Infinito” project, a cutting-edge technological partnership with Apple. Using advanced virtual reality glasses, fans will be able to experience Real Madrid and the stadium in an entirely new way. As Florentino Pérez put it, it will be like opening the doors of the Bernabéu to the entire world.

The Bernabéu is no longer just a stadium. It is a goldmine, a global hub, and a cornerstone of Real Madrid’s long-term future.

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