The Bernabéu name change: a meticulously planned strategy
Real Madrid announced this week that the Santiago Bernabéu stadium, inaugurated in 1947, will be called simply “Bernabéu”.
It wasn’t by chance that the move came ahead of an event of major global magnitude: a historic NFL game. After months of research - including tests during concerts and merchandising trials - Real Madrid’s leadership concluded that the time had come to rebrand the soccer club’s iconic stadium.
This week, Madrid announced that the Santiago Bernabéu Stadium, inaugurated in 1947, will now be known simply as “Bernabéu.”
According to the club, this change is part of a broader branding strategy aimed at projecting a modern, global image in new markets. A new logo, revamped social media accounts (already boasting nearly two million Instagram followers), and a bold step toward modernization - all reflecting the stadium’s sweeping renovation. The decision also underscores the plan to transform the venue into a multifunctional complex and a standalone brand.
📍 Bernabéu pic.twitter.com/Dz30g5MswY
— Real Madrid C.F. 🇬🇧🇺🇸 (@realmadriden) November 13, 2025
“Far beyond a simple name change”
For years, the stadium tour has been marketed as the Bernabéu Tour, another initiative designed to bring the venue closer to tourists and fans alike. Last season, the Bernabéu Tour generated €52.6 million ($61.1 million) in revenue - a record for any venue in Spain’s capital. To put that in perspective, the Prado Museum reported €27 million ($31.4 million) in 2023, its most recent figure.
The official launch of the stadium’s new identity won’t happen during a Madrid match, but rather at the first-ever NFL regular-season game to be held in Spain: the Washington Commanders vs the Miami Dolphins this Sunday, November 16. The newly christened Bernabéu has undergone a complete transformation, positioning itself as a global benchmark for sports and entertainment events, as well as concerts and festivals. The first major festival is scheduled for December 24-31: the Christmas Festival.
“Real Madrid’s decision to rename the stadium Bernabéu is a textbook case of brand repositioning: a shorter name, a visual identity aligned with futuristic architecture, and an asset designed to transcend soccer. Launching the new brand alongside the NFL’s debut in Madrid makes it clear that Bernabéu now competes on the same level as the world’s leading entertainment hubs,” says Ivan Martinho, a professor of sports marketing at ESPM.
“This goes far beyond a simple name change - it reinforces the trend of European stadiums expanding into new markets. It’s no coincidence that this new identity debuts during Spain’s first NFL game. Transformations like this create new revenue streams, and that’s how major clubs like Real Madrid keep reinventing themselves,” explains Anderson Nunes, an advertising specialist in sports marketing and management, and the commercial director at Casa de Apostas, a company that recently acquired naming rights for the Brazilian stadiums Arena Fonte Nova and Arena das Dunas.
“Signals the club’s ambition”
Heraldo Evans, the commercial and marketing director at Recoma, agrees: “By shortening the name, the club maximizes an already powerful brand and makes it even easier to identify in international markets. Launching this new identity at an event as significant as the NFL game is no accident - it signals the club’s ambition to position Bernabéu as a multifunctional asset capable of competing in the global ecosystem of major stadiums and generating revenue well beyond soccer.”
Related stories
Get your game on! Whether you’re into NFL touchdowns, NBA buzzer-beaters, world-class soccer goals, or MLB home runs, our app has it all.
Dive into live coverage, expert insights, breaking news, exclusive videos, and more – plus, stay updated on the latest in current affairs and entertainment. Download now for all-access coverage, right at your fingertips – anytime, anywhere.
Complete your personal details to comment