AR Real Madrid.pdf

5/19/2018 AR Real Madrid.pdf

1/126

Real Madrid2012 / 2013

Annual Report


2/126


3/126

Table of ContentsAnnual Report 2012 / 2013

06 Letter from the President

08 Football

40 Basketball

60 Members

78 Equity

90 Revenue

142 Communications, media and content

156 Realmadrid Foundation

182 Real Madrid University School - Universidad Europea

188 Veterans

194 Financial Report

210 Corporate Responsibility Report


4/126

Dear Members,

All of you are part of the most prestigious sporting institution in the world. You are undoubtedlythe people that are principally responsible for our legendary club and the guardians ofthe principles that have made it such a universal team. Thank you again for your trust ingranting me the enormous responsibility of leading Real Madrid.

I face this new era, together with the other Members of the Board, with the conviction thatwe have strengthened our club more than ever before, in difficult times and with the desirefor all Real Madrid Fans to remain united in the quest for victory.

At Real Madrid, we all know that our permanent desire to win is part of our lives. As children,

we learn that nothing is impossible and we work every day with the same intensity and belief.

We want our club to be strong in all areas, so it can compete with the best and preservethe essence of the institution of Real Madrid.

Our strategy is therefore to continue building a powerful team, capable of winning everythingit aims for and therefore fulfil your expectations. It is based on a model that has enabled usto become leaders in the world of football, a model we learned from our forbearers, whichcombines the desire to win with respect, hard work, creativity, talent, honesty, solvencyand our ever-present values.

In times of global crisis, our institution has been able to further strengthen its financialposition, one of the key factors that will enable us to continue being leaders in our field.Financial independence and the unity of our members has been the basis of our institutionalstability, which is essential to continue growing the legend of Real Madrid.

A modernized and spectacular Santiago Bernabu stadium and the completion the amazingReal Madrid City will also be our major challenges in coming years, in addition of courseto our constant efforts for more sports titles.

We want you to always be proud of Real Madrids accomplishments, because you are itsheart and soul.

111 years of history of the Best Club in the 20th Century represent a vast and challengingresponsibility for all of us. 111 years of a legend that leads the way. We will always be loyalto our history, who we are and our place in this world.

Thank you for your loyalty and commitment.

Letter from the PresidentFlorentino Prez

MANAGEMENT BOARD

Honorary PresidentAlfredo Di Stfano

PresidentFlorentino Prez

First Vice-President

Fernando Fernndez Tapias

Second Vice-President

Eduardo Fernndez de Blas

Third Vice-President

Pedro Lpez Jimnez

Secretary

Enrique Snchez Gonzlez

Members

ngel Lu is Heras Ag uado

Santiago Aguado Garca

Luis Gmez-Montejano y ArroyoJernimo Farr Muncharaz

Enrique Prez Rodrguez

Manuel Cerezo Velzquez

Pedro Lpez Jimnez

Jos Snchez Bernal

Luis Blasco Bosqued

Gumersindo Santamara Gil

Ral Ronda Ortiz

Jos Manuel Otero Lastres

Nicols Martn-Sanz Garca

Table of Contents


5/126

FOOTBALL

08

First Team

2012/13 Season

Results

The Academy

Pre-season

Table of Contents


6/126

1110 1110

Jos MourinhoCoach

Iker Casillas Raphal Varane Kpler LaveranPepe

Rui FariaAssistant coach

Antonio Adn Sergio Ramos Fbio Coentro

Silvino LouroGoalkeeper coach

Diego Lpez Ricardo Carvalho Marcelo Vieira

Miguel PorlanChendoDelegate

Jess Fernndez lvaro Arbeloa

Nacho Fernndez

Ral Albiol

Aitor KarankaSecond coach

Luis CamposAssistant coach

Jos MoraisAssistant coach

Coaches DefendersGoalkeepers

First Team2012 / 2013

Cristiano Ronaldo Karim BenzemaSami Khedira Ricardo Kak Mesut zil

Gonzalo Higuan lvaro MorataXabi Alonso Michael Essien Luka Modric

Jos Callejn ngel di Mara

Midfielders Forwards

Real Madrid C. F.Annual Report 2012 / 2013Football

Table of Contents


7/126

1312

fter its victory in the League of Records in2011/12, the whites earned the right to com-pete for the Spanish Supercopa. In the homeand away matches against Barcelona, RealMadrid fans finally gained their ninth Superco-pa, after winning 2-1 in the return match at the

Santiago Bernabu. In the Champions League, Real Madridreached the semi-finals for the third consecutive year, after

excellent performances, eliminating teams such as Man-chester United, only to be one goal away from the final. Inthe League Championship, Real Madrid was runner-up;in the Copa del Rey, after eliminating Valencia and Barce-lona, the title slipped away in extra time.

A

2012 / 2013

Season


REAL MADRID, SPANISH

SUPERCOPA CHAMPION

Table of Contents


8/126

1514

Real Madrid began the2012-2013 season withthe same group of playersthat had won the League ofRecords the previous year.Modri and Essien werethe only reinforcements ina squad that also included

Acade my pl ayers Mora ta,Jess Fernndez and Nacho.

As cur rent F irst D ivis ionChampions, Real Madridplayed for the Spanish

Supercopa against the win-ner of the Copa del Rey,Barcelona. The two teamsmet in an exciting final inwhich Real Madrid was tobe victorious. In the awaymatch, the team led by JosMourinho travelled to CampNou and, after a goal-lessfirst half, Cristiano Ronaldoput the first on the boardwith a great header. Barce-

lona equalized, but close tothe end, Di Mara made it3-2 that left everything upto the return match at theSantiago Bernabu.

The Santiago Bernabu coli-seum turned on a gala eventto welcome the Barcelonaand Real Madrid showedits class and desire to winin front of its loyal fans.In a first half completelydominated by Real Madrid,

Higuan and Cristiano Ron-aldo scored to turn the tideand come out 2-1 winners.The Ninth Supercopa stoodin the Real Madrid trophyroom, after a memorabledebut by Modri.

In the Champions League,the Whites drew Group D,called the group of death,together with three other


MAGNIFICENT IN THE FIRST HALF, REAL MADRIDTURN ED THE AWAY RESULT ARO UND AT THE SAN TIAGOBERNABEU, BY DEFEATING BARCELONA 2-1 TO WIN

THE S PANISH SUPE RCOPA

Table of Contents


9/126

1716

THE REAL MADRIDTEAM, WINNERSOF THE SPANISHSUPERCOPA

Table of Contents


10/126

1918

champions of their respec-tive leagues: Borussia Dort-mund, Manchester City and

Ajax. After thre e wins , twodraws and one defeat, RealMadrid went through assecond in its group. In thelast eight, the Whites wereto take part in the best finalsof the round against Man-chester United. In the first

match at the Santiago Ber-nabu, an amazing headerby Cristiano Ronaldo madeit 1-1 and it was all up to thegame at Old Trafford to gothrough to the next round.Real Madrid did not disap-

point its fans. The playerstook on the Dream Theatreto equalise the home teamsfirst goal and go one aheadwith goals by Modri andCristiano. Galatasaray wasthe next to fall in the quarterfinals, but in the semi-finals,it was to be Borussia Dort-mund that stood in the wayof Real Madrids quest toreach the final, despite its

IN THE COPA DEL RE Y, THE WHITESREACHED THE FINAL AF TER ELIMINATING

ALCOYANO, CELTA, VALENCIA ANDBARCELONA, WHICH IT DEFEATED 1-3

AT CAMP NOU.

Valencia was easily beatenas Real Madrid joined theother three best in thecompetition. Waiting in thesemi-finals was Barcelonaand the Whites gave a truelesson in overcoming ad-

versity by winning the returnmatch at Camp Nou 1-3,after the 1-1 home result.Cristiano was again the star,scoring two of the goals.Young Varane also shonewith a fine performance indefence. The French centraldefender also helped histeam to reach the final withtwo headers into the backof the net. Real Madrid took

excellent performance athome at the Santiago Ber-nabu (2-0), only one goalaway from its objective.

The Copa del Rey began inAlcoy in a la st si xteen match

in which Real Madrid wasclearly superior. Academyplayer Jos Rodrguez madehis debut in the away match(1-4) and even scored. Hewould later play in theLeague and ChampionsLeague. The last eight wasdecided at the Bernabu(4-0) after a hard foughtdefeat away at Baladosby Celta de Vigo (2-1) and

Table of Contents


11/126

2120

the lead in the final againstAtlt ico de Madr id wi th anexcellent goal by Ronaldo,however Diego Costa equal-ised. Despite having domi-nated the game and creatingthe best chances, includingthree shots that hit the post,Real Madrid was unable towin back-to-back titles andlost in extra time.

In the League, Real Madridwas runner-up, finishing asthe team with the most vic-tories at home of any teamin the top five European

league competitions andthe first team in the historyof the competition to reach5,500 goals, 4,000 pointsand 1,000 home wins. Inthe second half of the sea-son, Real Madrid played 16consecutive games withoutdefeat, 13 wins and threedraws, to finish with 103goals in the competition.Castilla players Casemiro,Fabinho and Omar, aswell as Real Madrid Cplayer Llorente, made theirdebut with the first team.


REAL MADRID IS THE FIRST TEAM IN HISTORY TOREACH 5,500 GOALS, 4,000 POINTS AND 1,000

LEAGUE VICTORIES AT HOME.

Table of Contents


12/126

2322

IN THE CHAMPIONSLEAGUE, REALMADRID ELIMINATEDMANCHESTERUNITED IN THELAST EIGHT, WITH

A 1-2 VICTORY ATOLD TRAFFORD

THEN DEFEATINGGALATASARAY INTHE QUARTER FINALS

Table of Contents


13/126

2524

ROUND DATE MATCH RESULT SCORERS1 19/08/2012 Real Madrid -Valencia 1-1 Higuan

2 26/08/2012 Getafe - Real Madrid 2-1 Higuan

3 02/09/2012 Real Madrid - Granada 3-0 Ronaldo (2) and Higuan

4 15/09/2012 Sevilla - Real Madrid 1-0

5 24/09/2012 Rayo Vallecano - Real Madrid 0-2 Benzema and Ronaldo

6 30/09/2012 Real Madrid - Deportivo de La Corua 5-1 Ronaldo (3), Di Mara and Pepe

7 07/10/2012 Barcelona - Real Madrid 2-2 Ronaldo (2)

8 20/10/2012 Real Madrid - Celta de Vigo 2-0 Higuan and Ronaldo

9 28/10/2012 Mallorca - Real Madrid 0-5 Higuan (2), Ronaldo (2) and Callejn

10 03/11/2012 Real Madrid -Zaragoza 4-0 Higuan, Di Mara, Essien and Modric11 11/11/2012 Levante - Real Madrid 1-2 Ronaldo and Morata

12 17/11/2012 Real Madrid - Athletic Club 5-1 Ramos, Benzema, zil, Khediraand Aurtenetxe (p.p.)

13 24/11/2012 Betis - Real Madrid 1-0

14 01/12/2012 Real Madrid - Atltico de Madrid 2-0 Ronaldo and zil

15 08/12/2012 Valladolid - Real Madrid 2-3 Benzema and zil (2)

16 16/12/2012 Real Madrid - Espanyol 2-2 Ronaldo and Coentro

17 22/12/2012 Mlaga - Real Madrid 3-2 Benzema and Sergio Snchez (p.p.)

18 06/01/2013 Real Madrid - Real Sociedad 4-3 Benzema, Khedira and Ronaldo (2)

19 12/01/2013 Osasuna - Real Madrid 0-0

20 20/01/2013 Valencia - Real Madrid 0-5 Higuan, Di Mara (2) and Ronaldo (2)

21 27/01/2013 Real Madrid - Getafe 4-0 Ramos and Ronaldo (3)

22 02/02/2013 Granada - Real Madrid 1-0

23 09/02/2013 Real Madrid - Sevilla 4-1 Ronaldo (3) and Benzema

24 17/02/2013 Real Madrid - Rayo Vallecano 2-0 Morata and Ramos

25 23/02/2013 Deportivo de La Corua - Real Madrid 1-2 Kak and Higuan

26 02/03/2013 Real Madrid -Barcelona 2-1 Benzema and Ramos

27 10/03/2013 Celta de Vigo - Real Madrid 1-2 Ronaldo (2)

28 16/03/2013 Real Madrid - Mallorca 5-2 Higuan (2), Ronaldo, Modric and Benzema

29 30/03/2013 Zaragoza - Real Madrid 1-1 Ronaldo

30 06/04/2013 Real Madrid - Levante 5-1 Higuan, Kak, Ronaldo and zil (2)31 14/04/2013 Athletic Club - Real Madrid 0-3 Ronaldo (2) and Higuan

32 20/04/2013 Real Madrid - Betis 3-1 zil (2) and Benzema

33 27/04/2013 Atltico de Madrid - Real Madrid 1-2 Di Mara and Juanfran (p.p.)

34 04/05/2013 Real Madrid - Valladolid 4-3 Di Mara, Ronaldo (2) and Kak

35 11/05/2013 Espanyol - Real Madrid 1-1 Higuan

36 08/05/2013 Real Madrid - Mlaga 6-2 Albiol, Ronaldo, zil, Benzema,Modric and Di Mara

37 26/05/2013 Real Sociedad - Real Madrid 3-3 Higuan, Callejn and Khedira

38 01/06/2013 Real Madrid - Osasuna 4-2 Higuan, Essien, Benzema and Callejn

BBVA League

StatisticsReal Madrid C. F.Annual Report 2012 / 2013Football

GOALSCORERSRonaldo 34 / Higuan 16 / Benzema 11 / zil 9 / Di Mara 7 / Sergio Ramos 4Callejn, Khedira, Kak and Modric 3 / Essien and Morata 2 / Albiol, Pepe and Coentro 1

Table of Contents


14/126

2726

ROUND DATE MATCH RESULT SCORERS

Group Phase 18/09/2012 Real Madrid - Manchester Citand 3-2 Marcelo, Benzema and Ronaldo

Group Phase 03/10/2012 Ajax - Real Madrid 1-4 Ronaldo (3) and Benzema

Group Phase 24/10/2012 Borussia Dortmund - Real Madrid 2-1 Ronaldo

Group Phase 06/11/2012 Real Madrid - Borussia Dortmund 2-2 Pepe and zil

Group Phase 21/11/2012 Manchester Citand - Real Madrid 1-1 Benzema

Group Phase 04/12/2012 Real Madrid - Ajax 4-1 Ronaldo, Callejn (2) and Kak

Final eight 13/02/2013 Real Madrid - Manchester United 1-1 Ronaldo

Final eight 05/03/2013 Manchester United - Real Madrid 1-2 Modric and Ronaldo

Quarter Finals 03/04/2013 Real Madrid - Galatasaray 3-0 Ronaldo, Benzema and Higuan

Quarter Finals 09/04/2013 Galatasaray - Real Madrid 3-2 Ronaldo (2)

Semifinals 24/04/2013 Borussia Dortmund - Real Madrid 4-1 Ronaldo

Semifinals 30/04/2013 Real Madrid - Borussia Dortmund 2-0 Benzema and Sergio Ramos

ROUND DATE MATCH RESULT SCORERS

Final sixteen 31/10/2012 Alcoyano - Real Madrid 1-4 Benzema (2), Kak and Jos Rodrguez

Final sixteen 27/11/2012 Real Madrid - Alcoyano 3-0 Di Mara and Callejn (2)

Final eight 12/12/2012 Celta de Vigo - Real Madrid 2-1 Ronaldo

Final eight 09/01/2013 Real Madrid - Celta de Vigo 4-0 Ronaldo (3) and Khedira

Quarter Finals 15/01/2013 Real Madrid - Valencia 2-0 Benzema and Guardado (p.p.)

Quarter Finals 23/01/2013 Valencia - Real Madrid 1-1 Benzema

Semifinal 30/01/2013 Real Madrid - Barcelona 1-1 Varane

Semifinal 26/02/2013 Barcelona - Real Madrid 1-3 Ronaldo (2) and Varane

Final 17/05/2013 Real Madrid - Atltico de Madrid 1-2 Ronaldo

DATE MATCH STADIUM RESULT SCORERS

24 /0 7/ 201 2 O vi ed o - Re al Ma dr id N ue vo Ca rl os Ta rt ie re 1 -5 L uc as , C he ra nd sh ev, Gr an er o a nd Di Ma r a ( 2)

27/07/2012 Benfica - Real Madrid Da Luz 5-2 Callejn (2)

03 /08 /2 01 2 L . A . G al ax y - Re al Ma dr id H om e D ep ot Ce nt er 1 -5 Hi gu a n, Di Ma r a, Ca ll ej n , M or at a a nd Je s

06 /08 /2 01 2 R ea l M ad ri d - S an to s L ag un a S am Bo yd S ta di um 2 -1 X ab i A lo ns o a nd K he di ra

09/08/2012 Rea l Madrid - Mila n Yanke e Stadium 5-1 Di Mara, Ronaldo (2), Sergio Ramos and Callejn

1 1/ 08 /2 01 2 R ea l Ma dr id - Ce lt ic de G la sg ow L in co ln F in an ci al F ie ld 2 -0 C al le j n an d Be nz em a

EDITION DATE MATCH RESULT SCORERS

X XX IV 26/09/2012 Real Madrid - Millonarios 8-0 Kak (3), Callejn (2), Morata (2) and Benzema

UEFA Champions League

Copa del Rey

Pre-season games and friendlies

Santiago Bernabu Trophy

GOALSCORERSRonaldo 12 / Benzema 5 / Callejn 2 / zil, Higuan, Modric, Marcelo, Pepe, Sergio Ramos and Kak 1

GOALSCORERS Ronaldo 6 / Benzema 5 / Callejn and Varane 2 / Khedira, Di Mara, Kak and Jos Rodrguez 1


Table of Contents


15/126

2928

eal Madrid Castilla finished in eighth position,the best affiliate team in Spain; Real Madrid C,fifth, achieved the best result in its history inthe Second Division B. The Under-18 A teamwon the Kings Cup for the first time in 20years. The three Under-18 teams, Under-16

B, Under-14 A, the two Under-12 teams, Under-10 and theJunior Under-10 teams all won their respective competitions.

Real Madrid was the club that contributed the highest num-ber of players to the three national youth teams.

The Academy2012 / 2013


AN EXCELLENT YEAR

FOR THE REAL MADRIDAFFILIATE

R

Table of Contents


16/126

3130

The best affiliate team inSpain was Real Madrid Cas-tilla, which finished eighthin the Second Division. Theteam, coached by Alberto

Toril, returned to the Span-ish Second Division, scoring80 goals and breaking itsrecord number of 69 scoredby the legendary team thatwon the Second Division in

1983/84. Forward Jes wasthe highest goal scorer inthe history of Castilla in theSecond Division. The Ca-nary Islands player scored22 goals, breaking the therecord of 21 held by EmilioButragueno in 1983/84.

Real Madrid C finishedthe season in fifth posi-tion, its best ever result inthe Second Division B. Theteam, led by Jos ManuelDaz adapted well to itspromotion in a competitionin which it had not playedsince 1996-1997. The Un-der-18 A team again wroteits name in the Kings Cuprecord books, after defeat-

CASTILLA BROKE ITS HISTORIC RECORDNUMBER OF 80 GOALS IN THE SECOND

DIVISIONAL, 22 OF WHICH WERESCORED BY JES, BEATING THE RECORDOF 21 SET BY BUTRAGUEO IN THE83/84 SEASON

ing Athletic 0-4. The victorywas celebrated by Real Ma-drid fans for the first time in20 years. Luis Miguel Ramisteam finished off a greatseason, also winning thetitle in Group 5 of the Divi-sion of Honour.

In addition to Under-18A, the two o ther Under- 18teams, Under-16 B, Un-der 14 A, the two Under-12teams, Under-10 and theJunior Under-10 teams wereall champions of their re-spective competitions.

Further proof of the extraor-dinary performances byour Academy last season

is that Real Madrid was theclub that contributed thehighest number of playersto the three national youthteams. Spain Under-21s,recently proclaimed Euro-pean Champions, includedCarvajal, Nacho and Morata(Highest Scorer in the Tour-

nament, as he was in Under-19s European Cup); in theUnder-20 team, Jes, Derik,Llorente and Rubn Ynezwere chosen; and in theUnder 19s, Jos Rodrguez,Herrero, Ral de Toms,Jaime Snchez, lvaro Me-drn and Lucas Torr werefrom Real Madrid.

Real Madrid Castilla was thebest Affiliate team in Spain,after Finishing eighth in theSecond Division.

Real Madrid C finished theseason fifth, its best ever result,in the Second Division B.

Table of Contents


17/126

3332

Academy ResultsReal Madrid C. F.Annual Report 2012 / 2013Football

Real Madrid Castilla

8th position in the Adelante LeagueBest affiliate team in Spain

Real Madrid C

5th in Group I of Second Division BBest result in history by RM CIn the Second Divison B

Under-18 A

Group 5 Champions of Under-18Division of HonourWinner of the Kings CupWinner ofthe Ourense Memorial Tournament

Under-18 B

National League Group 12 Champion

Under-18 C

Winner of Group 1 of Regional U-18 DivisionWinner of La Espiga TrournamentWinner of the 2013 Puskas Suzuki Cup

Under-16 A

Runner-up in Group 1 of the RegionalU-16 DivisionWinner of the Cabanillas TournamentWinner of the Juan Antonio PomaresTournament in Lloret de MarWinner of the Malbo Tournment

Under-16 B

Group 1 Champion in the U-16Preferente LeagueWinner of the Nike Cup (National Phase)Winner of the Juanito TournamentWinner of the Maltin Polar Tournamentin Venezuela

Under-14 A

Group 1 Champion of U-14 Division of HonourWinner of Arnedo TournamentWinner of Francisco de Goya Tournament

Under-14 B

Third place in Group 2 of U-14Division of HonourWinner of Focus Gol Tournament in MallorcaWinner of Flavio Protti-Rimini MemorialTournament (Italy)Winner of San Jos Tournament

Under-12 A

Group 1 Champion of U-12 RegionalFirst Division

Under-12 B

Group 2 Champion of U-12 RegionalFirst DivisionWinner of the Canillas Tournament

Under-10 A

Group 28 Champion of Madrid U-10Football SevenRunner-up in Final Phase of MadridU-10 ChampionshipWinner of San Nicasio TournamentWinner of 2012 Fair Play Cup in ElcheWinner of 2013 Trillo CupWinner of City of Xilxes TournamentWinner of La Poveda Tournament

Under-10 B

Third place in Group 28 of Madrid U-10Football SevenWinner of the Torrijos TournamentWinner of the Amancio Amaro Tournament

Junior Under-10

Group 21 Champion of Madrid U-10Football SevenWinner of in Final Phase of Madrid U-10ChampionshipWinner of Torneo de Reyes Tournamentin Las RozasWinner of Estrella Tournament in MstolesWinner of Espartales Sur Tournament

The Under-18 A team celebrates the first Kings Cup in 20 years.

Table of Contents


18/126

3534

eal Madrids pre-season again showed thatit is a truly universal club. The United States,host of the fourth consecutive visit by RealMadrid and for the fourteenth time in itshistory, again paid homage to a team thatcontinues to increase its legions of loyal fans

in this part of the world. A simple glance at the enormousnumber of fans waiting for the Real Madrid players before

and after every training session was evidence of how muchSoccerhas developed. F or the second consecutive year,Real Madrid won the World Football Challenge, after victo-ries in all its four games. The fans warmly received the teamat each and every training session and match.

R

2012 / 2013

Pre-season


REAL MADRID AND

THE UNITED STATES:A GROWING PASSION

Varane, during a training seesion at the UCLA Campus facilities (Los Angeles, United States).

Table of Contents


19/126

3736

Real Madrids 2012-13season began on 16 July atSports City in Valdebebas,where the players workedintensely for a week, withoutthe European Championshipplayers or Marcelo, calledto Brazil for the OlympicGames, before taking onthe pre-season friendlies.The first match was againstOviedo at the Carlos Tar-tiere Stadium, where theWhites won 1-5.

Lisbon was the next venuein the teams pre-seasonpreparation. The Whitestook on Benfica at the DaLuz Stadium in the EusebioCup. The local team won 5-2.

The United States was thenext pre-season stage, forthe third consecutive yearheld at the UCLA Campusfacilities. The first gamewas played at the HomeDepot Center against Los

Ange les G alax y and RealMadrid dominated, easilywinning 1-5.


Table of Contents


20/126

3938

Three days later Real Ma-drid visited Las Vegas for

the first time to play SantosLaguna at the Sam BoydStadium. The Whitesdefeated the M exicanTeam 1-2.

The third match was againstMilan at the Yankee Sta-dium in New York. RealMadrid beat the secondmost successful club inEurope 5-1.

The last friendly was playedon 11 August against

Glasgow Celtics. The whiteswon 2-0 and finished off aperfect pre-season. Thescenario was the Lincoln Fi-nancial Field in Philadelphia.

Stars in an NFLpre-season matchThe Real Madrid playersalso had time to enjoy othersports. In Los Angeles, aftera training session on the

pitch at UCLAs North Ath-letic Field, they took part in

a baseball training session,some even trying their handat batting and with the glove.

A few da ys lat er, in P hila-delphia, it was AmericanFootball. Cristiano Ronaldoand Sergio Ramos, amongstothers, put into practice theadvice received from profes-sional players. But the maincourse came the follow-ing day, when Real Madrid

was invited to a pre-seasongame between the Philadel-

phia Eagles and the Pitts-burgh Steelers, both teamscompeting in the NFL. Theplayers watched the matchlive at the Lincoln FinancialField and during the half-time break, Arbeloa, Xabi

Alons o and Ser gio Ramos,amongst others, kicked ballsinto the crowd.


Table of Contents


21/126

BASKETBALL

40

First Team: Players

2012/13 Season

Facts and Figures

Basketball Academy

Table of Contents


22/126

4342 43

First Team2012 / 2013

Pablo LasoCoach

Sergio RodrguezPoint Guard

Dontaye DraperPoint Guard

Sergio LlullShooting Guard

Jos RamnCuspinera

Assistant Coach

Jaycee CarrollForward

Martynas PociusForward

Rudy FernndezSmall Forward

Carlos SurezSmall Forward

Nikola MiroticPower Forward

Felipe ReyesPower Forward

RafaelHettsheimeirCentre

GuillermoHernangmezCentre

Marcus SlaughterCentre

Mirza BegicCentre

Hugo LpezAssistant Coach

Juan JessTraperoPhysical Trainer

Coaches Players

Real Madrid C. F.Annual Report 2012 / 2013Basketball

Table of Contents


23/126

4544

eal Madrid returned as the leader of SpanishBasketball by winning the Endesa League forthe 31sttime in its history in fast, attacking andspectacular style. The League title, togetherwith the Spanish Supercopa and beingrunners-up in the European Championship,

with an excellent performance, culminated in one of the bestReal Madrid seasons in recent years, thrilling its fans andlovers of basketball.

2012 / 2013

Season


REAL MADRID BASKETBALL

TEAM ENDESA LEAGUECHAMPION

R

Table of Contents


24/126

4746

Table of Contents


25/126

4948

League ChampionsIn the Endesa League, RealMadrid had a spectacularstart to the season, with 14consecutive wins, to finishon top after the home andaway games.

Pablo Laso was named bestcoach and Nikola MiroticMVP. Sergio Rodrguez wasalso include d in the 2012/13ideal five as the best pointguard, Rudy Fernndezas best small forward andNikola Mirotic as the bestpower forward.

In the quarter finals of theplay-offs, the team cameup against Blusens Monbus,easily winning 2-0. In thesemi-finals, Real Madriddefeated CAI Zaragoza.The Whites gave the Maosno chance at all and wentinto the final with a (3-0)record, playing fast andeffective basketball.

In the final, Real Madridsrival was to be F. C. Barce-lona Regal.

Afte r a 2011/12 season t hatbrought the Copa del Rey tothe Real Madrid trophy room,Real Madrid reinforced itsteam in the best way pos-sible with Rudy Fernndezand Dontaye Draper tocomplete an extraordinaryline-up outside the ring,with Marcus Slaughter andRafael Hettsheimeir join-ing to reinforce the inside.In addition, small forwardTremmell Darden signed withReal Madrid in the month ofMarch to replace the injuredMartynas Pocius.

Winners of the SupercopaReal Madrid began the2012/13 season by b rilliantlyachieving the first title atstake: the Endesa Supercopain Zaragoza, defeating thehost CAI Zaragoza 64-72. Inthe final, Rudy was chosenas MVP and Real Madriddemolished F. C. BarcelonaRegal 84-95, winning thetrophy for the secondtime. In the Copa del Rey,Real Madrid reached thequarter finals.


Table of Contents


26/126

5150

The Endesa League titlewas to be decided in thefifth match, played on19 June at the Communityof Madrid Sports Palace.

With a stadium packedwith 12,400 fans cheeringtheir team on, Real Madridleft no room for doubtand put in an amazingperformance.

With the final scoreboardshowing 79-71, Real Madridwon its 31st League Title.

With this amazing victory,Real Madrid went through tothe Final Four to be playedin London, the most impor-tant competition in Euro-pean Basketball. Awaitingin the semi-final was F. C.Barcelona Regal. After ahard fought match, RealMadrid finally came out ontop, winning 67-74 andtaking the club to its firstEuroleague final since 1995.

Its rival was Olympiacosand despite the 100-88

Felipe Reyes was namedMVP in the final and PabloLaso Coach o f the Year.

Euroleague Runner-upafter a great performanceReal Madrid qualifiedfor the final of the Eurole-ague for the first time in18 years.

In the quarter final playoffs,it was all tied with MaccabiElectra, who were no matchfor Real Madrid, in a re-sounding 3-0 result.

final defeat, Real Madridhad again fought for themost important title in Eu-rope, demonstrating to allthat it had returned as oneof the heavyweights inEuropean Basketball.

Table of Contents


27/126

5352

Endesa League

Facts and FiguresReal Madrid C. F.Annual Report 2012 / 2013Basketball

ROUND MATCH RESULT

Regular Phase

1 Real Madrid - Unicaja 79 - 64

2 Blancos de Rueda Valladolid - Real Madrid 75 - 100

3 Real Madrid - Mad-Croc Fuenlabrada 100 - 79

4 C.B. Canarias - Real Madrid 86 - 88

5 Real Madrid - Caja Laboral 83 - 81

6 UCAM Murcia C.B. - Real Madrid 64 - 79

7 Real Madrid - Gescrap Bizkaia Bilbao Basket 98 - 84

8 Assignia Manresa - Real Madrid 84 - 97

9 Cajasol - Real Madrid 63 - 71

10 Real Madrid - CAI Zaragoza 94 - 79

11 Asefa Estudiantes - Real Madrid 74 - 8712 Blu:sens Monbus - Real Madrid 87 - 97

13 Real Madrid - Valencia Basket Club 87 - 84

14 Lagun Aro GBC - Real Madrid 71 - 85

15 F.C. Barcelona Regal - Real Madrid 96 - 89

16 Real Madrid - FIATC Joventut 88 - 77

17 Real Madrid - Herbalife Gran Canaria 90 - 54

18 Unicaja - Real Madrid 67 - 91

19 Real Madrid - Blancos de Rueda Valladolid 87 - 75

20 Uxue Bilbao Basket - Real Madrid 74 - 94

21 Real Madrid - Bsquet Manresa 104 - 70

22 Mad-Croc Fuenlabrada - Real Madrid 65 - 88

23 Real Madrid - UCAM Murcia C.B. 86 - 69

24 Caja Laboral - Real Madrid 92 - 100

25 Real Madrid - C.B. Canarias 83 - 96

26 CAI Zaragoza - Real Madrid 75 - 84

27 Real Madrid - Cajasol 84 - 74

28 Valencia Basket Club - Real Madrid 88 - 79

29 Real Madrid - Blu:sens Monbus 61 - 64

3 0 Herbalife Gran Canaria - Real Madrid 74 - 76

31 Real Madrid - F.C. Barcelona Regal 78 - 65

32 Real Madrid - Asefa Estudiantes 93 - 82

33 FIATC Joventut - Real Madrid 64 - 8534 Real Madrid - Lagun Aro GBC 100 - 67

Play-offs

Q ua rt er F in al R ea l M ad ri d - B lu :s en s M on bu s 9 0 - 7 5

Q ua rt er F in al B lu :s en s M on bu s - R ea l M ad ri d 5 8 - 7 4

S em i- fi na l R ea l M ad ri d - C AI Z ar ag oz a 8 4 - 7 6

S em i- fi na l R ea l M ad ri d - C AI Z ar ag oz a 9 3 - 6 5

S em i- fi na l C AI Z ar ag oz a - R ea l M ad ri d 6 3 - 77

F inal Real Madrid - F.C. Barcelona Regal 76 - 72

Final Real Madrid - F.C. Barcelona Regal 71 - 72

Final F.C. Barcelona Regal - Real Madrid 72 - 84


Final Real Madrid - F.C. Barcelona Regal 79 - 71

Table of Contents


28/126

5554

Euroleague

Endesa Supercopa

ROUND MATCH RESULT

Semifinal CAI Zaragoza - Real Madrid 64 - 72


2013 Copa del Rey Vitoria

ROUND MATCH RESULT

Quarter-final Real Madrid - F.C. Barcelona Regal 108 - 111

XXIX Community of Madrid Tournament

MATCH RESULT

Real Madrid - Asefa Estudiantes 71 - 60

ROUND MATCH RESULT

R eg ul ar P ha se R ea l M ad ri d - Pa na th ina ik os 85 - 7 8

Regular Phase BC Khimki - Re al Madri d 86 - 85

R eg ul ar P ha se F en er ba he lk er - Re al M ad ri d 75 - 83

R eg ul ar P ha se R ea l M ad ri d - M ap oo ro C an tu 80 - 66

R eg ul ar P ha se U ni on O li mp ij a - R ea l M ad ri d 76 - 89

R eg ul ar P ha se Pa na th in ai ko s - Re al M ad ri d 79 - 68

Regular Phase Rea l M adrid - BC Khimki 104 - 81

R eg ul ar P ha se R ea l M ad ri d - Fe ne rb ah e 77 - 61

R eg ul ar P ha se M ap oo ro Ca nt u - R ea l M ad ri d 76 - 7 0

R eg ul ar P ha se R ea l M ad ri d - U ni on O li mp ij a 91 - 60

Top 16 Alba Berln - Real Madrid 63 - 77

Top 16 Brose Baskets - Real Madrid 67 - 82

Top 16 Real Madrid - Zalgiris 75 - 74

Top 16 Unicaja - Real Madrid 64 - 72

Top 16 Panathinaikos - Real Madrid 54 - 58

Top 16 Real Madrid - CSKA Mosc 86 - 78Top 16 Anadolu Efes - Real Madrid 74 - 72

Top 16 Real Madrid - Alba Berln 77 - 72

Top 16 Real Madrid - Brose Baskets 76 - 73

Top 16 Zalgiris - Real Madrid 104 - 105

Top 16 Real Madrid - Unicaja 74 - 77

Top 16 Real Madrid - Panathinaikos 73 - 74

Top 16 CSKA Mosc - Real Madrid 81 - 72

Top 16 Real Madrid - Anadolu Efes 86 - 66

To p 8 Pl ay -o ff s R ea l M ad ri d - M ac ca bi El ec tr a 79 - 53

To p 8 Pl ay -o ff s R ea l M ad ri d - M ac ca bi El ec tr a 75 - 63

To p 8 Pl ay -o ff s M acc ab i E le ct ra - R ea l M ad ri d 57 - 69

Final Four Londres 2013

S emifinal F.C. Ba rcelona Rega l - Re al Madrid 67 - 74

Final Olympiacos - Real Madrid 100 - 88


Table of Contents


29/126

5756

BasketballAcademy2012 / 2013


GROWINGCHAMPIONS

he Real Madrid Basketball Academy contin-ues to grow, improve and win titles, such asthose achieved in Madrid by the U-14, U-16and U-18s. Special mention should go to theU-14s, who also won the Spanish Champi-onship and Minicopa.A great season with

outstanding performances by centre Guillermo Hernngmez,who made regular appearances with the First team and pointguard Alberto Martn, who made his debut also in officialcompetition with the First Team.

T

Uner 16 A, Community of Madrid League Champions

Table of Contents


30/126

5958

Under 14 A had an impecca-ble season: undefeated, with49 wins in 49 matches. Theteam won the Minicopaforthe first time in the history ofthe Club, the Spanish Cham-pionship (after 14 years) andthe Madrid Championship.

Under 14 B finished in 10thposition. Under 16 A wonthe Madrid Championshipwith 26 victories and 1 de-feat. Under 16 B finished 9thin its league. The Under 18sfinished on top in the Madrid

competition and third inthe Spanish Championship.The EBA team was one ofthe youngest teams in itscategory, with 11 Under-21players, finishing 5th in itsgroup, only one game froma spot in the playoffs forpromotion to the LEB SilverLeague. Hernngmez andJimnez were called up forthe Spain Team that playedin the Under-19 World Cham-pionships and Mbaye repre-sented Senegal in the samecompetition.

Under 16 ACommunity of Madrid U-16Championship: Winners.Spanish Championship: 6th.

Under 16 BCommunity of Madrid U-16Championship: 9th.Eliminated in the Final 8 byUnder 16 A.

The EBA team, one of the youngestteams in its category.

Under 14 ACommunity of MadridU-14 Championship: Winners.Spanish Championship:Winners.Minicopa: Winners.

Under 14 BCommunity of Madrid U-14Championship: 10th.Eliminated in the Final 8 byU-14 A.

Under 18Community of MadridJuniors Championship:Winners.Spanish Championship: 3rd.

EBAEBA League. Group B: 5th.


Table of Contents


31/126

60

SOCIAL AREA

General Assembly

Insignia presentation ceremony

Election of President and Board of Directors

Member Services Office

Online Member Services Office

Member Service Line and Real Madrid Line

ritten publications and communiques

Members exclusive e-newsletter

Help desk

Player signing events

Disciplinary Committee

Members information

Allocation of new me mbers hipsemporary club membership transfer

Table of Contents


32/126

6362

Social Area2012 / 2013

GENERAL ASSEMBLY

Real Madrid C. F.Annual Report 2012 / 2013Social Area

rdinary and Extraordinary General Assem-blies were held on 30 September, 2012, inwhich the Annual Report and Financial State-ments for the 2011/2012 season were rati-fied, along with the budget for the 2012/2013season. In addition, agreement was reachedto maintain the existing membership fees:

Under 11 years of age EXEMPT

From 11 to 14 years of age 42,20

Reducida (Retired, with a minimum of 65 yearsof age and 25 years continuous membership)

61,60

Adults 123,30

Members with 50 years continuous membership EXEMPT

O

Table of Contents


33/126

6564

These fees will increasein accordance with thecorresponding VAT rate attime of accrual during theperiod from 1 July, 2013,to 30 June, 2014.

The Extraordinary GeneralAssembly a pprove d:

The modification of Article40.B, C and D.

Article 25.7 b of the club sArticles o f Associ ation.

The election of the mem-bers of the DisciplinaryCommittee for the periodMarch 29, 2013 to March28, 2017.

The election of the mem-ber of the Electoral Com-mittee for the periodMarch 29, 2013, to March28, 2017.

Insignia presentationceremonyOn 15 December, 2012, a pre-sentation ceremony was heldduring which insignias wereconferred to all memberswho had completed 25, 50 or60 years of continuous clubmembership. A total of 2149insignias were presented,of which 90 were diamond,265 gold and 1794 silver.

The clubs president, Flo-rentino Prez, presided over

the event alongside repre-sentatives from the Board ofDirectors and accompaniedby a number of Real Madridlegends led by the honorarypresident, Alfredo Di Stfano.

Election of President andBoard of DirectorsOn 22 May, 2013, in accor-dance with Article 38 B of the

Article s of Associ ation, th epresident, on consultationwith the Board of Directors,agreed to convene electionsfor President and Board ofDirectors of the club. TheElectoral Committee, under

Article 40 of t he aforeme n-tioned Articles, made publicboth the convening of the

NAME MEMBERSHIP No. POSITIOND. Florentino Prez 3.018 President

D. Fernando Fernndez Tapias 32.424 1st Vice-president

D. Eduardo Fernndez de Blas 6.275 2nd Vice-president

D. Pedro Lpez Jimnez 14.192 3rd Vice-president

D. Enrique Snchez Gonzlez 15.841 General Secretary

D . ng el L ui s H er as A gu ad o 2 .2 90 B oa rd M em be r

D. Santiago Aguado Garca 2.480 Board Member

D. Luis Gmez-Montejano Arroyo 2.519 Board Member

D. Jernimo Farr Muncharaz 3.462 Board Member

D. Enrique Prez Rodrguez 7.911 Board MemberD. Manuel Cerezo Velzquez 12.797 Board Member

D. Jos Snchez Bernal 14.250 Board Member

D. Luis Blasco Bosqued 17.009 Board Member

D. Gumersindo Santamara Gil 19.470 Board Member

D. Ral Ronda Ortiz 20.339 Board Member

D. Jos Manuel Otero Lastres 20.941 Board Member

D. Nicols Martn-Sanz Garca 23.127 Board Member

elections and the initiationof the electoral process.

On 2 June, on affirming thepresentation of only onepresidential candidate, and

in accordance with Article40, section E, point number2 of the existing Articles of

Associat ion, the El ectoralCommittee proceeded toproclaim Florentino Prezpresident of the club and af-firmed the re-election of theBoard of Directors.

President Florentino Prez and the Board of Directors during the inaugural ceremony.

The inaugural ceremony tookplace on 4 June, 2013 in thedirectors box of the SantiagoBernabeu stadium.


Table of Contents


34/126

6766

Member Services OfficeThis department continuesto offer comprehensive,personalised service tomembers and fans alike.The access is located atgate 55 of the SantiagoBernabeu stadium and isopen Monday to Friday from9 am to 7 pm. The MemberServices Office receivedmore than 11,760 visits lastyear and handled more than19,000 telephone calls.

The official email of theMember Services Office hasreplied to over 12,000 re-quests for information andadministrative assistance.

In addition, member-delegates and 100 Clubmembers, consisting of theclubs most long-standingmembers, are offered per-sonalised attention andspecial privileges in honourof their loyalty and serviceto the club.

Online MemberServices OfficeThe Online Member ServicesOffice is a web site whichallows members to performsecure, confidential consulta-tions and operations relatingto their membership withoutthe need for presenting them-selves in person in our offices,and without the limitationsof working hours:Socios.realmadrid.com

During the 2102/12013season, the online officeregistered more than 329,000visits from members whowere able to resolve theirissues with the maximumconvenience. Since itscreation in March, 2011, theonline office has receivedover 525,000 visits.

The online office currently in-cludes permanent proceduresthat allow members to modifytheir personal information(address, phone number,email, etc.), check and modifytheir banking details, changetheir pin number or performoperations relating to seating.

The office includes additionaltemporary procedures, suchas those that allow membersto request financing for theirseason tickets and member-ship fees for the 2013/12014season and request ticketsfor the Champions Leaguematches and the Copa delRey final. Temporary pro-cedures also include, forinstance, changing member-ship type, consultation of theelectoral census correspond-ing to elections of presidentand board of directors and re-quests for tickets for SecondDivision promotional play-offgames and musical events.

Florentino Prez andAlfredo Di Stfano attendingthe annual reunion of the

Club de los Cien (100 Club).


Table of Contents


35/126

6968

Member Helpline (902 212002) and Real MadridHelpline (902 32 18 09)

From the Member Helpline,all members are attended todirectly by an operator aftertheir identification and pinnumber are provided.

A tot al of 4 6,053 call s aretestament to the successof this exclusive channelof information. In addition,more than 3,055 out-goingcalls were made with a viewto providing informationabout various campaignsrelated to the group ofmembers. Furthermore, bymeans of the Real MadridHelpline, more than 61,980fans have been in contactto request information aboutvarious aspects relatedto the club.

Written publications andcommunicationsBy-laws

This is an official documentcontaining the regulationsby which the entity is gov-erned. The currently appli-cable regulations were ap-proved at the Extraordinary

General Assembly of30 September 2012.

Members newsletterOfficial publication includ-ing the institutional informa-tion of the club and news ofinterest for members.

General report

Official document containingall the activities promotedby Real Madrid: of an institu-tional, sporting, social, busi-ness, economic and commu-nicative nature, along withthe financial report.

Halamadrid Magazine,

Halamadrid Junior and

tiempo de Descuento

Quarterly magazines withall the latest from the club,including news, reports,interviews, offers and pro-motions. Last season, theywere delivered on four sepa-rate occasions to the housesof members and Real Madridsupporters.

Exclusive e-newsletterfor membersWeekly electronic reviewwhich provides Real Madrid

members with the headlinenews of the club, exclusivevideos, dates on whichtickets go on sale, footballand basketball match re-sults from the weekend anda reminder of the playerswith legendary status thatmade Real Madrid great.The E-newsletter is currentlysent to the inbox of morethan 57,000 members; thisamounts to a total approxi-mate volume of 1,965,000e-mails sent during thelast campaign.

Notifications to membersIn addition to e-newsletters,taking advantage of newtechnologies, notifications

are also sent to membersby e-mail from the Mem-bers Department as oftenas there is a need to provideinformation about the cluband according to the needsof our members. During the2012/2013 season, morethan 1,000,000 e-mails weresent containing very impor-tant and interesting informa-tion for members, therebymaking communication withthe club faster, more flex-ible and more effective. Wewant to use this medium toencourage all those RealMadrid members who havenot yet provided their e-mail address to do so in asimple and straightforward

DURING THE 2012/13 SEASON, MORE THANA MILLION E- MAI LS WERE SE NT CONTAININ G USE FULINFORMATION FOR MEMBERS


Table of Contents


36/126

7170

way at the address Socios.realmadrid.com, by register-ing with their membershipnumber and their pin codeand selecting the Changepersonal data option.

Incident ticket officeMembers have access toan exclusive incident ticketoffice open on match days,at which they can obtain aticket corresponding to theirseat number if they do nothave their membership cardwith them. In the 2012/2013season, 4,960 incidentswere resolved.

Player autograph signingsessions

At all games that RealMadrid played outside ofthe Community of Madrid,

player autograph signingsessions were organised;the clubs members wereinvited along in the cities inwhich the team played.

Member DisciplinaryCommitteeIn the 2012-2013 season,the Member DisciplinaryCommittee continued todevelop its work as a regula-tory body in this regard,in accordance with clubregulations, and the follow-ing actions should be high-lighted: a private reprimandwas issued to 46 membersand for a further 83 mem-bers, temporary bans ofmembership rights wereproposed from one monthto three years, according toeach particular case. One

age of 65, pensioners orthose who have been clubmembers for more than25 years paid a reducedmembership fee of 72.69.

3,452 members who havebeen members for morethan 50 years at the clubdo not have to pay themembership fee.

14,251 members underthe age of 11 do no t haveto pay the membershipfee either.

The club offers members: The option of financing the

yearly fee through BBVA,with the possibility of put-ting off the payment of themembership fees withoutany interest.

Priority in the purchaseof tickets for stands and

person had their member-ship status revoked.

Members dataThe group of Real Madridmembers comprises 92,120members, of whom 65,897are adults (over the age of14), 19,482 children (underthe age of 14) and 6, 741 overthe age of 65 or w ho havebeen members for more than50 years.

Of all our members, 74,755are men and 17,365 arewomen.

65,897 adult memberspaid a fee of 145.49.

5,231 members from 11to 14 years of age p aid afee of 49.80.

3,289 members over the


Table of Contents


37/126

7372

discounts in the price formembers without seasontickets.

Free access to the Ber-nabu and Real MadridFootball City Tours towitness the games of RealMadrid Castilla and theother youth system teams.

Award o f new seasonticketsIn light of the hig h demandat the club, the Board ofDirectors agreed to award3,500 new season tickets ex-clusively to members withoutseason tickets.

These new season ticketsare awarded in a transpar-ent and public way, meetinga set of objective criteria sothat they could be validatedby all members.

These are: The number of years as a

club member. The number of relatives

as members with seasontickets, provided thatthey are grand-parents,parents, children andor bothers/sisters ofthe applicant.

Number of tickets boughtin the 2012/2013 season.

Taking the three criteria intoaccount, the following pointsscale was established to putapplications into order andaward the season tickets.

The period in which applica-tions for new season ticketsmust be made was set from22 July to 15 September 2013.

NUMBER OF YEARS AS A MEMBER/YEARS POINTS15 years or more 20

10 to 24 15

5 to 9 101 to 4 5

RELATIVE OF MEMBERS WITH SEASON TICKETS POINTS

3 relatives 15

2 relatives 10

1 relative 5

ATTENDANCE AT GAMES IN 2012-13 SEASON POINTS

7 or more games 10

from 4 to 6 7

from 1 to 3 4

Temporary transfer ofseason ticket to the clubReal Madrids Board ofDirectors, acutely aware ofthe economic crisis by whichSpanish society has beenstruck and which may, un-doubtedly, impact on someof our members with seasontickets, adopted the mea-sure to allow the temporarytransfer of season tickets tothe club for a period equal toone sporting season, with anoption of a second, exempt-ing them from the paymentduring this period, but oblig-ing them to pay the member-ship fee.

This measure involved givingmembers with season tick-ets the option of making their

season ticket fully availableto the club on duly justifiedgrounds, such as:

Financial difficulties. Health-related problems. A change of address for

work reasons. A change of address for

educational purposes.

Members may request toregain their status as seasonticket holder prior to the endof the transfer period.

The period in which to re-quest the transfer of the sea-son ticket to the club wasfrom 7 to 21 June 2013.

A total of 1,2 72 membe rsagreed to this transfer.


Table of Contents


38/126

7574

Supporters groups in Spain

1. ANDALUSIA 449

Almer a 53

Cdiz 43

Crdoba 80

Granada 83

Huelva 42

Jan 69

Mlaga 54

Seville 25

2. ARAGN 40

Zaragoza 17

Huesca 12

Teruel 11

3. ASTURIAS 49

4. BALEARES 43

5. CANARIAS 31

6. CANTABRIA 26

7. CASTILE-LA-MANCHA 279

Albace te 54

Ciudad Real 76

Cuenca 45

Guadalajara 30

Toledo 74

Meetings with Supporters groups at each

away trip of the team in league competi-

tion: 610 supporters groups.

Lunch with the supporters groups of rival

teams:more than 175 supporters groupsof Real Madrid and rival teams have takenpart in the various friendly meetings be-tween fans.

Representative attendance of the club

at events organised by the Real Madrid

supporters groups:254 events. It shouldbe noted that 15 supporters groups havecelebrated their 25th birthday and one its50th birthday.

Total supporters groups at home: 2,116.

Total supporters groups abroad: 109.

12. EXTREMADURA 245

Cceres 97

Badajoz 148

13. GALICIA 129

La Corua 39

Lugo 29

Orense 26

Pontevedra 35

14. LA RIOJA 30

15. MADRID 199

16. MELILLA 2

17. MURCIA 77

18. NAVARRA 21

19. BASQUE COUNTRY 19

lava 4

Guipuzcoa 8

Vizca ya 7

NATIONAL TOTAL 2.116

8. CASTILE AND LEN 155

vila 32

Burgos 15

Len 26

Palencia 9

Salamanca 22

Segovia 19

Soria 3

Vallad olid 16

Zamora 13

9. CATALUA 126

Barcelona 75

Tarragona 18

Lrida 14

Gerona 19

10. CEUTA 1

11. COMMUNITYOF VALENCIA

195

Alican te 81

Valenci a 58

Castelln 56

Overseas Fan Clubs

ALBANIA 1

GERMANY 4

ANDORRA 1

AUSTRALIA 1

AZERBAIJAN 1

BELGIUM 7

BELARUS 1BRAZIL 1

BULGARIA 2

CHILE 1

CHINA 4

CYPRUS 1

COSTA RICA 1

CROATIA 1

CUBA 1

DENMARK 1

EGYPT 1

UAE 3

PHILIPPINES 1

FRANCE 4

GIBRALTAR 1

GREECE 1

GUATEMALA 2

EQUATORIAL GUINEA 2

HOLLAND 2

HUNGARY 2INDONESIA 2

ENGLAND 1

IRAN 1

JAPAN 2

JORDAN 1

KUWAIT 1

MOROCCO 7

MEXICO 2

NICARAGUA 1

NORWAY 1

PANAMA 1

PERU 1

Total supporters groups in the world:2,225

Supporters groups in the process of

being formed:82

2013 meeting of supp orters groups:

on 9 June, the 2013 meeting of RealMadrid supporters groups was held atthe Real Madrid Football City. It beganthe day before with a tournament of the

lower academy (benjamn) and pre-loweracademy (prebenjamn) at which morethan 1,500 people were in attendance.On Sunday, the semi finals and finals ofboth categories were held at the AlfredoDi Stfano stadium. Furthermore, morethan 1,000 supporters groups wererepresented, with an attendance ofover 6,000 people.

POLAND 1

PORTUGAL 1

PUERTO RICO 1

REPUBLIC OF CONGO 1

DOMINICAN REPUBLIC 2

RUSSIA 3

SENEGAL 1SYRIA 2

SLOVENIA 1

SWEDEN 2

SWITZERLAND 13

TUNISIA 1

UKRAINE 1

USA 6

VENEZUELA 4

TOTAL FOREIGN 109

TOTAL SUPPORTER SGROUPS IN THE WORLD 2,225


Table of Contents


39/126

7776

Supporters groupsin the world

Countries in which the 2,225 Real Madrid supporters

groups are located in the world.


Table of Contents


40/126

78

HERITAGE

A new phase for the Rea l Madr id

Football City: we are expanding

he first-team residence is operational

he work on the residence of the youth

academy is coming to an end

Remodelling of the Santiago Bernabu:

a stadium fit for the 21st century

Table of Contents


41/126

8180

he two main assets of Real Madrid, i.e. theSantiago Bernabu stadium and the RealMadrid Football City, are fundamental pil-lars of our club and they are an essential partof the identifying features of what it means tobe Real Madrid and they are the fundamen-

tal basis of the sporting, social and economic activity bothpresent and future of Real Madrid. For all these reasons, itis a priority to promote the constant improvement of theirfacilities and infrastructure and to take on new extensionand improvement projects to enable the club heritage togrow, which belongs to all members. In keeping with this

reality, during the 2012-2013 campaign, the necessary townplanning formalities were completed as progress with theprojected remodelling of the Santiago Bernabu stadiumwas finally made, and the final phase of the Contest for

Archit ectur al Ide as also came to an end, in whic h the fi nestinternational teams took part, which will enable us to turn ourstadium into the architectural icon of Madrid. With the sameaim in mind, the first-team residence became operationalin the Real Madrid Football City, and the construction ofthe youth academy residence is in the final stages and theeconomic and conceptual design assessments of the futureTheme park have been started.

Heritage

WE ARE EXPANDING

T

The residence is located in the first team area, opposite their training fields.

Real Madrid C. F.Annual Report 2012 / 2013Heritage

Table of Contents


42/126

8382

A new pha se for the RealMadrid Football City:

we are expandingSince the end of its con-struction in 2005, the RealMadrid Football City hasbecome an internationalbenchmark for elite sport-ing teams on account of themagnitude of the invest-ment made, the quality of itsinfrastructure and the func-tionality of its facilities.

As wel l as th e Alfr edo D iStfano stadium, whereReal Madrid Castilla playtheir home games, with acapacity of 6,000, it has 12football pitches of naturaland artificial grass sur-

rounded by stands with acapacity for 11,000 spec-tators, which are used aspitches for training andcompetitive games for thelower ranks of the cub, anda central multi-purposebuilding of more than18,000 m2which contains allthe dressing rooms, gym-nasiums, training rooms,managers offices and theMedical Centre, with a hy-

drotherapy area for recov-ery. With 1,200,000 m2, the

Real Madrid Football Cityis the largest football centrein the world.

Faithful to its innovativespirit, the club has devel-oped the construction ofa new phase of the RealMadrid Football City, com-prising the residences ofthe first team and youthacademy. A historic feat isachieved with this 3rd phase.There is already a residencefor the first team and a resi-dence for the youth acad-emy will soon be finalised forthe first time in our 111-yearhistory, and both buildings

will be inside the Real Ma-drid Football City.

The first-team residenceis operationalOn 13 July, the new first-team residence at the RealMadrid Football City be-came operational.

The purpose of this resi-dence is to raise the com-petitive factor of our team.

FAITHFUL TO ITS INNOVATIVE SPIRIT, THE CLUB HASDEVELOPED THE CONSTRUCTION OF THE 3RD PHASE OF

THE REAL MADRID FOOTBALL CITY, COMPRISING THERESIDENCE OF THE FIRST TEAM AND THE YOUTH ACADEMY

In the dining-room of the residence, the coexistence of the group is promoted both during training sessionsand when teams gather prior to matches.


Table of Contents


43/126

8584

The intention is to improveand facilitate the workingconditions of the playersand coaching staff duringtraining sessions with newservices and resources

so that the amount of timespent by the players at ourReal Madrid Football Citycan be effectively extended.

The residence will also beused when our first teamgathers prior to a match;up to now, the team wouldgather at external hotels.Meli Hotels International,

a leading company in thesector and with a proventrack record and prestigein this kind of service, isresponsible for the manage-ment of the residence.

The residence is located atthe very heart of the first-team area, at the culmina-tion in the shape of a T ofthe target building, oppositeits training pitches and adja-

FOR THE FIRST TIME IN ITS 111-YEARHISTORY, THE CLUB HAS TWO OF ITSOWN RESIDENCES INSIDE THE REALMADRID FOOTBALL CITY FOR THE FIRST

TEAM AND THE YOUT H ACADEMY

cent to the building contain-ing its dressing rooms, itsgymnasium, the office areasof the coaching staff andadditional rooms and thehydrotherapy area.

The residence has threefloors and a garden of its own.On the ground floor, along-side the main door is a recep-tion area, which provides ac-cess to the visiting rooms andto a large living area, wherethere are several areas for theuse of all the players (projec-tion room, digital library, ac-tive games room, games andtelevision room, etc.). On the

ground floor, there is also aswimming pool measuring10 m wide and 20 m long,and with a maximum depth of2.10 metres, which providesfor recovery and strengthen-

ing sessions.

On the first floor, there areseveral academic trainingrooms which help with theimprovement of languageson an individual basis or ina group, supplement edu-cational activity or any othertraining activity. This newbuilding has a kitchen anda large dining-room witha patio.

View from inside the first-teamresidence looking out towardsthe training pitches and theyouth academy residence.


Table of Contents


44/126

8786

On the first floor, there are32 bedrooms and a physio-therapy room.

The second floor is exclu-sively dedicated to bed-rooms and has a large patiowhich provides splendidviews of all the trainingpitches of the Real MadridFootball City and the privi-leged surroundings in w hichit is located.

In total, there are 57 indi-vidual, comfortable andfunctional bedrooms.

The project has been devel-oped by the ArchitecturalFirm Lamela, which alreadydesigned the Real MadridFootball City, and was ableto count on the collabora-tion of the interior designerFrancesc Rif. Prioritywas given to comfort andwarmth in an attempt to cre-

ate a pleasant area for thedaily work and gathering ofplayers and coaching staff.The work, performed by UTEFCC-San Jos, lasted al-most a year, with an innova-tive construction system ofpre-manufactured modules.

This residence includesthe latest advances intechnology, comfort anddesign, applied to the par-ticular features of the club,making it an internationalreference point.

Thanks to these new state-of-the-art facilities, theheritage of the club hasgrown; our Real MadridFootball City is expanding;the competitiveness of ourfirst teams is growing andReal Madrid is consolidat-ing its position as a leaderof sporting clubs in terms ofits facilities and resources.

WITH 57 BEDROOMS AND SPLIT OVER THREE FLOORS,THE N EW FI RST-TEAM RESIDENC E INC LUDES T HELATEST IN TERMS OF TECHNOLOGICAL ADVANCES,COMFORT AND DESIGN, MAKING IT AN INTERNATIONALREFERENCE POINT.

The residence has a hydrotherapy area that is used by the players to recover from injuries.


Table of Contents


45/126

8988

The work on the residenceof the youth academy iscoming to an endThe construction of theyouth academy residenceis coming along according

to schedule and it is pro-jec ted tha t it may be f ina l-

THIS SE ASON SAW THE F INA L DRIVEFOR THE REMODELLING PROJECT OF

THE SAN TIAGO BER NABU WI TH TH ECONCLUSION OF THE NECESSARY

TOWN P LAN NING FOR MAL ITY AND THEDEVELOPMENT OF THE FINAL PHASEIN THE INTERNATIONAL TENDER OF

ARCHITECTU RAL IDE AS

ised before the end ofthis year.

The construction systemis similar to that of the first-team residence. This particu-

lar residence for the youthacademy included as part ofthe Real Madrid Football Citywill be a home and will makea huge contribution to thecomprehensive training ofthose who dream of p layingat the Bernabu someday.

Remodelling of the San-tiago Bernabu: a stadiumfit for the 21st centuryDuring the 2012-13 season,

the final impulse was givento the remodelling projectof the Santiago Bernabustadium.

The necessary town plan-

ning formality was complet-ed and the development ofthe final phase of the Inter-national Contest of Archi-tectural Ideas.

The four teams invitedto the Contest, RafaelMoneo/Herzog & de Meuron,Norman Forster/Rafael dela Hoz, Lamela/ Populousand GMP Archiekten/L35/Ribas, developed each of

their proposals - which wereexhibited at the Assemblyof members on 29 Septem-ber 2012 - dealing with thetechnical observations aris-ing from the first phase. The

result included four extraor-dinary projects with a highdegree of definition andwith a business plan of eacharchitectural proposal whichguarantees the economicviability of the operation.

The first-team residence includesthree floors and it becameoperational on 13 July.


Table of Contents


46/126

REVENUE

90

Management of capacity and VIP Area

Sponsorship and Advertising

our and Friendly Matches

Facilities Management

Relationship Marketing

New Media

Table of Contents


47/126

9392

Managementof capacity and

VIP Area

ATTENDANCE FIGURESREMAIN AT THETWO-MILLION MARK

During the 2012-2013 season,the attendance figure at theSantiago Bernabu again sur-passed the two-million mark.

Number of tickets soldThis season again saw morethan half a million ticketssold (502,000) through allmedia (Internet, ticket of-fices, telephone). I nternet

is the most commonlyused medium.

Seat transferThe Season Ticket Transferservice saw an increase of12% compared with the2011-2012 season, surpass-ing 130,000 tickets trans-ferred, which amounts toconsiderable discounts forour members in the renewalof season tickets.

Basketball For the first time, the atten-dance figure of 300,000 fanswas surpassed at the Palaciode los Deportes, representingan increase of 17% comparedwith the 2011-2012 season.On the other hand, the saleof tickets increased by 42%(76,000 tickets) in relationto the previous season;

the internet was the mainsales channel.

We should point to an in-crease of 18% in seasonticket holders compared withthe previous season. Thefigure of 5,000 season ticketswas surpassed.

Real Madrid C. F.Annual Report 2012 / 2013Revenue

Table of Contents


48/126

9594

Fulfilment of commitmentsin the 2012/2013financial year

Football

Total number of seasonticket holders

58,852(all are members)19,298season ticket holders

39,554Euro seasonticket holders

BasketballTotal number of seasonticket holders 5,200

2,525are members

1,251are Real Madridmembers

1,424are public


Table of Contents


49/126

9796

Real Madrid VIP areaThe Real Madrid VIP areacurrently has 4,850 seatsdistributed over all the sec-tions of the Santiago Bern-abu stadium and 500 bas-ketball seats at the Palaciode los Deportes.

The Bernabu VIP spaces

are distributed over 245boxes (3,074) and 1,776individual seats, both insideand outside. Furthermore,

the four stadium restaurants(Puerta 57, Asador de laEsquina, Real Caf and ZenMarket) become hospitalityareas at each match.

The vast majority of the 380clients per season of the VIParea are companies from allsectors of activity (multina-

tionals, Ibex35 companies,small and medium sizedcompanies, etc.) During the2012-13 season, more than14,000 tickets were soldfor specific games and themarketing of this kind ofproduct amounted to 12%of the total revenue of thedepartment.

In keeping with the policyof modernisation and opti-

DURING THE CAMPAIGN, MORE THAN14,000 VIP SEATS WERE SOLD; THISIS A PRODUCT WHOSE MARKETINGREPRESENTED 12% OF THE TOTALREVENUE OF THE DEPARTMENT

misation of infrastructure,several areas of the VIP areahave been remodelled thisyear with a view to providinggreater comfort for clients.

The management model ofthe department is still thesame, based on the pricepolicy per seat and area.

Furthermore, an emphasishas been placed on a newstrategic objective, which isto promote VIP products onan international scale andthus increase the marketshare. Therefore, the VIParea, during this campaign,participated in importantfairs in Spain such as FITURand international fairs suchas Turespaa and the Ma-drid Convention Bureau in

the UAE. In addition, agree-ments with travel agenciesand tour operators wereconcluded and, in the future,ways of boosting the pres-ence in markets such asMexico, Russia and Chinawill be looked into.

On the other hand, the VIP

Area was pres ent on Span-ish on-line media, to incen-tivise the sale of specificgames, and ways of gaininga presence on other plat-forms, both on and off lineplatforms, is being lookedinto, which is why a mediaplan has been established.

Table of Contents


50/126

9998

eal Madrid, as a prestigious entity of worldwiderecognition, is able to count on the sponsorshipof multinational companies leading the way intheir sector of activity which share and pre-scribe the values and principles by which theconduct and image of our club are governed.

Sponsorshipand Advertising

THE ALLIANCE WITH EMIRATES

HAS BEEN STRENGTHENED

R


Table of Contents


51/126

101100

International sponsorshipEmirateswill be the newmain sponsor as from nextseason.

Continuing the alliance whichbegan last year, Real Madridand Emirates presented thenew sponsorship agree-ment between both entitiesat the end of season in the

Santiago Bernabu stadium,according to which the nameof the largest airline of theUAE will be present on the

shirt of the greatest teamin the world until the end ofthe 2017-2018 campaign,thus becoming the new MainSponsorof the club as fromnext season.

Emirates is one of the lead-ing airlines in the world, witha presence on the six con-tinents and activity in morethan 66 countries, operat-ing more than 1,000 weekly

flights from Dubai and trans-porting more than 31.4 mil-lion passengers of all nation-alities in the past year.

The signature of this agree-ment will help Real Madridto get even closer to all thefans that it has through-out the world, especially incountries where our newpartner operates.

On the other hand, Bwincon-veyed that it will extend its al-ready long-term relationshipwith Real Madrid through anew agreement in which the

Austrian mu ltinational willbecome the new official digi-talpartnerof the club as fromnext year. The new agree-

ment caps the successfulsponsorship of the shirt forthe last six seasons, makingit one of the most productiveassociations in football,helping Real Madrid to wintwo la Liga titles, two Span-ish Super Cups and theCopa del Rey.

Afte r this era a smain s pon-sorin which Bwin estab-lished itself as the leading

THE NAM E OF T HE L ARGE ST AIRLINEIN THE UAE WILL ADORN THE SHIRT OF

THE TEA M UNT IL TH E 2017/18 CAMPAIGN


Table of Contents


52/126

103102

BRANDS OF GREAT INTERNATIONAL PRESTIGESUCH AS AUDI AND THE MAHOU-SAN MIGUEL GROUPHAVE RE-ASSERTED THEIR CONFIDENCE IN THE REALMADRID PLATFORM TO REACH THE FANS THAT

THE C LUB HAS THROUGH OUT THE WORLD

on-linegaming brand inEurope, its sponsorshipstrategy has developed intothis new digital agreementwith the club, focusingon developing its activitieson the digital platforms ofReal Madrid.

As a re sult of th e con necti onwith and constant endeav-our of Real Madrid in thepursuit and attainment ofcommon objectives with oursponsors, brands of greatinternational prestige suchasAudi or the Mahou-SanMiguel Grouphave re-asserted their confidence inthe Real Madrid platform asa tool they can use to ex-pand and consolidate their

brands at an internationallevel with various advertis-ing and marketing cam-paigns, reaching all the fansthat our club has throughoutthe world.

In the second season bind-ing Real Madrid and BBVA,BBVAtook the agreementto territories concerned notonly by the transfer of im-age values but also to the

field of business betweenits clients, by organisingthe first annual meetingof the Consumer FinanceDepartment at the SantiagoBernabu. Thus, its 100most significant clients forthis department in the vari-ous geographic locationsthroughout the world shareddays participating in pro-fessional events (throughspeakers from Real Madridand external speakerswho provided content ofgreat interest and messagesfor creating business oppor-tunities), uniting them witha unique experience whichyou can only be part ofas a preferential clientof BBVA through the spon-

sorship with Real Madrid.But this year, it also devel-oped products targetingthe members of Real Ma-drid with a view to provid-ing improved advantagesand opportunities withinthe banking sector for thisgroup, with the launch ofthe Real Madrid-BBVA card,with which they were ableto finance both the member-ship fees and the season


Table of Contents


53/126

105104

tickets for next seasonwith unbeatable marketconditions.

Yamah a, new regionalsponsor

As par t of r egio nal ag ree-ments signed by the club,this season we welcomed

Yamaha, which will sponsorReal Madrid in Thailand inthe sector ofscootersandmotorbikes. Their immenseconfidence in our brandwas consolidated by thewonderful reception of ouragreement on their territory.

A sign of th at is t he ScooterYamaha - RM project whichwill come to light at the startof next season in Thailand.

in the food sector in South-East Asia and STC,the maintelephony operator in Saudi

Arabi a and t he Mid dle Ea st,consolidate their statusas strategic partners tocontinue developing theReal Madrid brand aroundthe world.

After the re newa l at th e sta rtof the season of its officialsponsorship agreement,Telefnica has entered intoan agreement with RealMadrid for a further twoseasons. It is the concernand the intent to take thebenefits or our associationto maximum levels whichdefines the colossus oftelecommunications, as it

is always committed to in-novation as reflected by theidea of Nights Visits. Thisis an exclusive initiativeavailable at the SantiagoBernabu stadium duringthe night to offer its guests aunique opportunity to enterits facilities and enjoy a one-

off experience.

National sponsorshipAt ti mes of grea t dif ficu ltysuch as those by which weare currently concerned,large entities put their trustin Real Madrid as the strate-gic partner to develop ac-tions and exclusive projectswhich are adapted to thespecific needs of their sec-tor which enable them

In this sponsorship model,Empresas Polaris alsopresent; it is a leading com-pany in the food and massconsumption industries inVenezuela and it is renewingits agreement with us for afurther three years. The out-put of our association in its

area of activity from the verybeginning has been fully inkeeping with the expecta-tions of Empresas Polar,as shown by the new agree-ment and the huge activitydeveloped up and downthe country.

Dua Kelinci,a benchmarkcompany in the Indonesiansnack ssector, the Thaicompany Thaibev, a leader

Ramos, Marcelo and Arbeloawere in attendance, alongsideFlorentino Prez, at the presen-tation of the sponsorshipagreement with Nivea.

Table of Contents


54/126

107106

to set themselves apart fromthe competition.

Coca-Colacontinues toshow its trust for one moreyear in Real Madrid as astrategic partner, by renew-ing and extending its pro-ductive contractual rela-tionship with the club until2015. As in previous years,Coca-Cola has been able todevelop various marketingactivities through the RealMadrid platform and therebyvery successfully promotethe sale of its different prod-ucts through sport and thevalues that both companieshave shared for many years.

The implementation of rightsat a promotional and pub-lic relations level and thecontinued expansion of newcommunications platformsagain enabled our sponsorsSoln de Cabrasand Sani-tas to be able to carry outactivities which are broadlyvisible and perceptive dur-ing this campaign on behalfof their clients.

At the same t ime, s pecia lmention should be madeof the case of two largemultinationals, Samsung,a global leader in digitalconvergence technologiesand Campofro,a lead-ing company in the sectorof meat products in Spain,which, after a relationshipbased more on the visibilityand reputation of our ad-vertising platforms, consoli-dated their project with ourentity by joining thepoolofReal Madrid sponsors. Thisnew status as sponsor hasenabled them to maximiseopportunities and obtain im-proved results by strength-ening their strategy with theimplementation of the newrights acquired.

Real Madrid and Samsungbegan their collaboration in2006; this relationship hasbeen growing over recent

years as they seek a broaderagreement to reflect thecommitment that both enti-ties have for innovation. Theresult was the project of this2012/13 season, wherebythe Real Madrid platformwas the basis for the inno-vative Samsung technologyin various formats, both interms of brand image and inthe form of a state-of-the-art product within a com-

LARGE ENTITIES REGARD REALMADRID AS THE STRATEGIC PARTNER

TO DE VELOP ACT IONS AND EXCLUS IVEPROJECTS WHICH ARE ADAPTED

TO THE NEEDS OF THEIR S ECTORS

pletely cutting-edge projectin which the Santiago Bern-abu will provide all the fansof elite sport with an innova-tive experience. The Koreanbrand also handed over itssmartphone Galaxy Note IIto the players of the first-team squad, in reflection ofits new status as a techno-

logicalpartnerof the club.

On the other hand, Cam-pofro, which has a broadgeographic presence and aportfolio of leading brandsand the confidence of mil-lions of consumers, willcontinue to be involved withReal Madrid until 30 June2014, which demonstratesthe positive synergy estab-lished between both brands

over the last three seasonsthat they have been workingtogether. The result of thatis the increase in the num-ber of fans throughout itssocial networks, thanks tothe ties with the Real Madridimage, one of its objectivesto generate engagement.They have developed many

original activities and a funway to bring fans closer tothe various sensations of-fered by both brands.

The Real Madrid squad,at the event to hand overthe Samsung phones.


Table of Contents


55/126

109108

BEIERSDORF,new official sponsor.During this season, the Bei-ersdorf Group,number oneon the international stage interms of skin care, and RealMadrid implemented an im-portant sponsorship agree-ment for the Spanish marketwhich will run until the endof the 2015-2016 season.

The passion for footballplays an important rolewithin the marketing strat-egy of the prestigious menshealthcare brand Nivea Men,and this brand regardedReal Madrid as the greatally which would enable it toconnect to consumers on anemotional level.

The players had an activerole in the communicationactivities of Nivea Men fromthe word go, as they werepresent at the launch cam-

paign and the developmentof wholly innovative activi-ties which enabled them toget closer to consumers; aclear example of that is t helaunch of the mobile ap-plication Football Friends,which enables interactionwith the players thanks tothe use of the latest pos-sibilities of smartphones interms of special effects, andthis is the first application

to be developed using thistechnology. The agreementwith Real Madrid also repre-sents the start of a new eraof Nivea Men, as the brandis re-positioning itself andappears with a new image.

Image of playerssThe Real Madrid players col-laborate with leading brands,many of which in turn spon-sor the club, endorsing theirproducts and taking part inmarketing activities whichstrengthen these ties.

The German multinationalAdid as is adding Marceloto its large family of elitesportsmen, as he is one ofthe first-team captains andone of the senior players forhis national side. As a resultof this new agreement withthe Brazilian full-back, thetechnical sponsor of RealMadrid increases its portfo-

lio of first-team players whohave tied their image indi-vidually and who have thelatest technology in sportingequipment which the brandmakes available to them.


Table of Contents


56/126

111110

Iker Casillas, the Real Ma-drid captain, is one of thebenchmark players in whombrands place their trust.

Along w ith his much docu-mented agreements withthe Mahou-San MiguelGroup, BBVAandAdida s,with which he has beenworking for several seasons,he is adding the followingthis year: Hyundai, which,after its ties with the playerlast season, in relation toa very specific project withthe presence of other foot-ballers, has placed its trustin Iker on an individual levelas the face of its companyfor the next two years, de-veloping campaigns whichperfectly reflect the synergyof the values of both.

H&S, shampoo brand ofthe Procter&Gamble group,added the Spanish goal-keeper to itspoolof lead-ing sports stars, and he hasbecome the face of thisbrand for a large part ofEurope and the Middle East.The confidence and atti-tude of Iker are the essenceshared with the brand. Overthe next two years, we will

see Casillas in conventional

advertising campaigns, tak-ing advantage of new tech-nologies and even being partof an exclusivepackaging.

Last season, Xabi Alonsoadded to his spectrum ofbrands for which he was

the face, from Indonesia toour country.

Last summer he travelledto Indonesia, where he was

presented as the new face

of some of the clubs spon-sors in that territory, DuaKelinci, which enabled theties of the brand to be fur-ther strengthened with theimage of Real Madrid. Xabitook centre stage in the newTV campaign and carriedout various public relationsactivities in Jakarta.

In addition to its officialsponsorship agreement

in Thailand,Yamaha also

chose Xabi Alonso to beits benchmark in the Asiancountry during this cam-paign. The ties with thecompany were visible fromthe very first moment, par-ticipating alongside theChairman of the same inthe presentation ceremonyof the new alliance withReal Madrid, and in the cam-paign carried out throughoutthe country.


Table of Contents


57/126

113112

In Spain, Xabi Alonso be-came the new face for thenext two years, of the cloth-ing company Emidio Tucci,with a view to renewing thisagreement.

Through advertising mate-rial in which the fashionseasons were presented, itwas perceptible to see howelegance and design areperfectly married up withthe new line of Emidio Tucci.

To the many advertisingagreements previously heldby Kak, two new brandswere added last season, theofficial school of languages

Wise UpandVolkswagen Brazil.Both companiesdecided to put their faith inthe Brazilian star and makehim the ambassador of thebrand, thereby taking advan-tage of how close the 2014World Cup in Brazil is.

The figure of CristianoRonaldo undeniably tookcentre stage on the com-mercial front for another

season. The Portugueseplayer added many imageright agreements this year tohis already comprehensiveprofile of advertising agree-ments. Besides the renewalwith Toyota for Middle Eastand North Africa, the agree-ments with brands as impor-tant as KFC, Mobily(EtihadEtisalat), Herbalife, Bimbo,Jacob & Coor JBS on aninternational level must beadded. Cristiano continuesto beat all records on andoff the field.

Gonzalo Higuan took cen-tre stage at the last DirecTVcampaign last season, with

an entertaining ad. With aview to increasing both itsaudience and the number ofsubscribers in South Amer-ica, DirecTVlaunched anadvertising campaign called

Therapy, consisting ofthree ads, in which a therapysession is recreated with ahumorous tone between theplayer himself and an Argen-tine fan of his.

Benzema is again the face ofFIFA 2013,the most popularselling football video gamein the world. The popularityof the player is like a magnetfor the large French brands.The latest to associate itsimage with that of Benzemais Buzz mobile,a consoli-dated telecommunicationscompany which has renovat-ed the French market with itsinnovative and aggressive

proposals and has found itsperfect ambassador in theforward. Both EA Sports andBuzz mobile conveyed theiralliance with Benzema to theworld through the produc-tion of many advertisements.


Table of Contents


58/126

115114

Tour and FriendlyMatches

In the 2012-2013 preseasonthe team played six friendlymatches in Europe andthe USA The first two wereagainst Oviedo in Asturiasand Benfica in Lisbon.

The UCLA campus wasagain the venue of the mainpreseason training campuntil 11 August. These were14 days of work in whichthe team played four friend-lies as part of the WorldFootball Challenge.

The first match was againstL. A. Galaxy, and the sec-ond against Santos Laguna.

Real Madrid travelled toNew York to face Milan.

The Whites finished theirpreseason with a win againstCeltic in Philadelphia.

In the busy preseasonagenda the club combinesthe interests of our spon-sors and partner companieswith the idea that they makethe most of the presence ofour players in the differentdestinations to take part inthe events that are organ-ised and the matches thattake place.

DATE MATCH RESULT

24 / 07/2012 Real Oviedo - Real Madrid 1-5

27/ 07/2012 Benfica - Real Madrid 5-2

0 3/ 08 / 20 12 L os An ge le s G al ax y - R ea l M ad ri d ( Lo s A ng el es , U SA ) 1 -5

06 /08 /2012 Real Ma drid - Sa ntos La guna ( Las Vega s, US A) 2 -1

09 /08/2012 Real Madrid - Milan (New York, USA) 5-1

11/08/2012 Real Madrid - Celtic (Philadelphia, USA) 2-0

Preseason Calendar


Table of Contents


59/126

117116


FacilitiesManagement

MERCHANDISING

AND DISTRIBUTION

fter renewing our agreementwith A

AR Real Madrid.pdf

Documents

Transcript of AR Real Madrid.pdf