Real Madrid’s innovative, modern strategies may not only keep them on top—but save soccer itself.
Featuring behind-the-scenes coverage and expert analysis, this book gives fans an up close and personal look at one of the world’s most legendary teams during a major crossroads for the sport.Former Columbia Business School adjunct professor Steven G. Mandis, who analyzed Real Madrid’s path to success in
The Real Madrid Way, returns to examine how the club is coping with systemic changes in the sport of soccer and innovating the sport in the process.
Founded in 1902 and granted a royal title by the king of Spain in 1920, Real Madrid
Club de Fútbol went onto become the world’s most valuable sports team (by revenue), most popular sports team (by social media followers), and most successful sports team (by number of trophies).
But today, this legendary, member-owned soccer team faces significant challenges, including:
- Soccer losing the global entertainment battle against other sports and platforms
- The proliferation of closely government-related, private equity, and multi-club ownership models—while Real Madrid are a not-for-profit club owned by 92,000 members
- The financial dominance and further separation of the English Premier League, the so-called “NBA of football”
- The conflicts of FIFA and UEFA being both regulators and hosts of tournaments
- A more congested schedule, leading to a glut of matches and more player injuries
- Players who earn more from endorsements than from playing the game
- An explosion of media platforms that enable a young generation of global fans to watch and engage with sports and entertainment in new and nontraditional ways
With their top-tier status, not to mention the supremacy of their sport, hanging in the balance, Real Madrid’s trademark passion and values have never been more important.
The Real Madrid Revolution showcases what it takes to stay on top when external forces are not working your favor—and how to innovate to be stronger than ever.
