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Florentino Perez won’t relaxation in his try to permit Real Madrid to compete with state-run golf equipment. The brand new Santiago Bernabeu would be the crown jewel of the Actual Madrid president’s legacy. By creating the brand new stadium, the President helps to safe the long run monetary well being of his beloved membership. In a report from El Confidencial, Perez plans to promote the “non-sporting actions” reminiscent of live shows, enterprise trade-shows, style reveals, and different occasions for €400 million.
The settlement has been secured with a personal fairness fund based mostly within the US. The operation has been led and suggested by Key Capital — a personal funding agency based mostly in Spain whom Florentino has an extended enterprise historical past. Key Capital was concerned in securing the financing for the European Tremendous League and have been companions within the re-development of the brand new Santiago Bernabeu. In accordance with a report from The Athletic, French-Moroccan enterprise affiliate, Anas Laghrari, who was all set to be named the European Tremendous League’s secretary-general, is a accomplice at Key Capital. Laghari is the son of a former enterprise colleague of Florentino Perez from the Nineteen Eighties the place they labored on ACS (Florentino’s building firm) tasks collectively.
It’s unclear whether or not the €400 million funding from the US based mostly agency might be paid upfront or over quite a lot of years in installments, however both means it improves the membership’s speedy money movement and places them in a greater place to deploy capital for participant acquisition, worker prices, different new ventures, and basic overhead.
The membership already has an agreement in place with US based firm, Legends International, who oversee the retail and digital technique and can launch a brand new membership retailer as a part of the Santiago Bernabeu renovations. Legends is an organization that has labored with the New York Yankees and the Dallas Cowboys and owned by an funding agency, Sixth Avenue, who had been early traders in AirBnB. Each Actual Madrid and Legends work collectively to “create progressive, worthwhile and fan-focused experiences ”. One of many membership’s highest priorities for the brand new stadium is to create an immersive expertise that pulls shoppers and generates earnings outdoors of the overall matchdays.
Along with the cope with Legends Worldwide, the membership transferred some of their sponsorship rights to US fairness agency, Windfall, in return for €200 million over 4 seasons. Couple all these offers with the phrases of financing between J.P. Morgan and Actual Madrid for the stadium re-development and it’s clear to see that the membership have achieved an amazing job in partnering with strategic allies in addition to producing offers that present steady and ratable money flows. Few golf equipment, particularly these not owned by state-run entities, will come out of the COVID-19 pandemic as robust as Actual Madrid.
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