-- Comprehensive Partnership Spans E-Commerce, Retail at Santiago Bernabeu 
Stadium, and Official Real Madrid Stores --

-- Real Madrid and Legends will Unveil a New Flagship Megastore at the 
Transformed Estadio Santiago Bernabeu --

-- Expanded Retail Experience will Also Include the Launch of a New Official 
Online Store and the Reopening of Official Real Madrid Stores --

Real Madrid CF today announced an expansive omnichannel retail program, 
inclusive of an all-new official online store, the relaunch of three official 
stores in Madrid, and a new Flagship Megastore at the Estadio Santiago 
Bernabeu. Real Madrid has partnered with Legends, a premium experiences company 
with global expertise across merchandising, sales, partnerships, planning, 
technology, and hospitality, to manage all merchandise operations.

Logo - https://mma.prnewswire.com/media/775653/Legends_Logo.jpg

This new partnership between Legends and Real Madrid will further develop 
relationships with fans and deliver a seamless and integrated experience that 
truly represents the Real Madrid brand across all online and retail physical 
touchpoints. It will also play an important role in the commercial growth and 
brand development strategy of the club, where Legends and Real Madrid share the 
same vision for delivering a modern omnichannel experience.

As part of the Club's international growth strategy, the new official online 
store ( 
https://c212.net/c/link/?t=0&l=en&o=2849061-1&h=3609709978&u=https%3A%2F%2Fshop.realmadrid.com%2F&a=official+online+store 
) will include premium and exclusive Real Madrid merchandise for fans of all 
ages. The e-commerce platform will be available in eight different languages 
and features innovative design elements, an exceptional user experience, and 
will serve fans around the world. The new official online store is innovative, 
leveraging modern technology and infrastructure to allow Real Madrid to 
integrate e-commerce experiences directly into any of its digital channels. 

The official online store is a key pillar in Real Madrid's digital strategy 
that puts the fan experience squarely at the center of the business. A true 
omnichannel experience is a fundamental part of the strategy, and the 
partnership with Legends takes a major step toward the vision of a 
comprehensive shopping experience, online and in stores, for all Socios, 
Madridistas, and fans around the world to find their favorite official 
products. The comprehensive retail program will promote relevant offers in a 
seamless purchase experience, whenever and where ever fans go to engage with 
the team.

The Real Madrid Flagship Megastore will open its doors as part of the ongoing 
state-of-the-art transformation of the Estadio Santiago Bernabéu ( 
https://c212.net/c/link/?t=0&l=en&o=2849061-1&h=1902317416&u=https%3A%2F%2Fwww.realmadrid.com%2Fen%2Fsantiago-bernabeu-stadium&a=Estadio+Santiago+Bernab%C3%A9u 
), and will be a revolutionary shopping experience for Socios, Madridistas, 
local, and international fans visiting the stadium. Later this year, Real 
Madrid will open an interim Megastore at the stadium, which boasts two floors 
on the south side of the stadium. With exclusive product assortments, 
customization stations, and a new range of leisurewear and team products, 
accessories, and the widest selection of Real Madrid technical product, the 
Megastore will provide a one-of-a-kind experience for fans. Further details 
about the interim Real Madrid Megastore will be released in the coming weeks.

Additionally, Legends will reopen three Real Madrid official stores ( 
https://c212.net/c/link/?t=0&l=en&o=2849061-1&h=783504139&u=https%3A%2F%2Fwww.realmadrid.com%2Fen%2Fsantiago-bernabeu-stadium%2Fstores&a=Real+Madrid+official+stores 
) in downtown Madrid, with the latest Real Madrid kit and training wear, adult 
and kids' apparel, footballs, scarves, gifts, and more. The official team 
stores are in El Carmen, Gran Via, and Arenal, with additional official stores 
located in Barcelona and Mexico.

The comprehensive retail platforms will offer the latest assortment of fan 
gear, kits, headwear, customized products, authenticated memorabilia, and 
accessories at the stadium, online, and at official stores. Legends 
International and Legend Global Merchandise will leverage the Legends 
comprehensive service solution platform to deliver this omnichannel retail 
experience on a global basis.

Legends has worked with Real Madrid since 2018 when the company was appointed 
to provide strategic insight and guidance into optimizing commercial 
opportunities in the redevelopment of the Santiago Bernabeu Stadium. Using its 
holistic approach, Legends worked in partnership with Real Madrid to review the 
existing operations and create innovative, profitable, and fan-led experiences 
to drive the business of the stadium 365 days per year. The detailed findings 
of this work were then integrated into the designs and construction program to 
create a robust, deliverable business model. Legends continues to work with 
Real Madrid through the construction process to ensure the delivery of the 
business plan.

About Real Madrid
Real Madrid C. F. is a sport club with 118 years of history. It is the club 
with most European Cups as much in football (13) as in basketball (10) and it 
has been awarded by FIFA as the Best Club of the XX Century. Real Madrid has 
millions of fans all around the world and has been named for the second year in 
a row as the most valuable football club in Europe, according to the report The 
European Elite 2020 by the consultancy firm KPMG.

About Legends
Founded in 2008, Legends is a premium experiences company with six divisions 
operating worldwide - Global Planning, Global Sales, Hospitality, Global 
Partnerships, Global Merchandise, and Global Technology Solutions - offering 
clients and partners a 360-degree service solution platform to elevate their 
brand and execute their vision. Currently, Legends works with marquee clients 
across business verticals including professional sports; collegiate; 
attractions; entertainment; and conventions and leisure. We are the industry 
leaders in designing, planning and realizing exceptional experiences in sports 
and entertainment. Legends' corporate office in London will lead the Real 
Madrid business, in addition to fully dedicated staff based out of Madrid, and 
in coordination with Legends' 360-degree global operations. Real Madrid CF 
joins Legends' portfolio of premium brands, which also includes the New York 
Yankees and Dallas Cowboys. For more information, visit www.Legends.net or 
www.legendsinternational.com and follow Legends at Facebook, Twitter and 
Instagram @TheLegendsWay.

MEDIA IMAGES CAN BE FOUND HERE ( 
https://c212.net/c/link/?t=0&l=en&o=2849061-1&h=1360552362&u=https%3A%2F%2Fwww.dropbox.com%2Fsh%2Ftt9xc50vderhvgj%2FAABbB_H1FgAQu6lKelYn6KYra%3Fdl%3D0&a=HERE 
).

SOURCE Legends

CONTACT: Kim Mandara, KMandara@legends.net, +1 551 486 3631; Real Madrid Press 
Department, prensa@realmadrid.es