Real Madrid make shock decision to change name of iconic Bernabeu stadium ahead of new LaLiga season

REAL MADRID have changed their iconic stadium name. The historic Santiago Bernabeu will now simply be known as the Bernabeu as the Spanish giants look to turn their famous home into an even bigger global commercial brand. The ‘Santiago Bernabeu’ has shortened its name to the ‘Bernabeu’ Credit: Getty The Bernabeu is one of the world’s most iconic stadiums Credit: Getty BBC Sport says the decision has been made for commercial reasons as Madrid continue to expand the stadium’s role beyond football. It means that the first name of the most important figure in Real Madrid‘s history has been removed from the stadium name, but his remarkable legacy at the club remains firmly intact. Sign up for the Football newsletter Thank you! Bernabeu was a Madrid player between 1921 and 1927 and even took charge as manager during the 1926/27 campaign before becoming club president in 1943 – remaining in the role for an extraordinary 35 years until his death in 1978. During his reign, Los Blancos won 16 league titles and six European Cups, while Bernabeu also oversaw the redevelopment of the club’s famous stadium. The ground was subsequently renamed in his honour, making the latest change all the more striking. But the move is less about erasing history and more about building a modern commercial identity around the venue. Madrid want the Bernabeu to become a year-round entertainment destination, hosting everything from NFL games and concerts to other major sporting and cultural events. The vision is similar to the Tottenham Hotspur Stadium, which has been transformed into a multi-purpose venue capable of generating huge revenues outside football. Most read in Sport BEST ONLINE CASINOS – TOP SITES IN THE UK Real Madrid are the most decorated club in world football, with 15 Champions League titles to their name Credit: Getty Madrid have already spent eye-watering sums to make that vision possible. The huge Bernabeu redevelopment cost around €1.3billion, with work beginning in 2019 and finally completed in 2025. The overhaul turned the famous football ground into a futuristic entertainment hub, complete with a retractable roof, 360-degree video scoreboard and state-of-the-art retractable pitch. The idea is to ensure the stadium is capable of hosting events throughout the year while simultaneously becoming one of the biggest commercial assets in world sport. So while Santiago Bernabeu’s full name may no longer be used commercially, his connection with the club is not disappearing. The stadium remains a monument to the man who helped build Real Madrid into the European powerhouse it became. And Real are not Madrid’s only club looking beyond football when it comes to their stadium. Last month, city rivals Atletico Madrid agreed a 10-year deal to host concerts at the Estadio Riyadh Air Wanda Metropolitano, with between 15 and 20 shows expected every year during the football off-season. Both of Madrid’s stadiums will now become multi-purpose arenas capable of hosting more than just football matches Credit: Getty Atletico are reportedly expecting to pocket up to €1million in net revenue per concert, with the agreement also containing an option to extend beyond its initial decade. Barcelona are following a similar path with the Spotify Camp Nou, where the naming-rights deal has turned the iconic stadium into a commercial and entertainment brand in its own right. The partnership combines football with music, major events, brand activations and corporate entertainment. The bigger picture is clear – Spain‘s biggest clubs increasingly seeing their stadiums as entertainment businesses rather than simply places to play football. Real Madrid have also shown before that they are willing to adapt their famous image for commercial purposes. Back in 2017, the club agreed for its crest to be altered on official products sold in six Middle Eastern countries, with the small Christian cross removed from the crown. The change applied to merchandise sold in the United Arab Emirates, Saudi Arabia, Qatar, Kuwait, Bahrain and Oman. Real’s partner Marka said at the time that the decision was made because some Gulf markets were sensitive to products featuring the cross. Real Madrid removed cross from top of crest to sell more shirts in Middle East back in 2017 The deal was reportedly worth €50m over five years, highlighting just how seriously Madrid take the global commercial value of their brand. The same thinking now appears to be behind the Bernabeu decision. Santiago Bernabeu was the man who helped build Real Madrid’s history. Now, Bernabeu is the brand Madrid want to take into the future. Comment now