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  • April 2004 (Revised May 2017)
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Real Madrid Club de Futbol

By: John Quelch, Jose Luis Nueno and Carin-Isabel Knoop
  • Format:Print
  • | Language:English
  • | Pages:25
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Abstract

In June 2004, Florentino Perez, a well-known Spanish businessman, was elected president of Real Madrid, one of the world's top soccer clubs. In his campaign, Perez had promised to turn around the club's finances, bring in world-class talent, and expand the club's brand around the world through multiple channels. As re-election looms four years later, his management team reflects on initiatives to date and challenges ahead as described in the case. Also describes the soccer industry and the trends transforming it.

Keywords

Risk Management; Change Management; Expansion; Marketing Channels; Sports; Management Teams; Trends; Brands and Branding; Sports Industry; Spain

Citation

Quelch, John, Jose Luis Nueno, and Carin-Isabel Knoop. "Real Madrid Club de Futbol." Harvard Business School Case 504-063, April 2004. (Revised May 2017.)
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About The Author

John A. Quelch

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Related Work

    • April 2004 (Revised May 2017)
    • Faculty Research

    Real Madrid Club de Futbol

    By: John Quelch, Jose Luis Nueno and Carin-Isabel Knoop
Related Work
  • Real Madrid Club de Futbol By: John Quelch, Jose Luis Nueno and Carin-Isabel Knoop
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