RM Annual Report 2013 14

Real Madrid
Annual Report 2013 - 2014

Table of Contents
06 Letter from the President 186 Communications,

media and content
08 Historical farewell to
Alfredo Di Stéfano 202 Real Madrid Foundation
Real Madrid
Real Madrid
26 Football 230 Graduate School -
European University
70 Basketball 236 Veterans
90 Members 242 2013 - 2014

Management Report
108 Property 256 2014 - 2015 Season

Consolidated Budget
134 Revenue 260 Corporate Social

Responsibility Report
Letter from the President
Florentino Pérez Dear Members,
The Tenth European Cup now rests at the Bernabeu. On May 24 in Lisbon, together we raised
a new European Cup. Your support, your passion and your commitment were vital factors in
our team achieving its long-awaited goal.
BOARD OF DIRECTORS We must now be aware that the unity of Real Madrid has been one of its essential strengths in
gaining one of our major accomplishments in our 112-year history. Real Madrid is the first club
Honorary President to win 10 European Cups. An amazing feat, which brings our achievements the admiration of
Alfredo Di Stéfano the entire world of football.
President Fate had it that this was to be the last game for our beloved Honorary President, Alfredo
Di Stéfano. It will be very difficult for our club and especially for myself to live without the
Florentino Pérez
presence of the greatest player of all time. Alfredo Di Stéfano changed the history of this club
forever and paved the way for the legend to continue: never give up.
First Vice-President
Fernando Fernández Tapias Sergio Ramos’s goal in the 93rd minute was the result of that spirit, the desire to succeed and
to give your best until the very end, a legacy that Alfredo Di Stefano has left at real Madrid.
Second Vice-President We will never forget him.
Eduardo Fernández de Blas
We won the Tenth European Cup, another Copa del Rey and, in Basketball, the Super Cup
and another Copa del Rey. However, as you all know, at Real Madrid it is not enough and we
Third Vice-President
always strive for more. There is no room for complacency.
Pedro López Jiménez
Today, Real Madrid is the leading name in world football, to which we were witness at the last
Secretary UEFA Gala, where Cristiano Ronaldo also consolidated his status as the best player in the
Enrique Sánchez González world. We have succeeded on the pitch and also achieved our best financial position in the
history of the club. Financial stability requires institutional stability and therefore being even
Members stronger, the basis for our success on the pitch.
Ángel Luis Heras Aguado
We look to the future with the hope of continuing to make your dreams come true and, for my
Santiago Aguado García
part, I face the future with pride and the immense responsibility of earning your trust. Our unity
Luis Gómez-Montejano y Arroyo is essential to achieve our goals. We have the Tenth European Cup, but our main goal is to be
Jerónimo Farré Muncharaz the best club in the XXI Century.
Enrique Pérez Rodríguez
Manuel Cerezo Velázquez Thank you for your loyalty to Real Madrid.
José Sánchez Bernal
Luis Blasco Bosqued
Gumersindo Santamaría Gil
Raúl Ronda Ortiz
José Manuel Otero Lastres
Nicolás Martín-Sanz García
Alfredo Di Stéfano died on 7 July 2014.
Real Madrid
Historic farewell to
Alfredo Di Stéfano
Alfredo Di Stéfano
“
DI STÉFANO IS REAL MADRID.
Florentino Pérez.
Alfredo Di Stéfano, Honorary On the day he died, the President first donned a white shirt on
President of Real Madrid of Real Madrid Florentino Pérez 23 September 1953 at this
Football Club and the greatest gave the following speech at stadium has left us, but his
player of all time, died in the official ceremony: legend will continue forever.
Madrid on 7 July 2014. He was
88 years of age. “Today is a day we never Today is also a time for
thought could happen. A day gratitude. Alfredo Di Stéfano
Di Stéfano wore a Real Madrid of sadness for Real Madrid changed the history of
shirt from 1953 to 1964. 11 and I would even say, for the this club and changed the
years full of titles that made entire world of football. history of football. He helped
the whites a legend. During transform Real Madrid into
this time, Real Madrid won five First of all, on behalf of Real the world’s greatest sporting
consecutive European Cups, Madrid and myself, I would institution. Alfredo Di Stéfano
one Intercontinental Cup, two like to express our deepest is Real Madrid. His alliance
Latin Cups, eight league titles, regret at the passing away with the club helped create
one Copa de España and one of our Honorary President, a football legend. He played
Small World Cup. Alfredo Di Stéfano. Our love a decisive and vital role in
and condolences go to all his changing the destiny of this
Di Stéfano won two Ballon D’or family, especially his children, institution.
titles (1957 and 1959) and is the his teammates and his friends.
only player in the world to have During difficult times for our
been awarded the Super Ballon We say farewell to the country, Alfredo Di Stéfano
d’Or, which he received in 1989. greatest player in the history and his team mates became
Alfredo Di Stéfano changed of Real Madrid and the best the most important creators
the history of Real Madrid and player of all time. Today, of dreams. Together with
football forever. He scored 308 Real Madrid and all Real our President, Santiago
goals for Real Madrid in 396 Madrid fans in all corners of Bernabéu, he forged a football
official matches. He was leading the world are overwhelmed club that is today admired in
goal scorer five times. and sad. The player who all continents of the world.
10 11
Real Madrid Real Madrid
Alfredo Di Stéfano
He was the forerunner of sure you can imagine what it The Real Madrid values, of European Cups, eight league
a universal message. With means for me, as President, which all Real Madrid fans are titles, the first Intercontinental
his talent and unsurpassed to have spent all this time so proud, are the same values Cup in history, was five times
commitment, he was able to with the person I have always that guided the generation leading goal scorer, who won
spread the passion for Real considered to be the greatest led by Alfredo Di Stéfano. For two Ballon d’Or awards and
Madrid throughout the world. player of all time. many years, he has been the is the only player to receive a
best ambassador for our club. Super Ballon d’Or.
Thank you dear Alfredo Di He taught us never to give up He has given us so much and
Stéfano for having converted and to give everything to the also to our city, Spain and the
Real Madrid into the most club. Even during his final days, world of football.
beloved and admired football he spoke of his teammates
club in the world. Please and the team as an essential It is now our commitment to
understand that this is not part of his success. tell those that did not have
an easy day for any of us that And Alfredo Di Stéfano did the chance to see him that
form part of this club and so with gratitude and with there was once a Real Madrid
for me especially, because the conviction that without player who was able to
he was also my friend. We them, nothing would have change everything. A player
shared many things. I’m been the same. who won five consecutive
12 13
Alfredo Di Stéfano
And a man who always the first stone at Real Madrid Today is a day of great sadness
aimed higher and always City, presented all the great for us, but also of respect and
defied defeat. Thanks to him, players that have joined our admiration for this legendary
FIFA named Real Madrid the team and has always guided man that guided us for so many
Best Club of the Twentieth us down the right road. years. He came to stay and his
Century. The image of legend will live on forever at
Alfredo Di Stéfano receiving I must tell you that the Royal Real Madrid.
the award in Rome in 2000 Box at the Santiago Bernabéu
was also recognition of stadium will serve as the chapel Alfredo Di Stefano, Honorary
“
his life and to accompany for Alfredo Di Stéfano as of President of Real Madrid, we
him was, for me, one of my 10:30 a.m. tomorrow, Tuesday will never forget you.
most exciting moments as morning. This stadium was his
President of Real Madrid. factory, his sacred territory, Thank you very much”.
HE IS IRREPLACEABLE, his home and his life. And it is
A GREAT AMONGST GREATS. He has been there at all here, at the express wish of his
King Philip VI. the important events in the entire family, that we will pay
history of our club. He placed him the tribute he deserves.
14 15
Alfredo Di Stéfano
The Santiago Bernabéu stadium Javier Thebes, President of Cooperation; José Ignacio Wert, erected above gate 43 of the
served as the chapel with the the Spanish Professional Minister of Education, Culture stadium was filled with farewell
remains of Alfredo Di Stéfano. Football League; Jorge Pérez, and Sport; José Manuel Soria, messages. Many people also
It was visited by King Philip VI Secretary General of the Royal Minister of Industry, Energy left items of remembrance near
who gave his farewell to our Spanish Federation of Football; and Tourism; Elena Valenciano, the coffin.
Honorary President: “He was a Luis Rubianes, President Deputy Secretary General of
unique man that made football of the Spanish Footballers’ the PSOE; Ana Botella, Mayor At the same time, messages
into an art. An extraordinary Association; Miguel Cardenal, of Madrid; Ignacio Gonzalez, of condolence came from
person that we will admire and President of the Higher Sports’ President of the Community all parts of the world for our
be grateful to forever. A great Council; Spanish football of Madrid, amongst others, most universal player: staff
amongst greats”. Real Madrid clubs, such as Atletico de all attended the chapel members, former players and
fans were represented at the Madrid, Barcelona, Espanyol, accompanied by numerous coaches of the club and clubs
funeral chapel by first team Valencia, Rayo Vallecano, cultural representatives. Many of around the world, legends like
players, football and basketball Valladolid, Levante, Deportivo, them signed a guest book with Pele, Maradona, Cruyff, Bobby
veterans, members of the Board Sevilla, Athletic Club, Betis dedications to the greatest of Charlton and Beckenbauer,
of Directors, former Presidents and Almeria, as well as foreign the great. The box was filled with as well as personalities from
and other personalities of the clubs such as Benfica, paid wreaths from major local, national politics, culture and sport, such
Real Madrid family, who gave tribute to the man that changed and international institutions, as Plácido Domingo, Sergio
an emotional farewell to the the history of football. Real Madrid fan clubs, Spanish García, Fernando Alonso, Julio
greatest player of all time. sports organizations, etc. Iglesias and Rafa Nadal left a
The world of politics was also few words of remembrance for
Representatives from sport, represented at the final farewell to The chapel was visited by the Argentine star.
politics and culture also visited Alfredo Di Stéfano. José Manuel thousands of fans to show their
the chapel. Gianni Infantino, García-Margallo, Spanish respect to the late Honorary
UEFA General Secretary; Minister of Foreign Affairs and President of the club. A mural
16 17
Alfredo Di Stéfano
Football paid tribute to Alfredo The next day, on July 10, a huge part of this club and condolences kind words for
Di Stéfano at the Netherlands- Florentino Perez again appeared his contribution changed and one of the greats of football.
Argentina semi-final of at an official ceremony with the revolutionised football. These Thanks to all the players and
World Cup in Brazil, where a following words of gratitude: have been difficult days for the teams. Thanks to the clubs,
minute’s silence was held. his family and for all of us, but presidents and directors who
The headlines of the most “These last few days have I must say that I have never have accompanied us here
prestigious newspapers in the been very emotional. It is a been prouder of having the and from far away.
world gave a sad farewell to sad and very painful time. The honour of being close to him
Alfredo Di Stéfano. most difficult thing for anyone and to have been his friend. Rival clubs on the pitch
is to go on living after losing have shown their greatness
After the massive attendance someone they love. It will The repercussion, recognition in these past few days by
at the chapel, the coffin was not be easy for his family, for and respect we have felt from paying tribute to our legend.
taken to Madrid’s Almudena myself or for Real Madrid fans all over the world for Alfredo Thanks to all the incredible
Cemetery for burial, where to get used to living without and his memory during these footballers for their kind
Florentino Pérez and the Board him, without this exceptional days has shown us his true words and to the supporters
accompanied the greatest man in every way”. dimension. A universal player who have joined us to say
player of all time’s family. who went far beyond borders. our last farewell.
We are comforted to know
that his memory will live As President of Real Madrid,
on forever and he will help I would like to express my
us to continue in the right total gratitude. My speech
direction. Because Alfredo Di today is one of infinite thanks.
Stéfano was much more than Thanks to everyone from all
a historic footballer, he was parts of the world for their
18 19
Alfredo Di Stéfano
“
WE HAVE FELT THE SYMPATHY
OF THE ENTIRE FOOTBALL
WORLD AND SPORT IN GENERAL.
I would of course like to its professionalism and for

give a special mention to his taking such good care of our
Majesty King Phillip VI. His Honorary President.
presence at the chapel is an
indication of what Alfredo Di There have been a lot of tears,
Stéfano has meant to so many but we have felt the sympathy
Spanish people, especially of the entire football world
when our country was going and sport in general. From
through very hard times. FIFA and its President,
Joseph Blatter, the UEFA
Also to all the institutions and its President, Michel
and organisations that have Platini, the Spanish Royal
sent their condolences and Federation of Football and its
support. And to all the political, President, Ángel María Villar,
judicial, cultural, economic the Professional Football
and social representatives League and its President
that have accompanied us in Javier Tebas and the Spanish
the last few days. My special Footballers’ Association and
thanks and those of his family its President, Luis Rubiales.
to the Community of Madrid
and its President, as well as I would also like to say thank
to the Madrid City Council you to the media for having
and its Mayor. made it possible for this last
farewell to universal and
My thanks also go to the unique Alfredo Di Stéfano to
professionals at Samur and the be felt all over the world. You
management and staff at the have done an extraordinary
Gregorio Marañón University job, in a very kind way and
Hospital. Especially, to the both his family and myself
cardiology department for are truly grateful.
20 21
Alfredo Di Stéfano
Finally, I would also like to Many of them never saw him He was able to lift another
highlight the enormous effort play, but they were all aware European Cup and, as the
made by the employees of of the universal importance Décima song goes, the
Real Madrid. For them, these of Alfredo Di Stéfano for Golden Arrow flies again. An
days have also been very sad Real Madrid and the world of Arrow that will fly with Real
and they have undoubtedly football. Alfredo Di Stéfano Madrid for eternity.
done everything possible to forms part of our tradition. As
say goodbye to our Honorary you know, the last Real Madrid Many thanks to everyone.
President. Today, Alfredo Di match he watched was a fine Goodbye Alfredo.”.
Stéfano would feel proud of example of his winning and
them. I also have to say, as a never give up spirit, values
Real Madrid supporter, that that which define Real Madrid
I have been overwhelmed by above all else.
the number of fans that have
come to the Bernabéu stadium
to pay their final tribute and
write words of condolence.
22 23
Real Madrid
Football
First Team
The Décima
Winners of the Copa del Rey

Cristiano Ronaldo, Ballon d’Or
The Academy
Pre-season
Tribute to Raúl
Results
Football
Real Madrid C. F. First Team 2013 · 2014
COACHES GOALKEEPERS DEFENDERS MIDFIELDERS FORWARDS
Carlo Ancelotti Giovanni Mauri I. Casillas Varane Marcelo Khedira Casemiro Isco Ronaldo Jesé
Zinedine Zidane Villiam Vecchi Jesús Fdez. Pepe Carvajal Bale Modrić Illarra Benzema Morata
Paul Clement Miguel Porlan Diego López Sergio Ramos Arbeloa Alonso Di María
‘Chendo’
F. Coentrão Nacho
28 29
Football
The Décima
The 2013-2014 season was an historical one for Real Madrid: for the first time, the
club won both the European Cup and the Copa del Rey. After waiting 12 years, the
club achieved the coveted tenth European Cup in Lisbon, in the most exciting derby
in history, which ended with a 4-1 result. A month earlier, in the final of the Copa del
Rey, a spectacular Real Madrid won its nineteenth title in an amazing Clásico at the
Mestalla Stadium, in which the Whites won 2-1.
On 24 May 2014, at the Da team and overcame Atlético

Luz stadium in Lisbon, Real de Madrid, which was unable
Madrid furthered its legend. to stop the new European
In an unprecedented final, champion. Bale put his team
for the first time between two ahead with a perfect header in
teams from the same city, Real the 110th minute into the top
Madrid lived up to its slogan: corner of the net. Real Madrid
never give up. was ten minutes away from
its tenth European Cup. And
Sergio Ramos’s header in the it didn’t waste its chance. In
93rd minute will remain forever the 118th minute, first Marcelo
in the memory and hearts and then Cristiano Ronaldo
of Real Madrid supporters one minute later scored with
throughout the world. a penalty, to put the finishing
touch to a score that will go
In extra time, Real Madrid took down in the history of the
advantage of the motivation competition and for Real
that the equaliser had given the Madrid: 4-1.
30 31
Football
“
REAL MADRID WINS ITS TENTH EUROPEAN
CUP IN AN HISTORIC FINAL, DEFEATING
ATLÉTICO DE MADRID (4-1).
Real Madrid achieved its of the Champion’s League. The

highest-scoring European Cup Whites won easily (4-0). It was
competition ever with 41 goals. then the turn of Juventus, who
Seventeen of those goals were came to the Bernabeu as the
scored by Cristiano Ronaldo, champion of the Calcio for the
who set a new record in the second year in a row. Another
Champion’s League. double by Cristiano Ronaldo
gave Real Madrid victory (2-1)
Istanbul was the starting point and also served to match the
for the Décima, with a 1-6 win best start by Real Madrid in the
over Galatasaray. competition after three games:
all games won and 12 goals
Copenhagen, who Real Madrid scored, which it had achieved
had never played, was the in the 2002-2003 season.
first team to visit the Santiago
Bernabeu stadium in this edition
32 33
Football
Real Madrid 2014 European Cup Champions.

Football
“
CRISTIANO RONALDO WAS TOP GOAL
SCORER IN THIS EDITION OF THE
CHAMPIONS LEAGUE WITH 17 GOALS,
A RECORD FOR THE COMPETITION.
In Turin, the match finished in a

tie (2-2) with goals by Cristiano
Ronaldo and Bale. Top position
in the group was clinched
against Galatasaray (4-1).
Already qualified, the Whites
finished the group phase with
a win in Copenhagen (0-2),
scoring goal number 800 en
European Cup competition,
the work of Cristiano Ronaldo
and a new individual record for
the Portuguese player: 9 goals
in a Group Phase, something
never before achieved.
Germany would be a key factor

to Real Madrid’s success in the
competition. In the last sixteen,
the team defeated Schalke 04,
later Borussia Dortmund and
then Bayern Munich, runner-up
and champion respectively of the
2012-2013 Champions League.
36 37
Football
The elimination match against In the semi-finals, Real Madrid’s
“
Schalke 04 was marked by the rival was the current European
1-6 result in the away game. Champion. Lisbon came closer
It was the first time a visiting and closer, as Bayern Munich
team had scored six goals in landed in Madrid after a club
THE DÉCIMA WAS ALSO WON AT THE Germany. At the Bernabeu, the campaign in which it called itself
BERNABEU, WITH REAL MADRID road to the quarter finals was Real Madrid’s “Black Beast”. A
SUPPORTERS PACKING THE sealed with a 3-1 victory. goal by Benzema gave the team
STADIUM TO WATCH THE FINAL. hopes of success in Munich,
The home and away games where Real Madrid was to give
against Borussia Dortmund one of the best exhibitions in
got off to a good start at the the history of the Champion’s
Bernabeu (3-0). It was Cristiano league. The 0-4 result received
Ronaldo’s 100th match in the admiration of the entire
the Champions League. Real football world.
Madrid suffered on the away
leg, the scoreboard showing
2-0 at half-time and at the end.
38 39
Annual
InformeReport
Anual 2013 - 2014
Football
Fútbol
Real Madrid Bale (2-1), Marcelo (3-1) and Cristiano Ronaldo (4-1).
Football
The Décima
Hundreds of thousands of The main facade of the City On this occasion, Captain Iker
fans gathered to celebrate the Council displayed the Real Casillas gave the honours to
Tenth European Cup with the Madrid coat of arms in motion Sergio Ramos to crown the
players. After the final whistle, and two messages: “Thank you Cibeles. The second Captain
they flocked to the Plaza de Real Madrid” and “Champions”. offered the European Cup to the
celebrations
Cibeles to follow tradition and thousands of fans present and
celebrate the title that had Shortly before six o’clock, hung a scarf on the Goddess.
been pursued by the club for the team appeared in an
many years. open-top bus with the slogan It was the highlight of the
‘ Champions for the Tenth celebrations. With “We are the
The players joined the Time’. It was very late, but no- Champions” in the background
celebrations that lasted until one cared. The Cibeles was and day dawning, Madrid ended
after six thirty in the morning packed. The players climbed an unforgettable night for all.
and reached their peak with to the top of a platform erected The best club in the world was
the arrival of the team. next to the Goddess, where again European Champion.
they jumped, sang and were
cheered on by their fans,
instrumental in the conquest of
the Tenth European Cup.
42 43
Football
Only hours later, the team made to go out onto the balcony That same night, the Santiago But the party had reserved a fireworks and the song We are
the official visits to the Madrid looking over the Puerta del Bernabeu again shook with surprise for all Real Madrid the Champions rocking the
City Council and the Regional Sol to offer the Décima to the their champions at a magical supporters: The Décima song, stadium. The players thanked
Government headquarters, to crowd that packed the popular party on the grass with four Hala Madrid and Nothing their fans for their support and,
deliver the title to the institutions Real Madrid square. enormous screens in the centre More, composed by renowned with their coach, sang the new
and to Madrid. Throughout the circle, escorted by replicas of composer and producer Red song by Red One.
journey, the bus and players Next on the agenda was the the first nine European Cups One, was performed and
was hailed by the thousands Madrid City Council. The Mayor, previously won by the club. recorded by all the staff. They then went down on to
of supporters who took to the Ana Botella, congratulated the pitch to do a lap of the
streets to welcome the new them on behalf of the City and, The celebrations began with The coaching staff and stadium and offer the title to all
European Cup champions. as at the Regional Government the Centennial hymn, followed players were presented one the fans present. The players
headquarters, exchanged gifts. by an on-screen presentation by one under a spectacular were ecstatic and shared the
Together with Florentino Pérez Florentino Pérez presented of the 10 European Cups won light and sound show, as they moment with the coaching
and the Board, the team made a replica of the trophy and by the club, with the stadium crossed the grass acclaimed staff and their families.
its first stop at the Regional Casillas a signed shirt with Ana in darkness. by their fans.
Government headquarters, Botella’s name on the back.
where they were received by The Mayor presented them They all climbed to a platform
President Ignacio González. with a commemorative plaque. located at the top of the screens,
The first thing they did was where they raised the cup amidst
44 45
Football
Real Madrid The Décima Celebrations at the Santiago Bernabeu.

Football
Copa del Rey

Champions
A month before winning the Bale’s goal now forms part of
European Cup, on April 16th, the Real Madrid legend.
the Mestalla stadium was
again to be the scene for On the way to the final, not
a Real Madrid conquest of one goal was scored against
another Copa del Rey against Real Madrid. Olimpic de
Barcelona, as it had done in Xátiva, Osasuna, Espanyol and
2011. it was an unforgettable Atlético de Madrid were its
night for Real Madrid. The opponents before reaching the
team started the game by final in Valencia.
dominating, driven throughout
by its fans. Di Maria opened The League
with a goal in the 11th minute In the League Championship,
mark after a spectacular Real Madrid exceeded the
counterattack. Ancelotti’s 100 point barrier for the fifth
players had the best chances consecutive season (104)
to increase their lead and the and Cristiano Ronaldo was
second was possible at any top scorer of the tournament,
time, but it was Bartra who receiving the Golden Boot
tied the game after a corner Award. After two defeats in
(68’). Just before the end and the first ten games, the team
extra time, a sensational sprint put together 18 consecutive
by Bale, full of strength and games undefeated, which led
skill that began in his own half it to the top of the table. Two
decided the match and the consecutive adverse results
Whites won their 19th title, changed the situation, but the
the second in three years in team did not give up and fought
Valencia against Barça. until the second last round for
the title.
48 49
Football
Real Madrid Bale scored the winning goal in the 2014 Copa del Rey final in Mestalla.
Football
Real Madrid 2014 Champions of the Copa del Rey.

Football
Cristiano Ronaldo,
Ballon d’Or
“
THANK YOU TO ALL MY REAL MADRID TEAM
MATES AND MY FAMILY AND MY PRESIDENT.
Cristiano Ronaldo was awarded

the Ballon d’Or at the 2013
FIFA gala held in Zurich
(Switzerland). The Real Madrid
striker received the award after
scoring 69 goals (59 for Real
Madrid and 10 for Portugal), a
tally that no-one came close to
last year.
”Words cannot describe this

moment. I feel very happy
and I thank all my Real Madrid
team mates, my family and
my president. Those of you
that know me are aware of
how hard it has been for me
to get here”, said Ronaldo
when he received the trophy.
54 55
Football
Overwhelmed, the Real Madrid Cristiano Ronaldo recalled

striker received the Ballon d’Or former star Eusebio and the
from Pelé at the Zurich Congress late Nelson Mandela:
Centre. Messi was second with
24.72% of the votes and Ribery “I would also like to mention
third with 23.36%. Eusebio and Mandela, who
have been important people
in my life”. Finally, he had
special words for his son:
“This is the first time he has
seen his father receive the
Ballon d’Or and it is a very
emotional moment for me”.
56 57
Annual
InformeReport
Anual 2013 - 2014
Football
Fútbol
The Academy
Of the 14 teams that make up Real Madrid Castilla came

the Real Madrid Academy, into the season after a major
eight were champions of their restructuring. Players like
competitions and three runners- Morata, Jesse, Casemiro and
up in the 2013-2014 season. Jesus Fernandez joined the
first team, while others such as
Special mention must go to Cheryshev signed with other
the Under-18 A team, Group clubs. The adapting of new
5 Champion of the Division players joining the team was
of Honour and Winner of the difficult at first. After a series of
Champions Cup. The team consecutive losses, the team
also competed at top level in put together 12 games without
the first edition of the UEFA defeat, but it was not enough
Youth League, with a flawless to stay in the Adelante League.
qualifying phase and taking
part in the Final Four in Nyon.
58 59
Football
Real Madrid CASTILLA UNDER-18 C UNDER-14 B UNDER-10 B

20th position in the Adelante League. League Champion. Fourth position. League Champions.
(Group 1 of Regional Division 1). (Group 2 of the Under-14 Regional Division). (Group 29 of Under-10 football - Football 7 - Madrid).
Real Madrid C
9th position in Group II of Second Division B. UNDER-16 A UNDER-12 A JUNIOR UNDER-10
League Runners-up. League Champion. League Champions.
UNDER-18 A (Group 1 of the Under-16 Regional Division). (Group 1 of the Under-12 Regional Division). (Group 22 of Under-10 Football 7 - Madrid)
League Champion. Champions of the Madrid Under-10
(Group 5 of the Division of Honour) UNDER-16 B UNDER-12 B Champions Final Phase.
Champion’s Cup winner. League Champion. League Runners-up.
(Group 2 of the Under-16 Regional Division). (Group 2 of the Under-12 Regional Division).
UNDER-18 B
League Champion. UNDER-14 A UNDER-10 A
(Group 12 of the National Under-18 League). League Runners-up. League Champions.
(Group 1 of the Under-14 Regional Division). (Group 28 of Under-10 football - Football 7 - Madrid).
60 61
Football
Pre-season
Real Madrid 2013/14 concluded an undefeated 2013 Tour after playing seven
friendlies in Europe and the United States. On American soil, the team won the
International Champions Cup by defeating Chelsea 3-1 in the final.
The Whites began the series of the International Champions Winner of the 68th Edition of
friendlies this season on July 21 Cup Tournament. In the first the Teresa Herrera Trophy
with a 0-6 win in Bournemouth game, Real Madrid defeated Real Madrid defeated Deportivo
(England) against the local team. Los Angeles Galaxy 3-1 in the de la Coruña at the Riazor
match played at the University Stadium to win its ninth Teresa
In the second match, the of Phoenix Stadium. Herrera Trophy (0-4).
Whites turned the score around
against Olympique de Lyon On 4 August, the team faced
and tied a game in which they Everton at the Dodger Stadium
were trailing 2-0. in Los Angeles. The Whites
won 1-2, to clinch a place in
The last preparation match in the final of the International
Europe ended in a victory (1-0) Champions Cup.
against Paris Saint-Germain at
the Ullevi Stadium in Goteborg. Real Madrid continued its good
run of results in the final and
U.S. Tour defeated Chelsea 3-1. After
The pre-season took place for winning the tournament, Real
the fourth consecutive year Madrid ended its tour in Saint
at the UCLA (Los Angeles) Louis, with a 3-0 win against
Campus facilities. In the United Inter Milan at the Edward
States, the Whites played Jones Dome.
four games, the first three for
62
Real Madrid
Annual
InformeReport
Anual 2013 - 2014
Football
Fútbol
Tribute to Raúl
Against Raúl’s team Al-Sadd
Real Madrid won yet another
edition of the Santiago Bernabéu
Trophy by defeating the Qatari
team 5-0. The occasion marked
the return of Raul to the Santiago
Bernabéu. The White’s former
captain, who played a half for
each team, received a warm
welcome from all Real Madrid
supporters and scored the
opening goal in his tribute.
64 65
Football
66 67
Annual
InformeReport
Anual 2013 - 2014
Football
Fútbol
Results UEFA Champions League

ROUND
Group phase
DATE
17/09/2013
MATCH
Galatasaray - Real Madrid
RESULT
1-6
SCORERS
Isco, Benzema (2) and Ronaldo (3)
Group phase 02/10/2013 Real Madrid - Copenhague 4-0 Ronaldo (2) and Di María (2)
Group phase 23/10/2013 Real Madrid - Juventus 2-1 Ronaldo (2)
Group phase 05/11/2013 Juventus - Real Madrid 2-2 Ronaldo and Bale
Liga BBVA Group phase

Group phase
27/11/2013
10/12/2013
Real Madrid - Galatasaray
Copenhague - Real Madrid
4-1
0-2
Bale, Arbeloa, Di María and Isco
Modrić and Ronaldo
Last 16 26/02/2014 Schalke 04 - Real Madrid 1-6 Benzema (2), Bale (2) and Ronaldo (2)
ROUND DATE MATCH RESULT SCORERS
Last 16 18/03/2014 Real Madrid - Schalke 04 3-1 Ronaldo (2) and Morata
1 18/08/2013 Real Madrid - Betis 2-1 Benzema and Isco
Quarter finals 02/04/2014 Real Madrid - Borussia Dortmund 3-0 Bale, Isco and Ronaldo
2 26/08/2013 Granada - Real Madrid 0-1 Benzema
Quarter finals 08/04/2014 Borussia Dortmund - Real Madrid 2-0
3 01/09/2013 Real Madrid - Athletic Club 3-1 Isco (2) and Ronaldo
Semi-finals 23/04/2014 Real Madrid - Bayern Múnich 1-0 Benzema
4 14/09/2013 Villarreal - Real Madrid 2-2 Bale y Ronaldo
Semi-finals 29/04/2014 Bayern Múnich - Real Madrid 0-4 Sergio Ramos (2) and Ronaldo (2)
5 22/09/2013 Real Madrid - Getafe 4-1 Pepe, Ronaldo (2) and Isco
Final 24/05/2014 Real Madrid - Atlético de Madrid 4-1 Sergio Ramos, Bale, Marcelo and Ronaldo
6 25/09/2013 Elche - Real Madrid 1-2 Ronaldo (2)
7 28/09/2013 Real Madrid - Atlético de Madrid 0-1 Scorers: Ronaldo 17, Bale 6, Benzema 5, Di María, Isco and Sergio Ramos 3, Arbeloa, Modrić, Marcelo and Morata 1.
8 05/10/2013 Levante - Real Madrid 2-3 Sergio Ramos, Morata and Ronaldo
9
10
19/10/2013
26/10/2013
Real Madrid - Málaga
Barcelona - Real Madrid
2-0
2-1
Di María and Ronaldo
Jesé
Copa del Rey
11 30/10/2013 Real Madrid - Sevilla 7-3 Bale (2), Ronaldo (3) and Benzema (2)
12 02/11/2013 Rayo Vallecano - Real Madrid 2-3 Ronaldo (2) and Benzema ROUND DATE MATCH RESULT SCORERS
13 09/11/2013 Real Madrid - Real Sociedad 5-1 Ronaldo (3), Benzema and Khedira Round of 32 07/12/2013 Olímpic de Xàtiva - Real Madrid 0-0
14 23/11/2013 Almería - Real Madrid 0-5 Ronaldo, Benzema, Bale, Isco and Morata Round of 32 18/12/2013 Real Madrid - Olímpic de Xàtiva 2-0 Illarra and Di María
15 30/11/2013 Real Madrid - Valladolid 4-0 Bale (3) and Benzema Last 16 09/01/2014 Real Madrid - Osasuna 2-0 Benzema and Jesé
16 14/12/2013 Osasuna - Real Madrid 2-2 Isco and Pepe Last 16 15/01/2014 Osasuna - Real Madrid 0-2 Ronaldo and Di María
17 22/12/2013 Valencia - Real Madrid 2-3 Di María, Ronaldo and Jesé Quarter finals 21/01/2014 Espanyol - Real Madrid 0-1 Benzema
18 06/01/2014 Real Madrid - Celta de Vigo 3-0 Benzema and Ronaldo (2) Quarter finals 28/01/2014 Real Madrid - Espanyol 1-0 Jesé
19 12/01/2014 Espanyol - Real Madrid 0-1 Pepe Semi-finals 05/02/2014 Real Madrid - Atlético de Madrid 3-0 Pepe, Jesé and Di María
20 18/01/2014 Betis - Real Madrid 0-5 Ronaldo, Bale, Benzema, Di María and Morata Semi-finals 11/02/2014 Atlético de Madrid - Real Madrid 0-2 Ronaldo (2)
21 25/01/2014 Real Madrid - Granada 2-0 Ronaldo and Benzema Final 16/04/2014 Barcelona - Real Madrid 1-2 Di María and Bale
22 02/02/2014 Athletic - Real Madrid 1-1 Jesé
Scorers: Di María 4, Ronaldo and Jesé 3, Benzema 2, Illarra, Pepe and Bale 1.
23 08/02/2014 Real Madrid - Villarreal 4-2 Bale, Benzema (2) and Jesé
24 16/02/2014 Getafe - Real Madrid 0-3 Jesé, Benzema and Modrić
25
26
22/02/2014
02/03/2014
Real Madrid - Elche
Atlético de Madrid - Real Madrid
3-0
2-2
Illarra, Bale and Isco
Benzema and Ronaldo
Santiago Bernabéu Trophy
27 09/03/2014 Real Madrid - Levante 3-0 Ronaldo, Marcelo and Nikos (p.p.)
EDITION DATE MATCH RESULT SCORERS
28 15/03/2014 Málaga - Real Madrid 0-1 Ronaldo
XXXV 22/08/2013 Real Madrid - Al Saad 5-0 Raúl, Isco, Benzema and Jesé (2)
29 23/03/2014 Real Madrid - Barcelona 3-4 Benzema (2) and Ronaldo
30 26/03/2014 Sevilla - Real Madrid 2-1 Ronaldo
31 29/03/2014 Real Madrid - Rayo Vallecano 5-0 Ronaldo, Carvajal, Bale (2) and Morata
32 05/04/2014 Real Sociedad - Real Madrid 0-4 Illarra, Bale, Pepe and Morata Pre-season and Friendlies
33 12/04/2014 Real Madrid - Almería 4-0 Di María, Bale, Isco and Morata
34 07/05/2014 Valladolid - Real Madrid 1-1 Sergio Ramos ROUND DATE MATCH RESULT SCORERS
35 26/04/2014 Real Madrid - Osasuna 4-0 Ronaldo (2), Sergio Ramos and Carvajal 21/07/2013 Bournemouth - Real Madrid Goldsands Stadium 0-6 Ronaldo (2), Khedira, Higuaín, Di María and Casemiro
36 04/05/2014 Real Madrid - Valencia 2-2 Sergio Ramos and Ronaldo 24/07/2013 Olympique de Lyon - Real Madrid Gerland 2-2 Morata and Casemiro
37 11/05/2014 Celta de Vigo - Real Madrid 2-0 27/07/2013 Real Madrid - PSG Ullevi 1-0 Benzema
38 17/05/2014 Real Madrid - Espanyol 3-1 Bale and Morata (2) 02/08/2013 L. A. Galaxy - Real Madrid University of Phoenix 1-3 Benzema (2) and Di María
04/08/2013 Everton - Real Madrid Dodger Stadium 1-2 Özil and Ronaldo
Scorers
08/08/2013 Real Madrid - Chelsea Sun Life Stadium 3-1 Ronaldo (2) and Marcelo
Ronaldo 31, Benzema 17, Bale 15, Morata and Isco 8, Jesé 5, Di María,
Pepe and Sergio Ramos 4, Carvajal and Illarra 2, Khedira, Marcelo and Modrić 1. 10/08/2013 Real Madrid - Inter de Milán Edward Jones Dome 3-0 Kaká, Ronaldo and Álvarez (p.p)
29/08/2013 Deportivo de la Coruña - Real Madrid Riazor 0-4 Kaká (2), Morata and Casemiro
02/01/2014 PSG - Real Madrid Khalifa Stadium 0-1 Jesé
68 69
Real Madrid
Basketball
First Team
Copa del Rey and

Super Cup Champions
Facts and Figures
Basketball Academy
Annual
InformeReport
Anual 2013 - 2014
Basketball
Fútbol
First Team
COACHES PLAYERS
Pablo Laso Juan Jesús Trapero Sergio Rodríguez Rudy Fernández Nikola Mirotic
Coach Physical Trainer Point Guard Small Forward Power Forward
Hugo López Pepe Blanco Dontaye Draper Dani Díez Marcus Slaughter
Assistant Coach Representative Point Guard Small Forward Centre
José Ramón Sergio Llull Tremmell Darden Salah Mejri

Cuspinera Shooting Guard Small Forward Centre
Assistant Coach
Jaycee Carroll Felipe Reyes Ioannis Bourousis

Forward Power Forward Centre
72 73
Basketball
Copa del Rey and

Super Cup Champions
“
PABLO LASO’S REAL MADRID WON THE
COPA DEL REY AND THE SPANISH SUPER
CUP AND WAS EUROPEAN CUP AND
LEAGUE CHAMPIONSHIP RUNNER-UP.
Real Madrid began the 2013- The two wins paved the way to
2014 season the same way an impressive run of victories in
it finished in 2012-2013: by both the Endesa League and the
winning. The Super Cup in Euroleague, the team achieving
Vitoria set the cornerstone for the figure of 31 consecutive
a team that had kept its same official wins. Together with
basic structure in recent years the victory in the fifth match
and, with the help of Coach of the 2012/2013 League Final
Pablo Laso, continued to play against Barcelona, the total
attacking basketball. In the came to 32, an all-time record
semifinals, Real Madrid easily at Real Madrid.
defeated Bilbao Basket 100-
61 to meet FC Barcelona in
the final, winning 79-83 and
the Endesa Super Cup for the
second year in a row.
74 75
Basketball
“
Playing at an extremely high Barcelona took advantage of In Europe, after qualifying
standard, Real Madrid entered its chances and eight seconds second in Group F of the
the Copa del Rey in Málaga before the end led by one Euroleague Top 16, with 11 wins IN THE FINAL OF THE COPA DEL
as one of the favorites. In the point (76-75). Sergio Rodriguez and three losses, Real Madrid
REY, REAL MADRID DEFEATED
quarter finals, the team beat brought the ball down the clinched a home advantage in
Herbalife Gran Canaria 83-60 court and went hard towards the quarter final playoffs against BARCELONA WITH A BASKET BY
and eliminated CAI Zaragoza the ring for a lay-up, but it was the current two-year running LLULL IN THE LAST SECOND.
98-66 in the semifinal. The final impossible to get through. The champion: Olympiacos.
was to be between Real Madrid pass to Llull by himself allowed
and Barcelona. the Menorcan player to shoot
from only six metres and score
It was a very tight game, with with only one tenth of a second
the scoreboard alternating left. After an amazing game,
constantly. With two and a half Real Madrid lifted its 24th Copa
minutes to go, Real Madrid del Rey.
had reached its maximum
advantage (64-71).
76 77
Basketball
“
IN ITS THIRD FINAL FOUR IN FOUR
YEARS, THE TEAM BEAT BARCELONA
IN THE SEMI-FINALS, LOSING THE
FINAL AGAINST MACCABI.
The Whites won the first two Maccabi Electra had defeated
games in Madrid, before CSKA Moscow in the other
Olympiacos showed its pride semifinal and was therefore to
and tied in Athens. The series be Real Madrid’s rival in the
would be decided in Madrid. final, a repeat of the match
played in Berlin in 1980.
At a packed Sports Palace, Real
Madrid was in front from the In an extremely even encounter,
very start and gave the Greek with scores constantly changing,
champions no chance (83-69). the game went into extra time
and was eventually won by the
In Milan, Real Madrid competed team from Tel Aviv 86-98.
in the Final Four for the third time
in four years. In the semifinals, it
faced Barcelona, winning easily
after an unforgettable second
half (62-100).
78 79
Basketball
In spite of the loss, Real Madrid but Real Madrid gave no option
rallied to hold top position in the in the fourth and won in extra
Regular Phase of the Endesa time (79-89).
League. This ensured a home
advantage in the playoffs. Real Madrid had qualified for the
League final for the third year
CAI Zaragoza was Real Madrid’s in a row. Its opponent, just as
opponent in the quarterfinals. on the two previous occasions,
“
The series was won by the was to be Barcelona, which
Whites 2-0. had defeated Valencia Basket
in the semifinals. Real Madrid
In the semifinals, Real Madrid eventually lost to Barça 3-1. IN THE SPANISH SUPER CUP, THE
faced Unicaja.
FIRST TITLE OF THE YEAR, VICTORY
Laso’s team won the first games CAME AGAINST BARCELONA IN THE
played in Madrid. In Malaga, COMPETITION HELD IN MÁLAGA.
Unicaja won in the third game,
80 81
Annual
InformeReport
Anual 2013 - 2014
Basketball
Fútbol
Facts and Endesa League

ROUND
REGULAR LEAGUE
RESULT
Figures
1 Real Madrid 87 - C.B. Valladolid 53
2 Real Madrid 105 - Laboral Kutxa 72
3 UCAM Murcia C.B. 81 - Real Madrid 88
4 Real Madrid 92 - Bilbao Basket 75
5 Real Madrid 111 - La Bruixa d’Or 63
6 Herbalife Gran Canaria 70 - Real Madrid 75
7 Real Madrid 72 - Tuenti Móvil Estudiantes 57
8 Cajasol 62 - Real Madrid 97
9 Iberostar Tenerife 74 - Real Madrid 85
10 Real Madrid 82 - Río Natura Monbus 59
11 Valencia Basket 75 - Real Madrid 82
12 FIATC Joventut 68 - Real Madrid 72
13 Real Madrid 98 - F. C. Barcelona 84
14 CAI Zaragoza 68 - Real Madrid 75
15 Real Madrid 96 - Baloncesto Fuenlabrada 81
Pre-season
16 Guipuzkoa Basket 65 - Real Madrid 76
17 Real Madrid 88 - Unicaja 67
MATCH RESULT 18 C.B. Valladolid 83 - Real Madrid 105
Friendly in Córdoba Cajasol 64 - Real Madrid 86 19 Laboral Kutxa 74 - Real Madrid 90
Sportquarters Tournament Real Madrid 72 - Valencia Basket 78 20 La Bruixa d’Or 69 - Real Madrid 92
Sportquarters Tournament Real Madrid 90 - Estudiantes 83 21 Real Madrid 87 - Iberostar Tenerife 76
III Costa del Sol Tournament Real Madrid 75 - Belgrade Partizan 66 22 Río Natura Monbus 68 - Real Madrid 83
III Costa del Sol Tournament Unicaja 66 - Real Madrid 60 23 Real Madrid 102 - UCAM Murcia C.B. 65
Friendly in Santiago de Compostela Rio Natura Monbus 78 - Real Madrid 83 24 Bilbao Basket 73 - Real Madrid 87
25 Real Madrid 83 - Herbalife Gran Canaria 74
26 Real Madrid 81 - Cajasol 75
XXX Community of Madrid Basketball Tournament 27 Tuenti Móvil Estudiantes 64 - Real Madrid 71
28 Real Madrid 106 - FIATC Joventut 88
RESULT 29 Real Madrid 105 - Valencia Basket 110
Real Madrid 86 - Estudiantes 69 30 Real Madrid 92 - CAI Zaragoza 79
31 Baloncesto Fuenlabrada 67 - Real Madrid 94
32 F. C. Barcelona 86 - Real Madrid 75
Super Cup 33 Real Madrid 81 - Guipuzkoa Basket 72
34 Unicaja 83 - Real Madrid 86
ROUND MATCH PLAYOFFS
Semi-finals Real Madrid 100 - Bilbao Basket 61 Quarter finals Real Madrid 78 - CAI Zaragoza 70
Final F. C. Barcelona 79 - Real Madrid 83 Quarter finals CAI Zaragoza 95 - Real Madrid 101
Semi-finals Real Madrid 98 - Unicaja 93
Semi-finals Real Madrid 89 - Unicaja 87
Copa del Rey Semi-finals

Semi-finals
Unicaja 88 - Real Madrid 75
Unicaja 79 - Real Madrid 89
ROUND MATCH Final Real Madrid 93 - F. C. Barcelona 98
Quarter finals Real Madrid 83 - Herbalife Gran Canaria 60 Final Real Madrid 87 - F. C. Barcelona 78
Semi-finals Real Madrid 98 - CAI Zaragoza 66 Final F. C. Barcelona 94 - Real Madrid 79
Final F. C. Barcelona 76 - Real Madrid 77 Final F. C. Barcelona 83 - Real Madrid 81
82 83
Basketball
Euroleague
ROUND RESULT
REGULAR PHASE
1 Zalgiris 63 - Real Madrid 83
2 Real Madrid 98 - Brose Baskets 58
3 Real Madrid 93 - EA7 Emporio Armani 74
4 Estrasburgo 66 - Real Madrid 85
5 Real Madrid 103 - Anadolu Efes 57
6 Real Madrid 95 - Zalgiris 67
7 Brose Baskets 69 - Real Madrid 89
8 EA7 Emporio Armani 71 - Real Madrid 78
9 Real Madrid 79 - Estrasburgo 66
10 Anadolu Efes 61 - Real Madrid 86
TOP 16
1 Partizán Nis 64 - Real Madrid 80
2 Real Madrid 89 - Galatasaray Liv Hospital 84
3 Real Madrid 111 - F. C. Bayern Múnich 87
4 CSKA Moscú 85 - Real Madrid 71
5 Real Madrid 74 - Maccabi Electra 68
6 Lokomotiv Kuban 74 - Real Madrid 78
7 Real Madrid 108 - Zalgiris 72
8 Real Madrid 80 - Partizan Nis 57
9 Galatasaray Liv Hospital 74 - Real Madrid 85
10 F. C. Bayern Múnich 85 - Real Madrid 83
11 Real Madrid 93 - CSKA Moscú 79
12 Maccabi Electra 76 - Real Madrid 77
13 Real Madrid 81 - Lokomotiv Kuban 55
14 Zalgiris 87 - Real Madrid 80
QUARTER FINALS PLAYOFF
1 st match Real Madrid 88 - Olympiacos 71
2 nd match Real Madrid 82 - Olympiacos 77
3 rd match Olympiacos 78 - Real Madrid 76
4 th match Olympiacos 71 - Real Madrid 62
5 match
th
Real Madrid 83 - Olympiacos 69
FINAL FOUR MILAN
Semi-final F. C. Barcelona 62 - Real Madrid 100
Final Real Madrid 86 - Maccabi Electra 98
84 85
Basketball
Basketball
academy
Another step towards the future
The Real Madrid Basketball Academy continues to reap rewards. In 2013-2014,

the Under-18, Under-16 A and Under-14-A teams were Madrid Champions. In
addition, the Under-18s also won of the Spanish Championship and the prestigious
L’Hospitalet Tournament and the Under-14 A team repeated its victory in the
Minicopa, which it had also won last year.
There have been many young Real Madrid EBA also had a
stars, including debuts with good season, finishing second
the first team by Santi Yusta in its fight for promotion to the
and Jonathan Barreiro. Luka LEB Silver Division, after coming
Doncic was named MVP in third in the League. Both the
the Spanish Championship, Under-16 B and Under-14 B
as well as being top assist and teams showed their strength
top scorer. by being undefeated during the
regular season.
86 87
Basketball
Under-14 A Under-16 A Under-16-B Under-18

Under-14 Community of Madrid Championship: Under-16 Community of Madrid Championship: Under-16 Community of Madrid Championship: Under-18 Community of Madrid Championship:
champion. champion. first in A2 division. champion.
Spanish Championship: third position. Spanish Championship: Runner-up. (Undefeated during the regular season). Spanish Championship: Champion.
Minicopa del Rey: Champion (second year in a row). Minicopa del Rey: Champion (second year in a row). L’Hospitalet Tournament: Champion.
Under-14-B EBA
Under-14 Community of Madrid Championship: Group B, Regular league: third position
first in A2 division. Promotion to LEB Silver Division:
(Undefeated during the regular season). second position.
88 89
Real Madrid
Members
General Assembly
Insignia Presentation Ceremony
Member Services Office
Real Madrid City
Player signing events
Disciplinary Committee
Supporter Club Department

Members
The Ordinary and Extraordinary The fees will be increased September 2013, in accordance
Members
General Meetings were held by VAT upon accrual, for the with the provisions of Act
on 22 September 2013. The period from 1 July 2014 to 30 16/2012 dated 27 December.
Annual Report, Balance Sheet June 2015.
and Financial Statements for
the 2012-2013 season and The Extraordinary General
the 2013-2014 season budget Assembly passed the Real
were passed. It was also Madrid Balance Sheet updated
General Assembly decided to maintain the current to 1 July 2013, which was
membership fees: prepared by the Board on 4
Members under 11 years of age EXEMPT

Members from 11 to 14 years of age €42.20
Reduced Fee (retired Members over 65 years of age and a mem-
€61.60
ber for more than 25 years)
Adult Members €123.30
Members for more than 50 years EXEMPT
92 93
Members
Insignia Presentation Member Services Office Delegates and members of Online Member Services Office changing your personal details
The presentation of insignias to Members and supporters can the 100 Club, our 100 most Real Madrid Members have an on- (address, phone number,
all members reaching 25, 50 and benefit from comprehensive senior members receive special line fully secure and confidential e-mail address, etc.), checking
60 years of club membership personalised services at Gate services in gratitude for their service for enquiries and other direct debit payments and
was held on 30 November 55 at the Santiago Bernabéu loyalty to the club. operations, without having to changing them, changing your
2013. A total of 1,817 badges Stadium. The MSO is open physically visit the MSO. PIN code or assigning seats.
were presented, 224 of which from 9:00 a.m. to 7:00 p.m. (https://socios.real-madrid.com). It is also equipped to make
were gold and diamond, 272 Monday to Friday. Last season, temporary arrangements, such
gold and 1,321 silver. the office had more than 15,000 Last season 330,000 enquiries as financing season tickets and
visitors and received more than and operations were carried membership fees for the 2014-
The event was presided by 18,000 telephone calls. Over out, making a total of 800,000 2015 season, ordering tickets
Florentino Perez, who was 13,500 requests for information since the Office was launched for the final of the Copa del Rey
accompanied by Honorary and remote enquiries were in March 2011. and Champions League finals.
President Alfredo Di Stéfano, answered by e-mail. Members are also able to book
the Board and some of the The Online Member Service tickets for musical events.
Real Madrid legends. caters for a number of
permanent procedures, such as
94 95
Members
Member Helpline 9002 21 2002 Exclusive e-newsletters for

Members are required to members
identify themselves by giving There are now over 60,000
their membership and PIN members that receive the
numbers. During the 2013- publication by e-mail, which is
2014 season, 60,822 calls sent weekly and contains all the
were attended. latest news and most important
information on the club:
Written publications and exclusive content, ticket release
communications dates, all our teams’ results...
Club Bylaws. An official Last season, almost two million
document containing the e-mails were sent.
rules governing the club.
The current Bylaws were Member Notifications
passed at the Extraordinary Our Member e-mail records allow
General Assembly held on 30 us to send special notifications
September 2012. to supplement e-newsletters,
depending on member and club
Annual Report and Financial needs. During the 2013-2014
Statement. Official documents season, members received
describing all the institutional, useful information, in an easy,
sporting, social, business, fast and efficient way, through
financial and communications more than 2,646,914 e-mails.
activities carried out by Real Real Madrid members that wish
Madrid. They are presented to receive information from
for approval at the Annual the club by e-mail can register
General Assembly. their address in an easy and
simple way at “https://socios.
Hala Madrid and Hala Madrid realmadrid.com” with their
Junior magazines. Quarterly membership number and PIN
magazines for members and code and by choosing the option
Real Madrid supporters with “Change personal details”.
all the latest news on the club:
news, features, interviews,
offers and promotions.
96 97
Members
SMS messages Ticket Incident Office

Another form of communication Club members have an
between Real Madrid and exclusive ticket incident office
its members is by mobile available on match days, at
telephone. The club has which they can solve problems
increased the sending of relating to lost tickets or if they
messages with the latest have forgotten their season pass
information on dates, ticket and have their tickets issued. In
purchase, seat assignment the 2013-2014 season, 5,640
and other issues of interest. incidents were resolved.
More than 780,000 SMS were
sent to our members during
the season.
98 99
Members
“
THE CLUB ORGANISES PLAYER
AUTOGRAPH SESSIONS FOR MEMBERS
IN THE CITIES IN WHICH IT PLAYS.
Real Madrid City Bylaws, with the following • 3,465 members over 65 years
Real Madrid’s home grows every results: 31 partners left of age, retired and those that
year, with new facilities and without a penalty, a private have been a member for more
services for our professionals reprimand to 45 members was than 25 years paid a reduced
and academy. To enable proposed and for 1 member a membership fee of €72.69.
members to directly obtain the penalty of one month to three
latest news on Real Madrid years’ temporary suspension • 3,530 members for more than
City, member office space has of membership rights was 50 years were exempt from
been created. All our members proposed, according to the paying a membership fee.
and supporters, upon request, case; one person forfeited
can visit the Real Madrid City membership. • 14,157 children members
facilities. During the 2013-2014 under the age of 11 were
season, it was visited by more Membership Details also exempt from paying a
than 3,000 members. Real Madrid has 91,730 membership fee.
members, of which 66,915 are
Player autograph sessions adults, 19,522 children and • Possibility of financing
As in previous seasons, at every 5,293 are more than 65 years annual fees through BBVA,
game the team played outside of age or have been a member without interest.
Madrid, player autograph for more than 50 years. We
sessions were organized for have 74,109 male and 17,621 • Priority in the purchase of tickets
the local members. female members. and discounts for members
without season tickets.
Disciplinary Commission • 65,213 adult members paid a
In the 2013-2014 season, fee of €145.49. • Complimentary access to the
the Disciplinary Committee Tour and Sports City to Real
continued to develop its role • 5,365 young members from Madrid Castilla and Academy
as the club’s disciplinary 11 to 14 years of age paid a team games.
body in accordance with the fee of €49.80.
100 101
Members
Temporary assignment of
season ticket to the club
Real Madrid Board introduced
a system in which members are
entitled to apply for temporary
assignment of season tickets
to the club for one season,
extendable to two and are not
obliged to pay for the ticket, but
must pay the membership fee.
Members with season tickets

were allowed to make their
season tickets available to the
club for duly justified reasons:
• Financial problems.
• Health problems.
• Change of residence for
work reasons.
• Change of residence for
study reasons.
The application period for the

assignment of season tickets
to the club was from 30 May to
7 June 2014.
1,617 members made use of

the system.
102 103
Members
Supporter Club Department
National Supporters’ Clubs International Supporter Clubs
ANDALUCÍA 455 CASTILLA LEÓN 158 ALBANIA 1 ENGLAND 1

Almería 56 Ávila 33 GERMANY 4 IRAN 1
Cadiz 43 Burgos 16 ANDORRA 1 JAPAN 2
Córdoba 80 León 26 SAUDI ARABIA 1 JORDAN 1
Granada 84 Palencia 9 AUSTRALIA 1 KUWAIT 3
Huelva 42 Salamanca 22 AZERBAIJAN 1 LIBERIA 1
Jaén 70 Segovia 19 BELGIUM 7 MOROCCO 9
Málaga 55 Soria 3 BELARUS 1 MEXICO 2
Sevilla 25 Valladolid 17 BRAZIL 2 NICARAGUA 2
ARAGÓN 40 Zamora 13 BULGARIA 2 NORWAY 1
Zaragoza 17 CATALUÑA 126 QATAR 1 NEW ZEALAND 1
Huesca 12 Barcelona 75 CHILE 1 PANAMA 1
Teruel 11 Tarragona 18 CHINA 4 PERU 2
ASTURIAS 49 Lérida 14 CYPRUS 1 POLAND 1
BALEARES 43 Gerona 19 COSTA RICA 1 PORTUGAL 1
CANARIAS 31 CEUTA 1 CROATIA 1 PUERTO RICO 1
CANTABRIA 26 COMUNIDAD VALENCIANA 198 CUBA 1 REPUBLIC OF CONGO 1
CASTILLA LA MANCHA 279 Alicante 82 DENMARK 1 DOMINICAN REPUBLIC 2
Albacete 54 Valencia 59 EGYPT 1 RUMANIA 1
Ciudad Real 76 Castellón 57 UAE 3 RUSSIA 3
Cuenca 45 EXTREMADURA 248 SLOVAKIA 2 SENEGAL 1
Guadalajara 30 Cáceres 99 THE PHILIPPINES 1 SYRIA 2
Toledo 74 Badajoz 149 FRANCE 4 SLOVENIA 2
GALICIA 129 LA RIOJA 30 GIBRALTAR 1 SWEDEN 2
La Coruña 39 MADRID 203 GREECE 1 SWITZERLAND 13
Lugo 29 MELILLA 2 GUATEMALA 3 TUNISIA 1
Orense 26 PAÍS VASCO 19 EQUATORIAL GUINEA 2 UKRAINE 1
Pontevedra 35 Álava 4 THE NETHERLANDS 2 USA 9
MURCIA 77 Guipúzcoa 8 HUNGARY 2 VENEZUELA 4
NAVARRA 22 Vizcaya 7 INDIA 2 VIETNAM 1
NATIONAL TOTAL 2.136 INDONESIA 2 TOTAL FOREIGN
131
SUPPORTER CLUBS
Real Madrid currently has 2,267 representation. Ten clubs At the games played at the At the end of the season, the
supporter clubs, of which 131 celebrated their 25 anniversary
th
Santiago Bernabéu stadium, the Supporters’ Club Department
are located outside Spain. The and three clubs celebrated Supporters Club Department organized a Football 7
number will increase shortly, as their 60th anniversary. Like hosts a luncheon with the visiting Tournament for the pre-Under
89 (national and international) every season, during the first club’s fans. 10, Under 10 and Under-12
clubs are currently being team’s trips away, meetings divisions. More than 7,000
formed. Special mention are held with the supporter people from 143 teams visited
should be made of the fact that clubs to exchange views on the Real Madrid City to enjoy a true
this season 22 international clubs’ functions and activities. Real Madrid experience.
supporter clubs were created. In total, more than 500 clubs
attended the meetings.
Throughout the season, clubs
continued celebrating their This season, all the clubs that
anniversaries, at which the club applied were able to get to
was present with institutional know and visit Real Madrid City.
104 105
Members
Real Madrid Supporters’ Clubs throughout the World
2
OCEANIA
Australia (1)
New Zealand (1)
31
AMERICA
16 AFRICA 58 24
Egypt (1)
Brazil (2) Equatorial Guinea (2)
EUROPE ASIA
Chile (1) Liberia (1) Albania (1)
Costa Rica (1) Morocco (9) Andorra (1) China (4)
Cuba (1) Republic of Congo (1) Azerbaijan (1) Hungary (2) India (2)
Dominican Republic (2) Senegal (1) Belarus (1) Norway (1) Indonesia (2)
Guatemala (3) Tunisia (1) Belgium (7) Poland (1) Iran (1)
Mexico (2) Cyprus (1) Portugal (1) Japan (2)
Nicaragua (2) Croatia (1) Rumania (1) Jordan (1)
Panama (1) Denmark (1) Russia (3) Kuwait (3)
Peru (2) England (1) Slovenia (2) Qatar (1)
Puerto Rico (1) France (4) Sweden (1) Saudi Arabia (1)
USA (9) Germany (4) Switzerland (13) Syria (2)
Venezuela (4) Gibraltar (1) The Netherlands (2) The Philippines (1)
Greece (1) Ukraine (1) UAE (3)
Vietnam (1)
106 107
Real Madrid
Property
Real Madrid City Residences
The New Bernabéu of the

21st Century
Commitment to energy
sustainability and efficiency
at facilities
Annual
InformeReport
Anual 2013 - 2014
Ingresos
Property
The Real Madrid On 2 January 2014, the

Real Madrid City Academy
as the superimposing of two
elongated prisms of stone
a living room with a digital
library and a television room
City Residences Residence opened, following

the completion of the
and interleaved aluminium.
The lower section houses
with audiovisual systems.
The upper area is comprised
construction work, town the basement, containing of two floors, each with 20
planning and landscaping, as storerooms, engine rooms bedrooms, in addition to the
The first team and academy attended by the Mayor of Madrid, Since July 2013, the first well the installation of all the and a garage-parking area for related facilities and offices.
residences have been fully Ana Botella, the President of the team residence has provided necessary equipment. 19 vehicles. The ground floor The project was designed by
functioning since last season. Higher Sports Council, Miguel accommodation for rest houses the reception area, Estudio Lamela and built by
The completion of the third Cardenal and the President of the periods and first team camps. The building, with an area visiting rooms and offices, the the FCC-Construction San
phase of Real Madrid City has Madrid Regional Government, Meliá Hotels International, of 7,823 m2 of modular dining room, kitchen and a Jose consortium.
resulted in improved working Ignacio Gónzalez. a leader in its field and with construction, similar to that of multi-functional games room.
conditions for the technical staff extensive experience and the first team residence and with The intermediate section
and players from all teams. The prestige in providing this type two entrances - one from the contains private areas such as
two buildings were inaugurated of service, is in charge of the training grounds and the other the library, reading and study
on 24 January 2014 at an act management of the residence. from Avenida de las Fuerzas room, several classrooms for
presided by Florentino Pérez and Armadas - has been designed training and further education,
110 111
Property
Real Madrid First team residence.

Property
Real Madrid First team residence.

Property
Property
“
For the first time in its Both football and basketball education at its centre, with
112-year history, Real academy players that are not tutoring and reinforcement
Madrid lower divisions have from Madrid live in 40 rooms. classes for all students. FOR THE FIRST TIME IN ITS HISTORY,
their own residence, the The priority in the construction
investment strengthening and management of the
THE CLUB HAS TWO RESIDENCIES FOR
the club’s commitment to its residence has been to provide PLAYERS AT ITS OWN FACILITIES.
academy and achieving one comprehensive education to all
of its historical ambitions. its users, resulting in numerous
The residence is a home and areas for studies, such as a
enormous contribution to the library, study hall, individual and
education of the young players collective classrooms, digital
that dream of one day playing at library, etc... The Residence
the Bernabéu. is managed by the renowned
education institution SEK,
which provides ongoing official
118 119
Property
Real Madrid The Academy Residence.

Property
Real Madrid Aerial view of Real Madrid City.

Property
The New Bernabéu

of the 21 Century
st
Another historic challenge its stadium, which led to the increase our club’s equity, by
For all Real Madrid supporters, UEFA classifying it as an constantly searching for the
the Santiago Bernabéu is a “Elite Stadium of the Highest best for our members and fans.
unique, epic venue, filled with Category in 2010”.
the emotions experienced The main objective is to
throughout our history, where In line with the Real Madrid transform the Bernabéu into
we have enjoyed the greatest values of non-conformity a more modern stadium, with
players of all time and where and the desire to succeed, it greater earning capacity, that is
many of our club values reside. decided that the priority was safer, more comfortable and with
to take on a new historical a new concept of entertainment,
Real Madrid’s strategic objective challenge with a radical new shopping and dining areas
is to have the best and most transformation of our stadium with more parks and greater
advanced facilities possible, to into a state of the art icon in mobility. A special, unique and
be the international standard 21st Century Madrid, which will spectacular stadium.
in sports construction and to enable us to confront the future
have facilities that pay homage with greater assurance of being
to the greatness of our club. competitive and strong, whilst
Since 2000, Real Madrid has maintaining our leadership. Our
therefore invested more than obligation and commitment
208 million euros in upgrading is to continue growing and
124 125
Property
Presentation of the new specialist in the construction for the recent 2014 World Cup The design chosen for the
project of stadiums, having carried in Brazil. realization of the architectural
On 31 January 2014, the out 20 projects in recent years, idea is the creation of a
chosen bid in the “International such as the remodelling of the The prestige and solvency continuous metallic “skin” with
Architectural Ideas Tender for Berlin Olympic Stadium, where of the new Bernabéu of an opening in the upper part as
the Remodelling of the Santiago the 2014-2015 Champions the 21st Century meets all a terrace.
Bernabéu Stadium” was League Final will be played, expectations. The avant-
presented. The bid was submitted the Cape Town, Durban and garde project that will Description of the main
by Gmp Architekten / L35 / Ribas, Port Elizabeth Stadiums for transform our stadium in elements of the project
ending a laborious process the 2010 World Cup in South Madrid into an architectural The facade of the stadium
of functional development, Africa, the main stadiums for icon maintains its historic will be completed with fixed
architectural design and the last Eurocup in Poland and emblematic character metal bands of variable width
feasibility analyses involving the in 2012, in Ukraine (Warsaw with a modern image, making and orientation, creating a
most prestigious and specialized National Stadium, where the it a unique architectural single enclosure that houses
teams in world architecture. inaugural match was played landmark, with Real Madrid the entire stadium, including
and the Olympic Stadium in again as the pioneer and a shopping complex in the
Gmp Architekten, the firm of Kiev, where the Final was held), international standard in state Castellana and institutional
architects leading the winning as well as in Manaus, Belo of the art stadiums. facilities and associated uses
team, is currently regarded Horizonte, Rio de Janeiro and located in calle Padre Damian.
as the major international the Brasilia National Stadium
126 127
Property
“
THIS STATE OF THE ART PROJECT WILL
TRANSFORM OUR STADIUM INTO AN
ARCHITECTURAL ICON IN MADRID.
The project to remodel the The architecture of the project

Santiago Bernabéu Stadium will facilitate the implementation
involves the creation of a of new technology services
shopping complex on the entire that enable full interaction
side of Paseo de la Castellana, between users, the building
with below-ground parking for and the spectacle. The
500 vehicles and a commercial remodelling of the Santiago
development including a Bernabéu Stadium will result in
hotel, high-end retail stores, the upgrading of the entire area
restaurants, associated uses, in which it is located. There
etc. Its architectural structure, will be more parkland after
with attractive, open and high the demolishing of the present
quality spaces is an essential “La Esquina” Shopping Mall
element of the new building to allow for more open and
and the main entrance to the recreational space that will be
new stadium. fully integrated into the life of
the city.
The work inside the stadium
is mainly aimed at improving Mobility in the area will also
comfort and accessibility for be improved, with the creation
all spectators and includes the of car parks and the adapting
restructuring of certain access of streets. In the Paseo de la
and viewing areas, to give them Castellana, the current car park
greater capacity and service. will be converted into a new
square that will enhance the
The foreseen 360º video Stadium façade and also one of
scoreboard will set the stadium Madrid’s main thoroughfares.
apart from other current
stadiums and provide a new
element of commercial and
institutional exploitation.
128 129
Property
Property
Commitment to energy
sustainability and efficiency
at facilities
As a result of this commitment, electricity), the club is The following investments in

Real Madrid implements an committed to promoting the energy efficiency have been
ongoing policy of action aimed at awareness of its employees, made:
reducing energy consumption, service providers and
as well as responsibly managing associates. During the 2013- - Installation of LED technology
its resources. 2014 season, Real Madrid in lifts and certain office areas,
implemented an energy both at the stadium as well as
The club continues to use the management tool, EDART Real Madrid City.
network of reclaimed water for (Energy Dashboard and
its football fields (natural and Report Tool), which allows - Installation of presence
artificial) and landscaping at us to detect loss and identify detectors in hospitality area
Real Madrid City. In addition, the groups and activities that restrooms and public toilets at
rainwater and drain-off water consume the greatest amount all facilities.
from playing fields is collected of energy, as well as search
and re-used as part of the for more efficient alternatives. - Energy audit at the first team
watering system. All waste residence.
water produced at our buildings All the initiatives undertaken
is treated before being pumped are enhanced by the obligation - Improved performance of
into the sewerage system. on the part of our maintenance combustion boilers.
company to perform efficient
With regard to other types energy management at all our
of consumption (gas and facilities.
132 133
Real Madrid
Revenue
Management of capacity
and VIP Area
Sponsorship and Advertising
The Tour and Friendly Matches
Facilities Management
Relationship Marketing
New Media
Revenue
Management of Capacity
and VIP Areas
More than two million spectators

at the Santiago Bernabéu
In the 2013-14 season, the Assignment of Season

number of spectators at the Tickets
Santiago Bernabéu remained The Season Ticket Assignment
above two million. More than Service continues to grow each
half a million tickets were sold season. This year, it increased
through all channels, Internet by 7% with respect to the 2012-
being the most used (51% of 13 season. More than 140,000
ticket sales). season tickets were assigned,
of which 80% were sold. Thanks
In addition, there were 6,500 new to this service, members benefit
season ticket holders, in response from significant discounts on
to demand by members. the renewal of season tickets.
136 137
Revenue
“
THIS SEASON THERE HAS BEEN A RECORD
NUMBER OF 6,600 SEASON TICKETS SOLD.
Basketball Compliance with commit-

Attendance to the Sports ments in 2013/2014
Palace was in excess 360,000,
FOOTBALL
which represented an increase
Total number of season tickets
of 14% on the 2012-13 season. (all members)
We sold over 83,000 tickets, 20,240 season tickets
an increase of 10% on the 44,296 Euro season tickets
previous season. Internet is
BASKETBALL
still the main sales channel and
Total number of season tickets 6,609
increased 15% in comparison
3,326 members
to the previous season. 1,711 Real Madrid supporters
1,572 general public
In line with the growth in the
number of season tickets in
recent seasons, this year we
reached the record figure of
6,600, which represents an
increase of 27% with respect
to the 2012/2013 season.
138 139
Annual
InformeReport
Anual 2013 - 2014
Patrimonio
Revenue
Real Madrid VIP Area the four Stadium restaurants During the 2013/14 season,
The Real Madrid VIP Area has (Gate 57, Asador de la Esquina, we sold more than 14,000
4,696 seats distributed around Real Café and Zen Market) are VIP tickets at games and the
the Santiago Bernabéu Stadium converted into hospitality areas marketing of this type of product
circle and 500 VIP basketball on match days. produced 17% of total revenue.
seats at the Community of
Madrid Sports Palace. The 450 VIP season customers Based on a policy of
are companies from all infrastructure modernisation
The VIP seats at the Santiago industries, multinationals, and optimisation, this year
Bernabéu are located in Ibex-35 companies, small several VIP areas have been
more than 245 boxes, with a and medium enterprises and remodelled to increase
capacity for 2,922 seats and individuals, amongst others. space and make clients more
1,774 exterior and interior comfortable.
individual seats. In addition,
140 141
Annual
InformeReport
Anual 2013 - 2014
Patrimonio
Revenue
Ingresos
A great deal of effort has been international off-line media, All these initiatives have
made to make VIP products through advertising in business contributed to expand the
known internationally and management, finance, hospitality presence and knowledge of the
expand our market share. and tourism forums. VIP area, which has resulted in
Accordingly, during the 136 new clients.
season, VIP products have In line with last season, the
been permanently present at club reached agreements
the IFEMA, participating in the with travel agencies and tour
most important national and operators and, for the future,
international trade fairs. is studying ways to strengthen
presence in emerging markets.
There has also been an initiative
to promote the VIP Area in major
on-line media and Spanish and
142 143
Revenue
Sponsorship
and Advertising
Record Turnover
The qualitative marketing model, With regard to global

based on a results oriented agreements, Emirates, the
approach, has this season world’s leading airline, made
resulted in a record turnover for its debut as the major club
this area of revenue. Leading sponsor with its presence on
brands in their respective Real Madrid shirts, the first
sectors and markets continued season of a long journey until
to associate with the club in the 2017/2018.
2013/14 season.
144 145
Annual
InformeReport
Anual 2013 - 2014
Patrimonio
Revenue
After a successful term as major sponsor, Bwin Audi celebrated its tenth anniversary of Yet another year, top Spanish The BBVA agreement has training session with eight first
re-directed its agreement with the club to a more relations with Real Madrid with an event at international brands such added importance for our club, team players at the Santiago
central role in digital platforms and towards the Zarzuela Racecourse in Madrid, where as BBVA and Mahou have as the bank offers substantial Bernabéu Stadium.
promotional activities with a strong emotional company representatives were presented with used Real Madrid as a global benefits to groups of members
content, in order to maximize the re-directing of a commemorative shirt for 10 years of loyalty. marketing tool by launching in relation to financial products
traffic to its own platform. Ten seasons in which, year after year, Audi cars advertising and promotional and services, such as the
have been “The choice of Real Madrid” and the campaigns in numerous financing of season tickets.
vehicle driven by the club and its players to their countries with excellent
best sporting achievements. results and taking advantage Special mention should also
of Real Madrid’s importance be made of campaigns such as
throughout the world. the “Movistar Real Challenge”,
in which company clients from
12 different countries had the
unique opportunity to enjoy a
146 147
Annual
InformeReport
Anual 2013 - 2014
Patrimonio
Revenue
On the international scene, Along these lines, STC, the The club works with leading The Beiersdorf Group continued the brand launched several
more and more companies want Saudi Arabian telecom operator brands whose main interests its strategy that began half way promotions for consumers,
to use the Real Madrid brand has renewed its trust in the lie in Spain. Such is the case of through last season with its such as the Sensitive Match
for their marketing strategies club by extending its contract Sanitas, (celebrating its tenth Nivea for Men brand. The male played at the Stadium, at which
in highly specific areas and for five more seasons in the anniversary as provider of personal care brand has its the Captains enjoyed a Nivea
not necessarily in Spain. These Saudi Arabian territories, medical services to the club), greatest leverage in football and Men Shave on the pitch.
types of agreement, in addition Bahrain, Kuwait and Indonesia. Coca-Cola, Solán de Cabras, made good use of Real Madrid
to the obvious financial benefits The company presented the Campofrío and Samsung, which and its players by launching two
for the club, contribute to the agreement to the media in the aim at increasing the visibility global advertising campaigns
promotion of the Real Madrid presence of the entire team of of their brands and developing in both traditional media and
brand all over the world. players and coaches at an event promotional mechanisms for digital channels, both with
held in the Royal Box at the consumers using club assets. excellent results in terms of
Santiago Bernabéu Stadium. visibility and sales. In line with
its advertising campaigns,
148 149
Revenue
Real Madrid also has regional advertising campaigns are

sponsors in several areas of combined with promotional
the world. In Southeast Asia, activities at outlets.
the club continues to work with
leading brands such as Chang Finally, a special mention must
“
Beer, in beer and water; Yamaha go this season to the Italian
in the motorcycle industry, both brand Versace, entrusted with
in Thailand; Dua Kelinci in the dressing the Real Madrid football
snacks sector in Indonesia, and basketball first teams. MORE AND MORE COMPANIES WANT
Thailand and United Arab
Emirates, as well as Empresas
TO USE THE REAL MADRID BRAND AS
Polar, a leader in the food and PART OF THEIR INTERNATIONAL
consumer products industry in MARKETING STRATEGIES.
Venezuela. In all cases, massive
150 151
Revenue
“
RONALDO AGAIN ATTRACTED THE INTEREST
OF SEVERAL INTERNATIONAL BRANDS THIS
SEASON, INCLUDING SAMSUNG.
As far as individual first team Spanish footballers. The beer

agreements are concerned, producer’s trust in Real Madrid
last season was a particularly is so strong that it used both
active one for our players. players for its last company
The fact that a top level event campaign, the most ambitious
was held, such as the World in recent years, to convey its
Cup in Brazil and that 12 of brand values and history.
our internationals took part,
led many brands to choose Our captain’s international
Real Madrid players for their recognition has resulted in
advertising campaigns. several brands deciding to
work with him this season.
In addition to its 12-year The existing companies of
relationship with the club BBVA, H&S and Hyundai are
under an official sponsor’s joined by Pepsi, for its Lays
agreement, Mahou continued it brand and the incorporation
collaboration with captain Iker of Cristiano Ronaldo into the
Casillas in a consolidation of Samsung Galaxy Team in the
success that has lasted 11 years. major campaign launched by
This season, Mahou decided to the Korean brand for the
add Isco to its success story as World Cup in Brazil.
an investment in the future in
one of the most talented young
152 153
Revenue
Our second captain, and became an ambassador The Japanese company ambassador under an existing
Sergio Ramos, took part in for our major sponsor Emirates, Sony used Diego López and agreement with the club, by
communications campaigns in a joint advertising campaign Alvaro Arbeloa to promote taking him to Indonesia, amidst
for the three leading with the legendary Pele. the film Spiderman and the enormous media repercussion
international brands Xbox, brand’s two mobile devices. in the country.
Hugo Boss and Pepsi. The Real Madrid keeper was
also involved in the massive
This season Cristiano Ronaldo national Movistar TV campaign
again attracted the interest of for Telefónica.
international brands such as
Castrol, Honda, Herbalife and At the height of the season,
Mobily. The Portuguese star Dua Kelinci, as it had done in
has also been the image for the the previous season with Xabi
Swiss watch brand Tag Heuer Alonso, featured Gareth Bale as
154 155
Revenue
The Tour and

Friendly Matches
“
DURING ITS PRE-SEASON,
REAL MADRID WON THE FIRST
EDITION OF THE INTERNATIONAL
CHAMPIONS CUP.
Real Madrid ended its 2013

pre-season undefeated. 10
friendly matches were played:
three in Europe, four in the
United States, two in Spain
during the summer pre-season
and one in Qatar in January
2014 during the winter break.
156 157
Revenue
Europe United States On 4 August, the team faced After winning the tournament, 2013/2014 Season Friendlies
Our team played its first pre- For the fourth consecutive year, Everton at the Dodger Stadium the Whites ended their tour in
DATE MATCH
season game on 21 July, with Real Madrid travelled to the in Los Angeles, which it Saint Louis, with an exhibition
21/07/2013 AFC Bournemouth 0-6 Real Madrid (Bournemouth, England)
a 0-6 win against Bournemouth UCLA Campus (Los Angeles), defeated 1-2, to ensure a place match against Inter, winning 3-0. 24/07/2013 Olympique de Lyon 2-2 Real Madrid (Lyon, France)
in England. From there, it where the pre-season camp in the final of the International 27/07/2013 Paris Saint Germain 0-1 Real Madrid (Goteborg, Sweden)
travelled to France to tie in was established. Champions Cup. 02/08/2013 Real Madrid 3-1 Los Ángeles Galaxy (Phoenix, USA)
Gerland against Olympique de 04/08/2013 Everton 1-2 Real Madrid (Los Ángeles, USA)
Lyon (2-2). The last warm-up It was in LA that the first Real Madrid continued its 07/08/2013 Real Madrid 3-1 Chelsea (Miami, USA)
10/08/2013 Real Madrid 3-0 Inter de Milán (Saint Louis, USA)
match in Europe ended with a International Champions Cup good run of results and in
22/08/2013 Real Madrid 5-0 Al-Sadd Sports Club (Madrid, Spain)
victory against PSG (0-1). was to take place. In its debut the final beat Chelsea 3-1 29/08/2013 Deportivo de la Coruña 0-4 Real Madrid (La Coruña, Spain)
in the in the competition, the to be proclaimed Champion 02/01/2014 Real Madrid 1-0 PSG (Doha, Qatar)
Whites played three games, the of the first International
first against Los Angeles Galaxy, Champions Cup.
which they won 3-1 at the
University of Phoenix Stadium.
158 159
Annual
InformeReport
Anual 2013 - 2014
Revenue
Ingresos
Facilities The 2013-2014 season

collection will be remembered
for being the one with which Real
Madrid won its tenth European
total turnover and national sales
made up the remaining 25%.
Today, kits are sold in over

and increase the network of
Real Madrid official stores.
Both business lines pursue a
dual objective: to increase the
Management
Cup in Lisbon on 24 May 90 countries, proving the recognition and prestige of our
2014. Thanks to the excellent importance and prestige of the brand and generate ongoing
performances of our sports Real Madrid brand worldwide. revenue for the club.
teams, the presence of great The most representative
local and international players markets were Spain, Portugal,
and the attractive Adidas- UK, France, China, the
Real Madrid sportswear, sales United States, Japan and
Merchandising and distribution of the collection achieved Latin America. Together with
outstanding figures worldwide. the German company, the
The revenue generated by the club continues to work on
Adidas-Real Madrid collection extending and developing the
abroad accounted for 75% of range of official club products
160 161
Revenue
After its inauguration in December busiest shopping area of the

2006 and the remodelling in T4 satellite.
2013, the Bernabéu Store
experienced an exponential 2.- Las Rozas Village:
increase in sales, becoming Located in the most visited
an international benchmark. shopping complex in the north
Every year, it receives around of Madrid, the store has a
1,500,000 visitors. surface area of 130 m2. It was
opened in May of last year.
In line with Real Madrid’s
plans to expand its brand and, 3.- Adolfo Suárez Airport T4:
in conjunction with Adidas, Opened in June 2014, the
in addition to the opening store covers an area of 255 m2
of the store in the Gran Vía, in an airport transit zone and
this year saw the opening of is the perfect complement for
three new stores: coverage of airport shopping.
1.- Adolfo Suárez Airport T4

Satellite:
Opened in March 2014, the
store has a surface area of 208
m2 and is located in the new
162 163
Revenue
“
THE BERNABÉU TOUR HAS BEEN
UPGRADED TO BECOME A
UNIQUE, MODERN AND STATE
OF THE ART ATTRACTION.
The Bernabéu Tour

The new Bernabéu Tour There are more than 150
commenced in May 2014. computers connected by more
than six kilometres of cable to
After the second phase of provide content. The result is an
remodelling and incorporation exciting interactive experience.
of the tenth European Cup, the
Bernabéu Tour has become In preparing the content,
a unique, modern, state of more than 40 historic files
the art and interactive event, were consulted, over 5,000
with the latest technology that photographs edited and
makes it one of the main tourist extensive audio-visual material
attractions in the City of Madrid. containing local and foreign
archives was viewed.
The Tour now includes new forms
of narrative museum, promoting The first team also recorded 25
interactivity and audience hours of unreleased material
participation. In doing so, not that is used exclusively for the
only has it implemented the audio-visual museum.
latest technology, but specific
applications for the museum The showcases contain more
have also been created. than 200 objects chosen
from amongst the more than
Features include the integration 250,000 items of historical Real
of real-time data, mapping, Madrid heritage, managed by
cutting-edge post-production the Foundation.
effects, power graphic drivers,
multi-touch interactive screens
and an integrated control
program, a worldwide pioneer.
164 165
Revenue
Real Madrid President Florentino Pérez places the Tenth European Cup for the Bernabéu Tour.
Revenue
14 new features have been 13. The Latest Victory. The introduction of new sale agreements with domestic
included: 14. Real Madrid Sensations. products and services along and international leisure and tour
1. Whites’ heartbeat. the route, as well as its operators, greater penetration
2. Legendary Players. The result is a spectacular new international character, makes into their markets and sales
3. First Team Video. Bernabéu Tour. Visitors from the Bernabéu Tour a line of initiatives addressed to specific
4. The Best Gold. all over the world make it a hub business that is expected to groups to bring Real Madrid to
5. Goals Galore. for Real Madrid supporters. grow in coming years. over 100,000 school children
6. Universal Real Madrid Over 60% of visitors come from each season.
Supporters. outside Spain. The majority Along these lines, the club
7. Basketball. are from Mexico, USA, Brazil, is working on consolidating
8. Real Madrid Foundation. Portugal, France, UK, China existing commercial agreements
9. Real Madrid Sounds. and Japan. and establishing new strategic
10. Santiago Bernabéu and Di alliances that will allow us to
Stefano, two men that changed achieve our objectives. Those
the history of the club. worthy of mention include
11. Kings of Europe. agreements with hotel chains, the
12. You are Real Madrid! strengthening of remote ticket
168 169
Revenue
Events
This area of business large national and international The results, combined with tickets being sold in just 11 hours,
consolidates year after year and companies viewing our facilities continued innovation and use of in an unprecedented success.
positions Real Madrid facilities at as a multi-functional space for the latest technology, allow us to
the forefront of the industry. This their business conferences. continue growing in the sector. In addition to providing significant
season has seen an increase revenue, this area of business
in the number of commercial Our presence at the most One of the highlights of the positions our stadium as an
events held, almost 200 and a important international trade season was the Rolling Stones international benchmark.
significant increase in revenue. fairs (EIBTM, IMEX, FITUR) helps concert held on 25 June at the
us to strengthen loyalty and Santiago Bernabéu Stadium.
The commitment to the seasonal attract new accounts. The main
use of facilities and the creation international business markets As part of the group’s “14 On Fire”
of new products and formats, in are Germany, UK, France and tour, it was the only concert held
addition to our strong presence Italy. The Middle East and North in our country. The expectation of
in the corporate tourism and American markets are short- being able to see the legendary
incentives market has helped term objectives. band, in addition to the fact that
to improve the positioning of the concert would be at our
our facilities. This has led to stadium, resulted in the 60,000
170 171
Annual
InformeReport
Anual 2013 - 2014
Revenue
Ingresos
Puerta 57 restaurant. ZEN Market restaurant La Esquina del Bernabéu restaurant. Real Café Bernabéu.
Restaurants
The Santiago Bernabéu stadium 3. La Esquina del Bernabéu This area of business The recent business of bars
currently has four top restaurants. restaurant (Avenida Concha represents an idea of and stadium venues at Real
Close to 4,000 square meters of Espina). Recently renovated, diversification at the stadium Madrid City has been taken on
our facilities are devoted to this it offers an exclusive area of and complements other by Aramark, a leading American
line of business: tapas and a new dining room. business activities, such as multinational, to provide modern
4. Real Café Bernabéu (Avenida corporate events and capacity management of the business, as
1. Puerta 57 restaurant (located Concha Espina). The restaurant management initiatives. well as a wide range of products
in calle Padre Damian). offers a wide variety of cuisine and services to our members
Considered one of the top 10 based on Mediterranean food. and visitors.
in Madrid.
2. ZEN Market restaurant
(located in Avenida Concha
Espina). Access to the restaurant
is by a panoramic view elevator.
Undoubtedly, one of the best
Asian restaurants in the city.
172 173
Revenue
Real Madrid Cafe Dubai

As part of the globalization of square metres on two floors,
its business and brand, last with two magnificent terraces.
season Real Madrid announced There are several businesses
the commencement of a new in one; an excellent restaurant
business activity that had never is supplemented by an area
been explored by the club, with in which official Real Madrid
the development of a “mixed products can be purchased, in
retail” concept under the REAL an atmosphere enhanced by
MADRID CAFÉ brand. symbols and icons of the club.
This season, the project is This first successful opening

already a reality. In early June leads the way to other locations
2014, the first premises opened in the UAE, Middle East and
in Dubai, led by a local partner United States in coming
with extensive experience in the months. Undoubtedly, areas
sector. The area chosen was of interest for the international
Jumeirah Beach Residence expansion of the club, given the
(JBR). Located in the best enormous financial potential
beach area of Dubai on the and growing interest in football.
seafront, the premises have a
surface area of more than 1,000
174 175
Revenue
Relationship
Marketing
More than 555,000 Madridista

Membership Cards
The Madridistas loyalty program

has continued to increase,
with more than 55,000 new
members this year, reaching a
total of 555,000 cards issued.
A special mention must go
to the addition of 23,000
new junior Madridistas to the
group, increasing the number
of juniors to 24% and making
it a group of young supporters
with common interests.
176 177
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InformeReport
Anual 2013 - 2014
Revenue
Fundación Real Madrid
“
THE MADRIDISTAS CARD IS NOW
PRESENT IN MORE THAN 180 COUNTRIES.
Internationally, there have This year, the birthday This season the number communications to Madridistas
been 14,000 new Madridistas congratulations e-mail sent to of registered Madridista and eMadridistas; the Madridista
outside Spain, extending the members and Madridistas has supporters increased by over hotline has answered, sent and
presence of the card to more again been highly successful, 110,000 registrations on the handled over 192,000 phone
than 180 countries. consisting in a 3D audio club’s database, enlisted by the calls; more than 56% of new
recording in which the receiver different products and services supporters were enlisted at
Madridista Cards continue to appears in the middle of the offered. This new group joins the stadium facilities; social
adapt to social networks and dressing room surrounded by other supporters that benefit networks and the Realmadrid
new technologies, being present his/her favourite players, before from regular messages sent by App provided 5% of new
in the club’s principal means of running onto the pitch of the the club: newsletters, electronic Madridistas and the promotions
communication, with special and Santiago Bernabéu stadium; ticket purchase notices, held throughout the season
exclusive promotions targeting Madridistas have the chance to special sponsor promotions were responsible for 22%.
users of Facebook, Twitter, do a “symbolic” honorary kick- and exclusive news.
Realmadrid App... off from the centre, amidst an
ovation from the crown and the Finally, it should be mentioned
atmosphere of the Santiago that the department has sent
Bernabéu Stadium. more than 16 million electronic
178 179
Informe Anual 2013 - 2014
Ingresos
New Media
The Real Madrid Universe on TV

Realmadrid TV broadcasts
24 hours a day, 7 days a
week to provide information
and convey the Real Madrid
values to all its supporters.
Our club channel continues to
expand throughout the world
and is now seen in more than
50 countries, thanks to the
cooperation of Al Jazeera,
Direct Tv, Upstairs, PT
Telecom, GMM Grammy, Bein
Sport, Topsports, Madraine,
Sia and DTS. Realmadrid TV
broadcasts in two versions,
Spanish and English and
continues to be one of main
forms of exposure of all Read
Madrid activities and products.
180 181
Revenue
“
REALMADRID APP HAS GONE ONE
STEP FURTHER IN ITS STRATEGY TO
CONSOLIDATE ITS POSITION AS THE
LEADING WORLDWIDE APPLICATION.
services that places it at the coverage and reaching a reaching over nine million
forefront of applications for greater number of fans. downloads since its launch and
Smartphones and tablets. remains as one of the most
The m-commerce section This season, the club opened prominent sports games on the
continues to enable its users an official account with Line, global Apps scene. This season,
to directly acquire official club the popular Japanese social it has incorporated innovative
products from their terminals. network. With versions in schemes of gameplay that
The application has also been English, Spanish and Japanese, consolidate its position.
enhanced this season with new there have been over 18 million
digital entertainment content followers since the network was New official Real Madrid games
for all Real Madrid fans, making launched in September 2013 and applications have been
it the best rated app by users. and Real Madrid is the highest launched in different markets,
Mobile Marketing telephones and tablet devices, record by surpassing 4.5 growing of all Line accounts, with special mention of the
Real Madrid is again the took another step forward million downloads since its Upgrading and innovation thus consolidating its position innovative Real Madrid Kick
leading club in the field of new in its strategy to consolidate release, ranking it as the continue to be the objectives, as leader in social networks. application, which measures
technologies. Last season, its position as the leading leading application in the in order to offer fans new the speed of the (professional
the channel fully consolidated worldwide application, not global sports industry. experiences and interesting Multi-platform games for or amateur) user’s shot, the
its growth and development, only as a football club, but content, either at the stadium smartphones: Real Madrid strategy game Imperium,
providing Real Madrid fans any sporting institution In addition to being the or if they are watching the game Fantasy Manager 14 is again translated into 10 languages;
anywhere in the world with application, by increasing first sports application from somewhere else. With this year the world leader in and Real Madrid Powershot
access to the club’s exclusive its presence on iphone and with a live sports TV signal the new version, in addition football games, maintaining Challenge, a multi-platform
content and services in real time. Android platforms, as well (by subscription, with the to Spanish and English, the its position as one of the most game in which players can
as on Samsung Smart TVs. broadcasting of Realmadrid application will be available in downloaded games in the compete for official club prizes
Realmadrid App, the club’s The application, available TV 24 hours a day in Spanish French, German, Portuguese, world. This year, the game has against other users.
official application for mobile internationally, set a new and English, it has a range of Arabic and Mandarin, providing continued to grow on tablets,
182 183
Revenue
Realmadrid.com and globalisation

A new website has been connections between our
launched to better adapt to international fans.
the needs of the club, with
a modern design and more Real Madrid also holds a
accessible organisation of leading position in major social
content. Simpler menus, networks, with over 141 million
combined with a new font, followers worldwide.
provide for a much more
entertainment-focused site, On Facebook, with three main
where the wealth of video accounts, Real Madrid, Real
and photographic content Madrid Baloncesto and la
has significantly increased, Fábrica, Real Madrid was the
making navigation simple and highest growing club last year,
more dynamic. with an average of more than
500,000 followers per week.
Another important feature is
the presence of elements that On Twitter, the club has over
allow interaction with other 19 million followers, with
channels and club media, versions in Spanish, English,
as well as with the different Japanese and Arabic; on the
official club accounts on social network Instagram, Real
social networks, to enable Madrid also leads as the most
fans to share all the content followed club in the world, with
they consider to be of interest. 3.7 million followers.
The qualitative step forward in Our Youtube channel has 1.5

the design of the site can be million subscribers, who are
highlighted, making it a reference able to access exclusive videos
in the world of football. of present and past football.
Real Madrid is also present
The new version is available on the major Chinese social
in a total of eight languages: networks Renren, Tencent
Spanish, English, French, Weibo and Weixin.
Portuguese, Japanese, Arabic,
Indonesian and Chinese,
with the aim of encouraging
184 185
Real Madrid
Communications,
Media and Content
Press
Publications
Realmadrid TV
Digital Unit
Communications,
Media and Content
Press
The year of the Décima has seen significant changes in the development of
the club’s media. Realmadrid.com has undergone a radical transformation by
adapting its services and design to the digital reality, Realmadrid TV has grown
significantly by optimizing its content and two special publications have been
created following the winning of the European Cup and the death of our Honorary
President, Alfredo Di Stéfano.
The Press Department handled Champions League in Lisbon,

2,226 acts, including interviews during the team’s last training
and public appearances of the session before traveling to
first football and basketball the Portuguese capital city.
teams and the football During the event, 58 individual
academy. Over a thousand interviews were held with 269
of such acts related to the accredited professionals at
football first team, including Real Madrid City.
the coaching staff.
At the Bernabéu, Sports Palace
Special mention must be made and Real Madrid City, close
of the Media Day organized by to 10,000 accreditations were
the club to mark the end of the granted to professionals.
188 189
Publications
The club brings out 13 Hala Madrid online and
publications, some of which eMadridista News.
have undergone important Every match day at the Santiago
developments. Bernabéu, a press dossier is
provided to all the professionals
The quarterly magazine, covering the game. This season,
Hala Madrid, had an annual there was a special issue
circulation of 808,000, with published to commemorate
special editions closing the the Santiago Bernabéu Trophy
season: Hala Madrid 45 tribute to Raúl.
devoted over 100 pages to
the Tenth European Cup and The magazine Grada Blanca
the Copa del Rey and the continues to be distributed
Special Alfredo Di Stéfano on match days when Real
Edition was devoted entirely Madrid plays at home, with a
to the Honorary President of circulation of 30,000 copies.
Real Madrid, considered the
best player of all time and a The Member’s Newsletter
Real Madrid legend. The Hala has completed its second
Madrid 45 edition included year in electronic format and is
two posters and a DVD of the distributed weekly, to optimise
Décima song and Nada Más by information provided to
Red One. The Special Alfredo members on current club affairs.
PUBLICATIONS
Di Stéfano Edition contained
Hala Madrid
a DVD with edited videos For Champions League
Hala Madrid Júnior
following his death. draws, an exclusive publication Hala Madrid on-line
is distributed to Real Madrid’s eMadridista News
The Hala Madrid Junior rivals in European competitions. Press Dossier
magazine, sent to Members The publication is a guide Grada Blanca
Members’ Newsletter
and Madridistas aged from 7 to containing information on
Champion’s League Dossier
14, had an annual circulation transport, accommodation, Basketball Media Guide
of 184,000. Last season, there communications, club Foundation Magazine
were close to one million departments... Annual Club Report
publications of the club’s Club Financial Statements
two electronic magazines Foundation Annual Report
190
Real Madrid
Communications,
Media and Content
“
THE CLUB BRINGS OUT 13 PUBLICATIONS,
THE MAJORITY OF WHICH ARE SENT TO
ITS MEMBERS AND MADRIDISTAS.
The Basketball Press

Department prepares a Media
Guide with information on
basketball for all world media,
rival teams, institutions, etc.
The Real Madrid Foundation

publishes a quarterly magazine
containing information on its
activities.
And, at the end of every

season, the Club and
Foundation’s Annual Reports
are published, with information
on the activities and financial
statements submitted at the
Annual General Assembly of
Delegate Members.
As in the last five seasons, Real

Madrid publishes its official
book, which belongs to the
Everest Collection. Corazones
Blancos (White Hearts), featuring
Gento, Amancio, Butragueño
and Ronaldo Zazario came out
in 2013 and six days after the
European Cup Final in Lisbon,
the club published La Décima.
Reyes de Europa (The Tenth.
Kings of Europe).
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Communications,
Ingresos
Media and Content
Realmadrid TV
Realmadrid TV ended a season The program Hoy Jugamos that can be received on Canal
that marked a turning point in (Match Day) has also been + and the cable platforms
its career. strengthened, with broadcasts through which it is distributed.
from both the Bernabéu as well This is its best annual figure in
The channel doubled its on the road. Realmadrid TV the last eight years.
production and programming provided a live broadcast of the
by more than 45% over last UEFA Youth League, the UEFA In May 2014, coinciding with
season, while staging new Under-17 World Cup and Real the Tenth European Cup, the
programs such as Ciudad Madrid Legend matches. channel reached its highest
Real Madrid (Real Madrid monthly ratings in history, with
City), a weekend program All these efforts were supported 1.4% (4.4% in Madrid). On the
with academy and basketball by the ratings, which confirmed 25th, during the celebrations of
games (ACB), increasing the an increase of more than twice the Décima, the ratings rose to
production of content by 58% the number of viewers since 11.7% (28.4% in Madrid), an all-
during this time frame, as last January, when the channel time record. This figure was the
compared to previous years. implemented the changes and highest of all theme channels
strengthening its programming. on pay per view TV. The peak
New programs are now audience was 184,000 viewers,
broadcast seven days a week From January to June 2014, which means that one in five
in a double edition and content RMTV’s ratings increased by people who were watching
production has increased by 52% with respect to 2013 cable or pay per view television
22%, talk shows going to air and already exceed a share tuned in to RMTV.
from Monday to Friday, with new of 0.8% (2.7% in Madrid) with
sections and a 17% increase. respect to the theme channels
194 195
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Comunicación,
Communications,
Medios
Mediayand
Contenidos
Content
For the first time in its RMTV has provided RMTV offered live broadcasts In the international version,
history, RMTV broadcast the comprehensive coverage of our of both sporting and corporate RMTV can be seen in four
Endesa League matches and football and basketball teams’ institutional events. From the continents and 50 countries. It
strengthened basketball. The success, with special programs presentation of players, the started in 2005 and has grown
results were highly satisfactory, on both sections’ victories in Cristiano Ronaldo renewal, to include platforms in the
reaching a peak of almost the Copa del Rey and a special presentation of the third phase United States, Middle East,
80,000 viewers during the coverage of the Champions of Real Madrid City and the France, Russia, Thailand and
fourth semi-final of the Playoffs League Final in Lisbon. Almost renovation of the Santiago several African countries.
against Unicaja. 24 hours of live television, with Bernabéu Stadium, as well as the
all the information before and Real Madrid-European University
after the game, finishing at seven Graduation Ceremony. It also
o’clock in the morning with the includes events relating to the
team at the Cibeles, to return for Real Madrid Foundation in Spain
the Décima celebration party at and other countries, such as Peru
the Bernabéu. and Guatemala.
196 197
Communications,
Media and Content
Realmadrid.com
Digital Unit
Thanks to the new website, This is proven by mobility data: The website informs and
designed according to content 50% of our users connect from entertains in Spanish, English,
consumption and adapted to all mobile devices. French, Portuguese, Arabic,
devices (PCs, tablets and mobile Chinese, Japanese and
phones), the digital value of the The new website was designed Indonesian and comes to life
club has increased in line with according to the new models at the most important moment
the increase in user satisfaction. of relations between users for all sports clubs: the game.
and content, in which audio Meanwhile, the website
The nearly one hundred million visual material is vital, the mutates depending on user
visitors to our website each club therefore deciding that conduct: before the game as
year now spend more time on photographs and video should a powerful tool for capturing
it (57% more than last year), be the principal components, traffic and for ninety minutes
Last season, the club’s digital To put this new strategy into view more pages (40% more without neglecting the provides text, video, audio
ecosystem underwent a practice, a Digital Unit was than in 2013) and find us more presence of the user as co- and photographic information
significant mutation. Based on a created as an internal club body easily (we capture 5% more on author of the brand image. This in real time. When finished, it
strategy combining information providing services to all areas search engines). Realmadrid. can be seen in the galleries amplifies its message on the
and entertainment, in February involved in on-line activities. Its com is the reference for Real of high resolution pictures, powerful social networks.
Real Madrid released a function is to optimise processes Madrid supporters on-line. related content, contextual
spectacular new website, (production and services) advertising, video content in
which is already considered a through digital channels. In addition, Real Madrid the majority of news, entire
reference in the world of sport responds to the need for its fans sections devoted to fans,
and an example of a new era in to be permanently connected integrated social networks,
its digital relations with users. to the club, anytime, anywhere. spectacular player profiles...
198 199
Communications,
Media and Content
Social Networks
2013-2014 has been the par Perhaps the best example is The impact of Real Madrid’s
excellence social network Instagram, a photograph that message throughout the
season. The community of Real Madrid landed on less than world is reflected in its
Real Madrid supporters around one year ago, to become the community structure, made
the world increased from 60 club with the highest number up of millions of users all
to more than 141 million, an of followers in the world, over over the planet, especially
increase of 135%. Facebook, 2.5 million. in Indonesia, China, United
Twitter, Google+, Youtube, States, Mexico and Colombia.
RenRen and Tencent now form Not only the first team is
part of the club’s transmedia hot on the web, but also the
communications and business academy, with nearly 6 million
strategy. The unstoppable Facebook friends, basketball
growth of all these networks is with 9 million, or the Santiago
built on a content and distribution Bernabéu Stadium, with more
strategy that maximizes the than 1 million.
impact of publications.
200 201
Real Madrid
Real Madrid
Foundation
National
International
Communications
Events
Heritage Centre
Real Madrid Foundation
National
“
THE FOUNDATION’S SOCIAL SPORTS
SCHOOLS AND PROGRAMS TEACH VALUES
TO 10,000 CHILDREN EACH YEAR.
More than 5,000 children In the 2013/14 season, the A highlight was also the
between 5 and 17 years of age highlight was the opening of social sports school project
participated in the 63 social 11 new projects: social sports for Romanian gypsy children
sports schools run by the schools in Motril, Jerez de la from the impoverished area
Real Madrid Foundation in the Frontera, Mazarrón, Buitrago de of “El Gallinero” in Vicálvaro,
2013/14 season. Over 40% Lozoya, Tenerife and Villaverde an example of collaboration
of the students are children (Madrid), with more than 500 with the City of Madrid, the
at a risk of social exclusion new students, as well as the Institute for Settlement and
or disadvantage that receive initiating of two special schools Social Integration of the
scholarships and subsidies for wheelchairs and two schools Community of Madrid and
to be able to enjoy the extra- in the Community of Madrid, in several private companies.
curricular events organized by conjunction with the Ana Valdivia The project includes football
the Foundation. Foundation; the opening of a and basketball schools and
new inclusive football school additional programs on
A total of 48 football social for children with different transport, food, health and
sports schools (two of which capacities, in conjunction with hygiene for children at a high
are inclusive) and 15 basketball the Carmen Pardo-Valcarce risk of social exclusion.
social sports schools (of which Foundation, which joins the line
two are wheelchair schools, two in diversity, along with a new
adapted and one inclusive). adapted school of basketball
for people with severe mental
disabilities in Las Tablas.
204 205
Annual
InformeReport
Anual 2013 - 2014
Comunicación, Medios
y Contenidos
The Foundation’s activities the case of football and at in wheel chairs shared five days Social Sports Schools at co-existence in areas in
are based on a pioneering Arganzuela for the basketball of living together and training, Penitentiary Centres which young and immigrant
and innovative documented schools), where students playing and sharing a common The Foundation has a program populations are large and
system for training its can practice what they goal: to enjoy basketball. for prison inmates, with social by using integration through
educators throughout the learn throughout the season sports school projects for sport as a rehabilitation tool.
world: for a REAL education: at training and enjoy their football (22) and basketball During the 2013/14 season,
values and sport, they play, favourite sport in competition (21) at penitentiary centres the Real Madrid Foundation
we educate. This season, and where everyone wins throughout Spain, with the increased its presence in
the training library was and sportsmanship is the key aim of contributing to social prisons, incorporating Murcia
increased with the publishing challenge. This season, the insertion by teaching values and Oviedo II in its activities.
of Competir para compartir… tournaments had inclusive such as respect, hard work, More than 1,700 inmates now
Valores” (Compete to share… days for students from all motivation and autonomy take part in the football and
values), a guide for inclusive schools without distinction. during training sessions basketball programs.
social school tournaments. held weekly. The program,
From February to May, the For the sixth year in a row, the conducted in conjunction
interschool tournaments are Inclusive Basketball Campus with the Ministry of the
held (at Real Madrid City in was held, at which young people Interior, helps to improve
206 207
“
THIS YEAR. THE SOCIAL SPORTS
SCHOOLS PROGRAM AT SHELTER
HOMES AND JUVENILE DETENTION
CENTRES WILL BE EXTENDED TO 25
MORE CENTRES ALL OVER SPAIN.
Social Sports Schools at Children’s basketball program

shelters and juvenile detention at hospitals
centres The aim of the projects is to
The aim of the schools is promote a normal environment
to promote sport and its of well-being for children
inherent values within a hospitalized for long periods of
social integration framework. time that suffer from different
Today, after the addition of pathologies, as well as
the Juvenile Detention Centre providing parents and families
in Brea de Tajo, there are five with a meeting place to spend
schools of this kind that have the long days of waiting at
worked with great success hospitals. During the 2013/2014
in the Community of Madrid: season, the Foundation had
Picón de Jarama (Paracuellos), six schools in the Community
the Manzanares Residence in of Madrid: Gregorio Marañón
Chamberí, Brea de Tajo and Hospital, Hospital Universitario
Casa de La Almudena. The Doce de Octubre, Hospital
Juvenile Detention Centre in La Universitario La Paz, Hospital
Rioja also joined the schools in Niño Jesús, Hospital Ramón
Murcia and Alicante to develop y Cajal University Hospital
a program with the Diagram and Montepríncipe and has
Foundation. Next season, the now extended to the Alicante
program will expand to 25 General Hospital, totalling
centres across Spain, providing seven centres for more than
sports and education in values 2,000 children.
to more than 1,700 children
in situations of exclusion and
under government care.
208 209
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Anual 2013 - 2014
Real
Comunicación,
Madrid Foundation
Medios
y Contenidos
Physical activity program for Real Madrid Volunteer Centre Madrid Volunteer Centre and cities: Madrid, Almeria, Murcia
the elderly Since the 2011/2012 season, the corporate volunteers from and Santiago de Compostela;
In 2013/14, the Foundation’s the Real Madrid Volunteer entities working in conjunction and internationally in England,
physical activity program for Centre has provided a way with the Foundation’s projects. Austria, Bulgaria, Slovenia, The
the elderly opened to nursing of channelling the solidarity Netherlands, Poland, Turkey,
homes and three centres have of Real Madrid supporters Finally, as a holiday initiative, Brazil, Mexico, Puerto Rico,
joined the Canal project to and there are now more the Foundation organizes Singapore and Saudi Arabia.
promote the physical health than 250 people that actively football campuses in summer.
of people aged over 65 and collaborate in helping people The Campus Experience helps
contribute to improving their with disabilities at games, help improve sporting technique
social relations. More than 450 with the development Plan and and also offers a wide-ranging
senior citizens take part in the other activities, participate in program of educational, fun and
program in Madrid and the games with prison inmates and innovative training activities.
number is expected to increase collaborate with other entities In the last edition, more than
next season. with which the Foundation 2,200 young people from 7 to
has agreements and projects. 17 years of age and 40 different
In this regard, it is important nationalities took part. This
to mention the volunteers that year the Campus Experience
have collaborated with the Real will expand in four Spanish
210 211
International
The Real Madrid Foundation focused on consolidating

culminated a season of existing projects in the 23
international consolidation, countries in which we are
with presence in 70 countries. present, striving to ensure
There are now 38,000 the quality and sustainability
children enjoying football and of the social sports schools.
basketball at 229 social sports In this regard, we signed two
schools around the world major cooperation agreements.
that encourage and teach the The first, with the Banco
values of Real Madrid. de Desarrollo, Corporación
Andina de Fomento, which
It has been 12 months of hard will strengthen our programs
work in the constant pursuit in Argentina, Paraguay and
for the excellence of our Venezuela and the second with
projects and to ensure their the Society for Development
economic sustainability. We and Operation of Global
have managed to incorporate Infrastructure, which will do the
strategic countries like Russia same in Costa Rica and Chile.
and Bulgaria in Europe and
Kenya in Africa. The important alliance signed
last year between the Real
The ongoing commitment of Madrid Foundation and
our President, Florentino Pérez Microsoft has also been
“
to the Real Madrid Foundation successful this season in
has taken him this season to Latin America. In this first year
China, Colombia, Peru and of the agreement, there has
Guatemala, demonstrating to already been improvement in
all how important its outreach the technological capabilities
229 SCHOOLS IN
work is to Real Madrid. of our local partners and 70 COUNTRIES
beneficiaries in Latin America TEACH THE REAL
In Latin America, the work and the Caribbean. MADRID VALUES.
carried out this season basically
212 213
There are 38 social sports schools

It should be highlighted that this management control and the of promoting education in in 9 countries, with a total of 4,608
season our social sports schools quality of the programs. The citizen values and peace, young people participating.
in El Salvador celebrated their results have been excellent, healthy lifestyles and good The implementation of new
tenth anniversary. The longest with effective presence in 33 use of spare time. The results projects has been affected by
running schools include those countries and a total of 40 achieved in 2013/2014 have circumstances such as the
of Chile, Argentina and Panama. social sports schools for 7,524 been satisfactory. conflict in Syria. Social sports
This shows the commitment of the children. One of the highlights schools are currently being
Real Madrid Foundation and its in the region is the expansion consolidated in the UAE, Kuwait,
local partners to disadvantaged of basketball, which facilitates Jordan, Palestine and Israel.
“
people by providing opportunities the integration of girls into sport. The special situation in the
for the future. The Foundation has reinforced region motivated the priority of
its commitment and presence promoting of a culture of peace
In Africa, the fourth year of the in Africa, where the vulnerability 38,000 BOYS AND GIRLS ENJOY through sport.
Africa Project was completed of the young people is extreme
and the network of social sports and their participation in sport a
PLAYING FOOTBALL AND BASKETBALL
schools consolidated in the possibility of changing their lives. IN SOCIAL SPORTS SCHOOLS
continent. This season, there In the Middle East, we have THROUGHOUT THE WORLD.
has been greater emphasis on strengthened our objective
214 215
In Asia, a highlight has been hard work, with the Puskas

both the increased support Academy Foundation, beginning
offered in the Philippines, after in autumn with the tribute to the
being again struck by natural late Real Madrid legend Ferenc
disasters, as well as the major Puskas and culminating this
agreement signed with the spring with the celebration of the
Ministry of Education of the Alma Cup.
People’s Republic of China, in
conjunction with the company The social sports school
Soxna to introduce football in Poland has given us the
as a sport subject in schools, opportunity to work with
which has already started its unemployed adults through a
first phase with meetings at the grant from the EU, as a means
highest level in Beijing. of financing a joint project
with the Foundation for the
Neither can we overlook the Development of Education and
magnificent work carried out Sport (FREIS).
by our partners in India and our
thanks go to the Government We must also highlight the
of East Timor for its interest signing of the agreement with the
in adding two more schools in University of Rostov in Russia,
Dili. Follow-up visits to schools which begins with football and
in Indonesia took place, where basketball, areas that are also
we continue to work. taught at Villareal de Santo
Antonio (Portugal) and the social
Looking ahead to the new sports school in Poland.
season, an increase in the number
of schools in Asia is expected, At the same time, we highlight
beginning in Cambodia. the magnificent social work and
promoting of sport at the social
In Europe, we continue to grow sports schools in Funchal
and strengthen the Foundation (Portugal), Italy, Romania and
projects. It has been a year of Azerbaijan continues.
216 217
Communications On-line Media

Realmadrid.com counts with Twitter, Instagram, victory in the Copa del Rey and
The new Realmadrid.com web- Line, Ren Ren and Tencent and the road to winning our tenth
Publications site contains a page dedicated new channels in China, such as European Cup. Content is fun-
to the Foundation. It includes the Weibo (increase of 1.3 million damental and it has therefore
The Real Madrid Foundation Activities Report Blancos, a book on the lives most relevant acts and activities. since late 2013), being leaders been essential to provide our
is aware of the importance of The Report provides details of four Real Madrid legends: with our profiles on Youtube community with exclusive and
its message reaching all the and images of the activities Gento, Amancio, Butragueño eNewsletter and Instagram, with now more immediate content to generate
organizations and individuals and projects undertaken by and Ronaldo Nazario. On a monthly basis, the eNews- than 3.8 million followers in the such a link and therefore grow-
who support it and also to the the Foundation in Spain and letter provides information to latter. The Real Madrid com- th. During the final in Lisbon, in
entire society, which it achieves throughout the world, including members and Madridistas on munity on networks has deve- the search for links at key mo-
through several of its own a financial balance sheet and the most relevant Real Madrid loped to reach more than 141 ments, our social networking
communications channels: audit report. Foundation activities. million supporters in August presence that weekend increa-
2014, which represents growth sed by one million followers.
Magazine Publications Social Networks of over 100% with respect to
A quarterly publication with The Royal Box at the Social networks constitute a last season.
a circulation of 7,000 and Santiago Bernabéu hosted communications channel be-
distribution of 5,000, as of this the presentation of the tween Real Madrid and its su- The club’s profiles on social
year in English. The magazine book La Décima. Reyes de pporters worldwide. Last sea- networks is becoming a link
is sent to patrons, associate Europa 1956-2014, written by son, the club’s presence on source for Real Madrid su-
members, sponsors, former journalist Enrique Ortego and social networks continued to pporters, enhanced by the op-
players and beneficiaries of published by Everest. Also evolve in Facebook Google+ timization of the moments of
Real Madrid City. presented was Corazones and Youtube. It also has ac- greatest interest, such as the
218 219
Events
Luis de Carlos Forum Puskas Academy, were the - Sport and disability
Luis de Carlos Forum. The speakers at the forum that Paralympics Jon Santacana,
Forum is named after the highlighted his importance as a Ramon Bailon and Javier
former President of Real player and as a human being. Hernandez, along with Emilio
Madrid from 1978 to 1985 and Butragueño, Miguel Sagarra,
provides a tool for debate on - Football and the Seventh Art General Secretary of the
Real Madrid, football and sport Eduardo Torres Dulce, State Spanish Paralympic Committee;
in general, bringing us closer Attorney General and film Yolanda Erburu, Director of the
to our history and the impact of critic; Borja Manso, film Sanitas Foundation; Alvaro
our club. This year, it focused director; Ignacio Salazar - Alonso, President of the Madrid
“
on three issues. Simpson, producer, Carlos Down Syndrome Foundation;
Marañón, editor of the and Pablo Llanes, President of
- Ferenc Puskas magazine Cinemania; Joaquín Holystic Pro Africa, explained
As part of the tribute to Ferenc Andújar, cinema and television how sport promotes the
THE LUIS DE CARLOS FORUM
Puskas held at the beginning of scriptwriter; and actor development of the disabled.
HELPS TO CONVEY REAL MADRID’S the season, Gento, Amancio, Antonio Resines took part in a
HISTORY AND ITS WORLDWIDE Santamaria and Joszsef Toth, roundtable discussion on the
REPERCUSSION. in addition to Guorgy Szöllösi, relationship between football
the biographer of the Ferenc and cinema.
220 221
Corazón Classic Match 2014 will be 1,400 direct beneficiaries during 20 months Real Madrid Foundation Paddle Tennis
“Together for Children” and 73 weeks of activity for 6,500 social sports Tournament
The Real Madrid Foundation school education sessions. This season, the Paddle Tennis Tournament
organized an outreach football staged a tour, organized by the company
match between Real Madrid Outreach Golf Tournament Fondos, Inversiones y Finanzas (FIF) to help Real
Legends and Inter Forever This year, we again held the Real Madrid Madrid Foundation inclusive school projects.
players. The players included Foundation Outreach Golf Tournament, on Other events and activities included the updating
Zidane, Butragueño, Hierro, this occasion with Halconviajes.com as the of the Bernabéu Tour content, with a new area
Figo, Guti, Morientes, Santillana, major sponsor and Golfconfidencial.com as the devoted to the Real Madrid Foundation.
Javier Zanetti and Zamorano. organizer. In addition, there was also a Golf Tour
The funds went to educational from April to June 2014. The money raised from
and sports programs at shelters the tournament and tour will be used for the Real
and juvenile detention centres for Madrid Foundation shelter home schools.
minors living under government
care, in different regions of Spain.
Thanks to the funds raised, there
222 223
Historic Heritage Centre:

more than 230,000
objects catalogued
One of the functions of the Real Madrid Foundation is managing the club’s
Historic Heritage Centre. Located at Real Madrid City, the Centre receives, sorts,
records, catalogues and digitalises all the objects and documents relating to the
administration and sports management of the club itself, as well as those donated
or granted by Real Madrid supporters who generously contribute to promoting the
history of our club.
Today, more than 230,000 objects have been catalogued. They feature player
records and contracts, trophies, gifts, banners, t-shirts, match posters, images,
audio tapes, videos...
Presence in the new Bernabéu Tour Media

A part of the material has been used to expand The images are used to illustrate the club media:
and renovate the content of the Bernabéu Tour. Realmadrid.com, Realmadrid TV, social networks,
More than 200 unique and iconic objects of the publications and official Real Madrid books.
history of Real Madrid have been exhibited,
featuring: an Alfredo Di Stéfano collection, shirts, Luis de Carlos Forum ‘Football and Cinema’
boots, individual trophies, basketball trophies, In February, the Luis de Carlos Forum called
documents and unpublished European Cup Football and the Seventh Art included a thematic
material, as well as more than 5,000 images and exhibition of the contents of the Real Madrid
videos. The new museum contains a new area Historic Heritage Centre.
dedicated exclusively to the ongoing work carried
out by the Foundation.
224 225
Visitors were able to see football Tribute to Puskas Bernabéu Tour, which lasted Visit by Finnish Archivists
movie posters, player shirts and In October, Real Madrid until late November. On 30 October of last year, 30 people from
boots, images of players as supporters paid tribute to different archivist societies in Finland, led by
actors, DVDs of movies related Puskas, the highest scorer in The Ferenc Puskas Academy Kenth Sjöblom, President of the Finnish National
to football, documents and an the twentieth century. At the moved the Puskas sports Society of Archivists, came to Spain to conduct
antique projector. request of the Ferenc Puskas heritage from Hungary to a study on Spanish archives and visited the Real
Academy Foundation, the Real the Real Madrid Historic Madrid Historic Heritage Centre.
Also present was the newly Madrid Foundation organized a Heritage Centre. The collection
won Basketball Copa del Rey tribute to the legendary player. features shirts, boots, trophies,
and the trophy for the Best Members of the Hungarian medallions and personal items.
Club in the 20th Century for Government travelled to
those present to photograph. Madrid with his wife to place
a bust of Puskas at Real
Madrid City and inaugurate the
thematic exhibition within the
226 227
Real Madrid VIP Area Party La Décima. Reyes de Europa.

A few days after winning its 1956-2014 book.
Tenth European Cup, Real This book includes over one
Madrid held its VIP Area Party hundred illustrations provided
at the Santiago Bernabéu by the Historic Heritage Centre.
Stadium. This year, it was
obviously dedicated to the Real Madrid Travelling
European Cups. The Historic Exhibition in Almansa
Heritage Centre contributed On 2 June, coinciding with
with unpublished images and the anniversary of the death
unique objects that were the of Santiago Bernabéu, the
delight of the invited guests. Real Madrid Foundation
inaugurated its traveling
Decoration of Residences exhibition in Almansa, a
Both the first team and academy completely updated exhibition
residences have a historic with a panel dedicated to the
heritage area. The first team has Tenth European Cup.
a small museum in the common
areas, containing parts of the Agreement with the Queen
history of Real Madrid, such Sofia Foundation
as boots, shirts, match tickets, The Real Madrid Foundation
photographs and even a bust of and the Queen Sofia
Santiago Bernabéu. Foundation have entered
into an agreement for the
In addition, the academy Remember Edition campaign,
residence also has photos of a tribute to those suffering
historical Real Madrid moments. from Alzheimer’s disease.
Real Madrid contributed
Corazones Blancos book reproductions of two historical
Over 160 images from the posters to the project:
Historic Heritage Centre - Poster of the first match
illustrate the pages of the book. at the current Santiago
Bernabéu Stadium.
- Poster commemorating Real
Madrid’s Golden Jubilee.
228 229
Real Madrid
Real Madrid
Graduate School -
European University
The Real Madrid Graduate School - European University of Madrid is an More than 70 students from • The students from the • Sports Law-Current International
international project aimed at educating leaders to transcend the limits of sport. the Sports Management, on- Master in Talent Scouting and Taxation in Professional Sport:
The School is present in 13 countries (Spain, Brazil, Cyprus, Costa Rica, Ecuador, line and Alfredo Di Stéfano Development in Football visited International Taxation Speaker:
Mexico, Peru, Chile, Turkey, Germany, Morocco, Portugal and the United States) Master’s Degrees travelled to the academies of the two biggest Felix Plaza-Garrigues Sport and
offering 13 Master’s Degrees. Since the beginning of this exciting project, more New York. clubs in the Netherlands: Ajax Entertainment.
than 4,300 students have benefited from its academic services. Amsterdam and PSV Eindhoven.
It was there they met top They received first hand • Training and Sports Nutrition
executives from the professional knowledge of the organization and Supplementation-Nutrition
sports leagues of football, and strategies of two of the most Timing and Supplements for
Focused on the areas of Architecture and Infrastructure. Director of the School and Real basketball and hockey and prestigious football schools. Athletes, given by Professor
health, sport, management and A consolidated school Madrid Director of Institutional were able to make contact with Fernando Naclerio, Head
communications, 13 master’s This academic year, more Relations, Emilio Butragueño. a range of sports professionals Master Class Professor at the University
degrees are offered: Sport than 1,000 students have in the United States. Throughout the 13/14 of Greenwich, an expert in
Organization Management been trained, 259 in Spain, of • The academic training trips by academic year, more than 12 training and sports nutrition.
“Alfredo Di Stéfano”; which 50% came from over 25 students of the Master’s Degree in • Students from the Master’s Master’s Classes were given
different countries. Sport Organization Management Degree in Sports Management by professionals involved in
Communications and Sports “Alfredo Di Stéfano” to London and Entertainment travelled the Real Madrid Graduate
Journalism; Sports Management; Amongst the many activities and New York. to Miami (Florida), where they School - European University.
Sports Management (on-line); undertaken during the course, visited different ballparks and They included the following:
Training and Sports Nutrition; the following can be highlighted: In London, the students visited hockey stadiums. Several • Sports Marketing-Brand New
Physical Activity and Health; Wembley Stadium and the meetings were held, where they World, with the Real Madrid
Sports Physiotherapy; Football • Inauguration of the Real Madrid Wimbledon facilities, as well were briefed on the development Sales Manager, Begoña Sanz
Management; Sports Law; Sports Graduate School - European as the 2015 Rugby World Cup and implementation of social and the Director of the Sports
Marketing; Sport Management University at the Santiago Organisation Offices. They corporate responsibility in Marketing Master’s Degree
and Entertainment; Sports Bernabéu box with all the also visited the cricket ground America. Álvaro Fernández Luna.
students and the presence of the at Kia Oval.
232 233
Real Madrid Graduate
School - European
University
White Week Spartan Race In its sixth edition, the Real

Students enjoyed talks with This year, the School carried Madrid Chair awarded eight
renowned people from the out a pioneering activity that research grants amounting
club, such as first team coach has been in existence since to 47,600 Euros. Since its
Carlo Ancelotti, coach of the December 2013 with the inception, the contribution has
Real Madrid Basketball team, Alfredo Di Stéfano MBA: the been 297,600 Euros.
Pablo Laso and FIFA Secretary project Live Through Sports.
General, Jerome Valcke. The initiative consisted in 34 Special mention should go to
students from the Master’s José Manuel García-Margallo,
Another experience directly Degree in Sports Management Minister of Foreign Affairs and
related to the club are the and Entertainment and Cooperation as the sponsor of
practical sessions with the the faculty of professors the VIII promotion of students
Real Madrid physiotherapists preparing as a team to run in 2013-2014, at a graduation
and rehabilitation trainers at the Spartan Race, one of the ceremony held on 3 July at the
the Real Madrid City facilities. toughest obstacle courses Santiago Bernabéu stadium,
and endurance races in the which was attended by over
MBA in Sports Management world. The race was held in 1,000 people, including teachers,
The international spirit that is Rivas Vaciamadrid on 30 May students and their families.
one of the hallmarks of the and attracted more than 8,000
School highlights the MBA in participants. In this way, the In 2013-2014, each Master’s
Sports Management, taught Real Madrid University School Degree is assigned a Real
entirely in English. This year, the demonstrated its sports Madrid executive as co-
Master’s Degree had students management values. director. This has contributed to
of more than 26 nationalities. a greater binding link between
Real Madrid Chair the School and the club. More
As in previous years, our The Chair was created at the end than 80 employees took part in
students from the Schools in of 2007 and is directed by the Real Madrid Master’s Degree
Mexico, Ecuador, Costa Rica, Nobel Prize Winner for Literature, programs, by transmitting their
Portugal, Peru and Germany, Mario Vargas Llosa. It is aimed at experiences and knowledge
as well as our on-line students unifying education, research and to the students and to give
stayed at the School in Madrid, information projects to provide a them more information on the
where they had the opportunity global vision of sport. different levels of the club.
to meet professionals from
Real Madrid and top executives Through the Real Madrid Chair,
from other highly relevant the School assistance is aimed
companies in sport. at supporting and encouraging
scientific research and
generating further knowledge for
the integrated management of
leisure, health and sport.
234 235
Real Madrid
Veterans
Association of Former Real Madrid

Football Players
Real Madrid Basketball Players

Association
Veterans
Association of Former Real

Madrid Football Players
Real Madrid veterans transmit mention must go to the two

the values they showed as games against Juventus in Turin
players. This season, their and Inter Milan in last year’s
sporting achievements have Corazón Classic Match played
been extraordinary. They at the Santiago Bernabéu,
played 24 games, 14 football 11 culminating an intense season.
games, two football 7 and eight
Indoor football games, with a In addition, the Association
record of 17 wins, three draws participated in numerous
and two defeats. This season, institutional events and the
the veterans visited countries regular visits by Real Madrid
such as China, Oman and supporters’ clubs. It also worked
Morocco, where they received in community service activities
the warmth of the people and organized by the Foundation at
were able to witness the huge hospitals, prisons, etc.
following our veterans have
all over the world. A special
238 239
Veterans
Real Madrid Basketball The 2013-14 season was a

truly international one for
the Real Madrid Basketball
During Easter 2014, the
veterans travelled to Toulouse
and Dax (France) to face Pau
In the summer of 2013, the VII
Basketball Campus took place
at the San Javier Sports Centre
Players Association Players Association.

It began with the Association’s
Orthez in two games that
were a reminder of the classic
facilities, under the direction
of Joe Arlauckas for 52 girls
participation in a major event: continental rivalry in the 80’s. and boys aged from 8 to 16.
the ‘Kobe Bryant Health & At the end of May, they visited This edition, the Campus was
Fitness Weekend’. The event China for the celebration of attended by former players,
took place in September in the 2014 SpainWeek. Legends Rafael Rullán, José Manuel
“
Dubai (United Arab Emirates), such as Romay, Llorente, Beirán and Dario Quesada.
where the team shared the Arlauckas, Beirán and Angulo,
court with NBA star Kobe amongst others, participated
Bryant, who did not think twice in several activities and
THE VETERANS OF FOOTBALL AND BASKETBALL about being photographed promotional events, arousing a
TRANSMIT THEIR VALUES AS PLAYERS. in the Real Madrid shirt he great deal of interest amongst
received as a gift. Chinese fans.
240 241
Real Madrid
Group Management
Report
For the year ended June 30, 2014.
The management report for Real Madrid Club

de Fútbol and Subsidiary, including an analysis
of its earnings performance in 2013 -2014, is
presented below.
Operating income Breakdown of operating income
(before disposal of non-current assets) (before disposal of non-current assets)
2013/2014 operating income reached €550 Member contributions, from both member fees The Club has attained a balanced income The diversification of recurring revenue sources
million, representing a growth of €29 million as well as season passes, represented 9.1% of structure, with its three main revenue drivers confers financial stability to the Club, cushioning
(5.5%) with respect to the year before, thereby total income. (stadium, broadcasting, and marketing) each the impact of potential fluctuations in revenue
consolidating for the third consecutive year contributing around one-third of the total. as a result of varying performance on the field
operating income well over the €500 million Over the 1999-2014 period, income has and the broader economic backdrop.
mark, which no other sporting entity in the averaged on anual growth of 12%. The Club is reducing the relative weight of TV
world has attained. income while other income is increasing.
Future projections are based on strengthening
2013-2014
This income comes from the Club’s business the brand by investing in and commercializing
lines: the stadium, international competitions great players, and developing business lines
and friendly matches, broadcasting, and while expanding internationally; these are the 1999-2000
marketing. The income from player transfers Club’s main competitive advantages which
Ingresos
is not de this
included; explotacion pagina
is reflected in the8 income position it as one of the world’s top football
statement under “Gains (losses) on disposals clubs. Million Million
and other gains and losses.”
The business lines that mostly contributed to

Composición de ingresos de explotación pagina 9 Marketing
income growth in 2013/2014, were friendly Marketing Broadcasting
matches, and international competitions. Broadcasting Members and Stadium
Members and Stadium Int. & Friendly matches
Gastos de personal sobre ingresos de explotación pagina 9
600
MILLION €
Wages to turnover ratio
550
550 This is the ratio of the Club’s total personnel Income growth was accompanied by a
514 521
expenses to operating income (before disposal concerted effort to contain costs and improve
500 480 of non-current assets). efficiency, reflected in a stable ratio of 49% in
442 2013/2014; the Club’s sporting achievements
450
rowth
ly g 407 This is an internationally-used parameter to represented a significant expense due to
year
e measure a football club’s operating efficiency, premiums paid to the players.
400
erag 366
Av 351
12
% necessary to determine its future viability. The
350
lower the ratio, the more efficiently the Club is Real Madrid’s ratio is well under the 50%
292 performing. standard considered the excellence threshold,
300 276
and substantially below 70%, which is the
250 236 maximum level recommended by the European
193 Club Association (ECA).
200
152
150 138
118 100%
90%
90% 86%
100 80% Maximum level recommended by
72% the European Club Association
70%
50 60% 52% 52% 48% 49%
50% 47% 46% 46% 43% 45% 46% 47%
0 40%
1999/00 2000/01 2001/02 2002/03 2003/04 2004/05 2005/06 2006/07 2007/08 2008/09 2009/10 2010/11 2011/12 2012/13 2013/14
30%
20%
Marketing Int. & Friendly matches
10%
Broadcasting Members and Stadium
0%
2000/01 2001/02 2002/03 2003/04 2004/05 2005/06 2006/07 2007/08 2008/09 2009/10 2010/11 2011/12 2012/13 2013/14
244 245
Operating profit before depreciation and amortization and Income statement
disposal of non-current assets
(EBITDA before disposal of non-current assets)
In 2013/2014, operating income at €550 After deducting amortization/depreciation
EBITDA (before disposal of non-current assets) and by the negative economic impact during million, or €+29 million euros (5.5%) year-on- and finance expenses, which experienced
is the Club’s operating surplus after deducting the year from sporting achievements during the year. Operating profit before amortization, increases in expenses of €12 and €1 million
personnel and other operating expenses from year, which are handsomely compensated in depreciation and net gains on disposals was respectively, which arose from acquisitions of
recurring revenue. This is the Club’s source of the medium-long term by earning income from €125 million, down €-7 million due to the sporting personnel during the year.
recurring revenue, which enables it to invest in the bolstering the Club’s image and brand thanks to abovementioned reasons. EBITDA climbed to
players and facilities set out in its business plan, its winning titles and championships. €164.5 million, including the results from player This represented €48 million in pre-tax profit,
as well as to meet its financial commitments. transfers and other gains from assets, which €+0.5 million higher than the previous year. The
The reported EBITDA figure (€125 million, before were over €14 million up on last year. Income robust profit obtained in such a challenging
As reported in the reconciliation of this year’s net gains on disposals) represents a margin of from player transfers during 2013/2014 were economic climate, is a clear indication of the
income statement to the budget, included in 23% on the €550 million of operating income, €+32 million higher than the previous year, Club’s profitability and economic potential.
the notes to the 2013/14 Consolidated Financial i.e., for every €100 of income, the Club generates which was partially compensated by a higher
Statements, EBITDA before “Gains (losses) on a surplus of €23 after covering its expenses. cost of impairment of the value of property,
disposals and other gains and losses” amounted plant, and equipment totaling €-10 million,
to €125 million, which was €7 million less than Looking back in time, EBITDA (before disposal which were mainly due to adjustments in the
the year before. To put this trend into perspective of non-current assets) has trended consistently value of real estate.
in comparison to 2012/2013, EBITDA for higher, beyond the occasional impact of of
2013/2014 would have been €14 million over the the economy and sporting achievements,
year before, thanks to increased income. This highlighting the priority focus of the Club’s
Million €
increase in EBITDA was partly absorbed by €7 financial management on raising profitability by
2012/2013 2013/2014
million increase in risk and contingency coverage, combining topline growth with cost control.
OPERATING INCOME 521 550
Resultado de explotación .... pagina 10 Annual growth 1% 5,5%
OPERATING SURPLUS before net gains on disposals (EBITDA before net gains on disposals) 132 125
MILLION € % Income 25% 23%
160
148
EBITDA 150 164
140 134
132 125
PROFIT BEFORE TAXES 48 48
120 112
100 96
93
80
66
60 58
51 47
40
20
1
0
-20
-24
-40 -33
2000/01 2001/02 2002/03 2003/04 2004/05 2005/06 2006/07 2007/08 2008/09 2009/10 2010/11 2011/12 2012/13 2013/14
246 247
Tax balance sheet Investments
Inversiones
During 2013/14, the Real Madrid paid Therefore, the total direct contribution of Real In 2013/2014 the Club invested €206.6 million: spectators, as well as to equip the media
€113,212 thousand in state and local taxes, Madrid to the tax authorities and local entities such €15.4 million were spent on new installations and services facilities to further enhance the
MILLION € 314 stadium’s marketing potential, generating
and social security. as the social security was €167,027 thousand. (finalization of the first and youth team CIUDAD a
residences) and the improvement of existing very significant annual return. REAL MADRID
This amount represented 21% of the Club’s At June 30, 2014 Real Madrid is current with ones (mainly the Bernabéu Stadium); €191.2
operating income: of each €100 earned, €21 payment of all its tax obligations. million were spent on acquiring player rights. • €177 million have been 207 invested in the
are paid to taxed and social security quotas. building of the Real Madrid City training
A significant part of this player investment 173 complex (Ciudad Real Madrid), currently ESTADIO
161
Additionally as a result of its economic activity, was self-financed
159 using income from transfers considered the largest sports complex
Real Madrid paid the tax authorities €53,815 totaling €102 million. Thus, the128 net investment 142 ever
126built by a football club. Extending 120
118
thousand of VAT (the difference between VAT in sporting personnel (acquisitions-transfers) hectares, it is 10 times the size of theRECOMPRA
former
91 109 90
invoiced to customers and VAT paid by to was €89 million. 88 sports complex.
83 Due to its ideal location
DE DERECHOS
suppliers). in one of the fastest developing areas of
The performance of investments in 2000-2014 Madrid with excellent public transportation,
indicates that, apart from investing in players, the Real Madrid City complexJUGADORES is a
AMOUNTS PAID DURING THE YEAR ENDED JUNE 30, 2014 Thousand € the Club has also earmarked significant amounts strategic enclave for a first rate sports
......
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for building and upgrading its facilities:
2000 2001 2002 2003 2004 2005 2006 2007 2008 and 2010
2009 entertainment
2011 2012 center.
2013 2014From 2012 to
IRPF e IRNR (deductions from staff remuneration and image rights) 89,548 2014, installations were greatly improved,
CORPORATE TAX 13,359 • €216 million have been invested on the to include the construction of the first and
IBI and other local taxes 3,763
stadium to modernize the facilities and youth team residences, which had been a
SOCIAL SECURITY QUOTAS (company quota) 5,446
improve its quality and user-friendliness for goal for the Club for years.
SOCIAL SECURITY QUOTAS (staff quota) 1,096
TOTAL COST OF TAXES AND SOCIAL SECURITY PAID 113,212
% operating income 21%
VAT NET BALANCE PAID 53,815

MILLION €
360
REAL MADRID TOTAL CONTRIBUTION TO TAX REVENUES AND SOCIAL SECURITY 167,027 340
320
314
300
280
260
240
220 207
200
180 159 173 161
160 142
140 128 126
120 109 118
100 91 88 83 90
80
60
40
20
0
2000/01 2001/02 2002/03 2003/04 2004/05 2005/06 2006/07 2007/08 2008/09 2009/10 2010/11 2011/12 2012/13 2013/14
DEVESTMENTS: INCOME FROM PLAYER TRANSFERS MILLION €
67 11 6 40 24 43 36 33 56 102 20 14 41 102
Ciudad Real Madrid Repurchase of rigths

Stadium Players
248 249
Cash and cash equivalents
MILLION €
The Club ended the year with a cash balance of Along with the projected 2014/15 cash flow, this 400
€174 million, which is €18 million over last year. figure will permit the Club to meet its payment 350 MILLION € 327
commitments comfortably. 300
400
250
350 327 245
MILLION € 198
200
300 162 170
180 169 174 130 245
153 160 156
150
250 115 125
160
143 100 198 84 91
140 200 162 170 72
120 112 113 15050 115 130 125
103 98 98
100 85 93 100 0
-4 84 91
80
72
60
-50
50 -38
40 -100
0 -4
19 -94
20 10 -150
-50 -38
0
-141
-200
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06/30/00 06/30/01 06/30/02 06/30/03 06/30/04 06/30/05 06/30/06 06/30/07 06/30/08 06/30/09 06/30/10 06/30/11 06/30/12 06/30/13 06/30/14 -100
-94
-150
-141
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JUN-00 JUN-01 JUN-02 JUN-03 JUN-04 JUN-05 JUN-06 JUN-07 JUN-08 JUN-09 JUN-10 JUN-11 JUN-12 JUN-13 JUN-14
-200
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Net financial
JUN-00 debt: Bank debt
JUN-01 + accounts
JUN-02 JUN-03receivable
JUN-04from/payable
JUN-05 toJUN-06
asset acquisition/transfers
JUN-07 JUN-08 - cash and cash
JUN-09 equivalents.
JUN-10 JUN-11 JUN-12 JUN-13 JUN-14
A negative sign represents negative liquidity position. The balance of the payment in advance received in 11/12 is also included as debt.
Net financial debt

Net Financial Debt/EBITDA ratio
3,5
3,1
During the year, the Club’s net financial debt Relating this debt to the Club’s financial Net Financial Debt/EBITDA ratio
3,0
decreased €19 million (21%), totaling €72 wherewithal, as measured by ordinary cash
3,5
million at June 30, 2014. flow (EBITDA: €164.5 million), yields a debt/ 2,5 3,1
3,0
EBITDA ratio—a commonly-used solvency 2,0 1,7 1,7
2013/2014 is the fifth consecutive year that the indicator—at June 30, 2014, of 0.4. The 2,5
1,5 1,4 1,4
1,1
Club has managed to reduce the level of its reduction of debt, leveraged by the growth 2,0
1,0 1,7 1,7 0,8
0,6
debt with respect to the year before. of the EBITDA, is reflected in the notable 1,5 1,4 1,4 0,4
0,5 1,1
improvement of this ratio, which decreased 1,0 0 n/a n/a n/a n/a n/a n/a 0,8
0,6
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from 0.6% at the beginning of the year to 0.4% 0,5 0,4
by year end, constituting an excellent credit 0
n/a n/a n/a n/a n/a n/a
......
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ranking in the eyes of financial institutions.
EBITDA: Operating profit before depreciation and amortization Due to the application of the new Spanish GAAP,
impairment losses and gains (losses) on disposal of non-current assets are included at 2008/09.
250 251
Equity
MILLION €€
MILLION
400 370
400 370
Equity represents the Club´s basic capital, which became effective on July 1, 2013. 350
350 312
312
composed by the funds that together with The greater the amount of equity with regards 300
251 275
300
251 275
borrowings, included under net financial debt, to debt, the higher the Club’s value: it is more
250 220
250 196 220
200 176 196
finance the capital invested by the Club to carry solvent and financially autonomous, as invested 200
141 176
150
106 141
out its activities. capital is more financed by its own funds rather 150
74 80 86 106
100
100 62 68 74 80 86
than by external borrowings. Therefore, the 62 68
50 30
50 30
Equity is the accounting measure for the value debt/equity ratio is used as an indicator of 0
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0 JUN-00 JUN-01 JUN-02 JUN-03 JUN-04 JUN-05 JUN-06 JUN-07 JUN-08 JUN-09 JUN-10 JUN-11 JUN-12 JUN-13 JUN-14
of a company. In an entity such as Real Madrid, solvency and financial autonomy: the lower this
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in which there is no distribution of dividends, ratio, the better the Club’s solvency and greater
the annual variation of equity corresponds to its financial autonomy.
Net financial debt: Bank debt + accounts receivable from/payable to asset acquisition/transfers - cash
the profits obtained after taxes (and subsequent and cash equivalents. A negative sign represents negative liquidity position.
Debt/equity ratio
Debt/equity ratio The balance of the payment in advance received in 11/12 is also included as debt.
effects of balance sheet updates). This ratio has decreased in recent years: at
June 30, 2014 it was 0.2, while net financial 6,00
6,00 5,4
5,50 5,4
Due to profit earned, the Club has increased its debt represented 18% of the value of equity, 5,50
5,00
5,00
equity on a year-on-year basis, reaching €370.5 representing a solid solvency and financial 4,50
4,50
4,00
4,00
million at June 30, 2014, which is €+58.5 million autonomy situation. 3,50
3,50
3,2
3,2
3,00
more to the year before (€38.5 million related to 3,00
2,50
2,50 1,7
net profit for the year and €20 million to balance 2,00
2,00 1,7
1,50 1,1
sheet updates in accordance with Law 16/2012, 1,50
1,00 0,8 0,8 0,7 1,1 0,7
1,00 0,8 0,8 0,7 0,7 0,5 0,3
0,50 0,5 0,3 0,2
0,50
0
0,2
0
-0,50 -0,1
-0,50
-1,00 -0,5 -0,1
-1,00
-1,50
-0,5
-1,50 -1,4
-2,00
-2,00 -1,4 -1,9
-2,50
-2,50 -1,9
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252 253
Balance sheet
Thousand € Thousand € At June 30, 2014, assets/liabilities amounted to The following movements took place under
ASSETS 06/30/2014 06/30/2013 EQUITY AND LIABILITIES 06/30/2014 06/30/2013 €972 million, a €120 million increase on last year. “Liabilities”: Total bank borrowings (current
+ non-current) went down €-24 million, and
Non-current assets rose €92 million: The payments were made according to schedule.
Intangible sporting assets 316,116 267,135 Social fund and reserves 326,767 269,643
carrying value of players increased €49 million, Credit balances resulting from outstanding
Profit for the year attributed to the parent
Intangible non-sporting assets 4,806 4,925
company
38,473 36,847 as there was a higher investment with respect payments on investments increased €65 million
Tangible fixed assets 325,266 309,172 EQUITY 365,240 306,490 to transfers, with a €16 million increase in due to amounts pending payment related to
Investment property 12,406 18,348 Minority interests 237 300 the value of property, plant, and equipment, investments during the year in the sports teams
mainly due to the impact of balance updates. and installations. Salaries payable increased
Player transfer receivables 32,873 8,709 Grants, donations and bequests received 4,997 5,141
Real estate investment decreased €-6 million €31 million, mainly as a result of sporting
Deferred tax assets 14,255 4,883 EQUITY CAPITAL 370,474 311,931 due to property value adjustments. Receivable achievement bonuses wich are paid the next
Other financial assets 658 831 for player transfers increased €24 million, season. Trade payables decreased €-11 million.
NON-CURRENT ASSETS 706,380 614,003
due to amounts pending collection for over
Provisions 13,807 15,452
a year, arising from transfers during the year. At year end, equity amounted to €370.5 million,
Bank borrowings 75,018 89,118
Deferred tax assets rose €9 million due to €58.5 million higher than the prior year; this
Player transfer payables 84,221 34,692 deferred tax assets generated by changes in is due to the net profit earned during the year
Long term creditors from investments in
tax regulations as regards the tax deductibility (€38.5 million), and the effect of the revaluation
16,494 15,800
Stadium and Ciudad Real Madrid of depreciation charges. of balance sheet (€20 million).
Deferred tax liabilities 20,036 10,902
Accruals 31,923 36,550 Current assets rose €27 million: the amount
NON CURRENT LIABILITIES 241,499 202,514 of receivables for player transfers went up
€12 million due to amounts pending collection
Provisions 1,937 1,868
during a period of less than a year, related
Bank borrowings 16,214 26,408
to transfers during the year; trade and other
Inventories 2,402 2,040 Player transfer payables 66,760 45,682 receivables shrunk €-9 million despite increased
income, thanks to an improved collection
Short term creditors from investments in
Player transfer receivables 36,077 23,950 24,071 30,495
Stadium and Ciudad Real Madrid period. Current income tax assets increased
€6 million due to advance tax payments which
Trade receivables 43,772 52,656 Trade and other payables 77,126 88,114
were greater than the final payments due at
Current tax assets 6,761 949 Current tax liabilities 0 0 year end. Cash and cash equivalents increased
Cash and cash equivalents 173,892 155,570 Accrued wages and salaries 113,588 82,206 €18 million, reaching a total of €174 million.
Accruals 3,143 3,357 Accruals 60,758 63,307
CURRENT ASSETS 266,047 238,522 CURRENT LIABILITIES 360,454 338,080
TOTAL ASSETS 972,427 852,525 TOTAL EQUITY AND LIABILITIES 972,427 852,525
254 255
Real Madrid
Consolidated
Budget
2014-2015
Real Madrid Club de Fútbol and Subsidiary
2014/2015 Consolidated Budget
(Thousands of euros)
Thousands € Income totaling 577.7 million € and total expenses of 529.5

2013/2014 2014/2015 million € are budgeted for the 2014/2015 period; therefore,
budgeted pre-tax profits amount to 48.1 million €, which is in
Membership dues, ticketing and stadium revenue 140,086 142,141
line with the prior period.
Revenues from friendly matches and international competitions 72,203 53,052
Broadcasting 162,690 157,477
Marketing 174,631 180,597
The main differences with respect to the income statement are
as follow:
TOTAL OPERATING INCOME (BEFORE NET GAINS ON DISPOSALS) 549,610 533,267
Operating income (prior to selling of items of property, plant,
Goods for comsuption (20,149) (19,523) and equipment) totaled 533.3 million €, which is 16.3 million €
Player and staff personnel expenses (269,597) (263,078) down from the previous year. This is mainly due to non-recurring
Other operating expenses (126,014) (125,755) income during 2013/2014 arising from the Champions League
Losses on, impairment of and change in trade provisions (9,290) -
final and the the King’s Cup,
TOTAL OPERATING EXPENSES BEFORE DEPRECIATION AND AMORTIZATION (425,050) (408,356)

The trend of personnel expenses was in line with the contracts
and composition of team members. The cost of winning the
OPERATING PROFIT BEFORE DEPRECIATION, AMORTIZATION AND NET GAINS ON DISPOSALS 124,560 124,911
League Championship was included. Considering all the above,
Gains (losses) on disposals an other gains and losses 51,913 42,048 expenses declined 6.5 million € with respect to the prior season.
Impairment charges and losses (11,978) -
The remainder of operating expenses before depreciation and
IMPAIRMENT LOSSES AND GAINS (LOSSES) ON DISPOSAL OF NON-CURRENT ASSETS 39,935 42,048 amortization (cost of sales + transactions + provisions)
decreased 10.2 million € as a result of the activities, and lower
OPERATING PROFIT BEFORE DEPRECIATION AND AMORTIZATION (EBITDA) 164,495 166,959 costs of contingencies.
Depreciation and amortization (106,875) (112,169)

As a result of the trend of income and expenses, forecasted
operating profit before amortization, depreciation and net
OPERATING PROFIT (EBIT) 57,620 54,790
gains on disposals totaled 124.9 million €, quite similar to the
Finance income 2,347 2,377
previous year.
Financial expenses from implicit costs arising from delayed payment of player acquisition (7,370) (5,704)
Financial expenses from loan interest, guarantees, and other financial expenses (4,382) (3,317) Including gains on disposals of non-current assets totaling 42.0
million €, total EBITDA amounts to 167 million €, 2.5 million €
NET FINANCE COST (9,405) (6,644) over the previous year.
ORDINARY PROFIT 48,215 48,146 Operating profit amounting to 54.8 million € is budgeted, after
absorbing an amortization cost of 112.2 million € (5.3 million €
PROFIT BEFORE TAX 48,215 48,146
over the prior year, due to additions and disposals.).
TOTAL INCOME (OPERATING+FINANCE+GAINS ON DISPOSALS) 603,870 577,692
TOTAL EXPENSES (OPERATING+FINANCE+D&A+IMPAIRMENT+LOSSES ON DISPOSALS) (555,655) (529,546)
Net finance costs decreases 2.8 million € due to a reduction
PROFIT BEFORE TAX 48,215 48,146 in bank debt, less financial costs, and lower costs related to
player acquisition.
258 259
Real Madrid
Corporate Social
Responsibility
Report
Real Madrid C. F.
Corporate Social Responsibility

at Real Madrid
Fulfilment of commitments
in 2013/2014
2013/2014
Corporate Social Responsibility Report
Real Madrid Football Club
1. REAL MADRID C. F.
1.1 Institutional Profile
1.2 Sustainability at Real Madrid
1.3 Corporate Governance at Real Madrid
2. CORPORATE SOCIAL RESPONSIBILITY AT REAL MADRID
2.1 Interest Groups served by Real Madrid
2.2 Real Madrid’s commitment to its interest groups
3. FULFILMENT OF COMMITMENTS IN 2013/2014
3.1 Members
3.2 Players and Referees
3.3 Employees
3.4 Sports and public administrations
3.5 Other Clubs
3.6 Clients
3.7 Fans
3.8 Suppliers
3.9 Society
3.10 The Media
263
Real Madrid
Corporate Social
1. Real Madrid C. F.
1.1 Institutional profile its assets rigorously and transparently to the TRAINING Real Madrid constantly devotes development of the personality of those who
benefit of its members, and which acts in a great deal of effort to the discovery and practice it, but also as a social integration
Real Madrid Football Club is a Sporting Entity accordance with social responsibility and good instilling of new sporting values. This involves tool in benefit of those who are in any way
whose objective and purpose is, primarily corporate governance criteria. channelling the necessary attention and marginalised and to promote and disseminate
and principally, that of dedicating its activity resources into the youth teams of all its all the cultural aspects linked with sport.
and assets to the promotion of football in all 1.1.3 Values sporting disciplines and nurturing not only the
its different categories and age groups and, sporting development of its youth players, but The Real Madrid Foundation is only made
generally, the practice of all those sports WILL TO WIN Real Madrid’s main objective also their social, ethical and civic education. possible by the collaboration, in addition
specified by its governing bodies. Likewise, is to strive, to the best of its abilities, to win to Real Madrid C. F., of the different Public
as a complementary activity, it may promote all of the competitions it enters while showing SOCIAL RESPONSABILITY Administration Bodies and thanks to the
the development of the physical, moral its commitment, its belief in hard work and its Real Madrid is aware of the high social generous support which, in the form of
and intellectual culture of its affiliates by loyalty to its supporters at all times. repercussion of its activities and it is for this patronage and sponsorships, it receives from
facilitating the social relations and a spirit of reason that it dedicates all the resources within the relevant Spanish and foreign companies
unity among them. SPORTMANSHIP Real Madrid is a worthy and its power to complying with the very highest and, above all, thanks to the individual
fair opponent on the field of play, upon which standards of good corporate governance and contributions of thousands of Real Madrid
Real Madrid Football Club, which was founded it competes with goodwill and respect towards the promotion of the best sporting values, to supporters who choose this way to express
in March 1902 and whose first foundation all rival teams and their respective supporters. strengthening its relations with its members, and strengthen their association with the Club.
charter is dated 18 April of the same year, Away from the field of play it is Real Madrid’s former players, fan clubs and supporters, and
has full legal capacity in accordance with the overriding desire to maintain relations with all to the development and implementation of The Foundation implements its activities’
legislation currently in effect, and is registered other clubs based on fraternity and solidarity solidarity projects in favour of the needy both programmes within five major areas, namely
with the Spanish Football Federation, as well and to collaborate with them and with the within Spain and beyond its borders. the promotion of sport as a whole, the
as with those federations required for the Spanish and international sports authorities on development of values through sports
different sports in which the Club competes a permanently ongoing basis. ECONOMIC RESPONSIBILITY education, social projects, international
throughout any given season. Real Madrid is aware that it manages tangible cooperation and institutional activities, in
EXCELLENCE AND QUALITY Real Madrid and intangible assets of exceptional value addition to the documentation centre.
1.1.1 Mission aspires to have the best Spanish and foreign and importance, and it is for this reason that
players within its ranks, to imbue them with the it pledges to administer them responsibly, The Foundation is audited on an annual basis
To be an open and multicultural club that is values to which the Club aspires, and to repay efficiently and honestly in benefit of its members. and presents the results of the audit to its
both appreciated and respected throughout the support of its fans with a sporting project Board, to the Foundations Commission of
the world both for its sporting successes and based on quality, discipline and sacrifice 1.1.4 Real Madrid Foundation the Ministry for Education and Sport and,
for the values it disseminates which, based on for the common cause. With respect to the furthermore, they are published in both the
the search for excellence both on and off the management of its activities, the Club adheres The Real Madrid Foundation is the instrument Foundation’s Report and Magazine.
field of play, contribute towards fulfilling the to the principles of good governance and via which Real Madrid exercises its social
expectations of its members and followers. strives for excellence at all times. responsibility and implements its social and 1.1.5 Real Madrid Rights Management
educational activities. In order to enable it
1.1.2 Vision TEAM PHILOSOPHY All those who form to do so, every year Real Madrid makes a The Club is the dominant company of a
part of Real Madrid, be they sportspeople or donation to the Foundation. group that includes Real Madrid Gestión de
A leading football and basketball club which, other professionals, make a commitment to Derechos, S. L., as a dependent Company,
by way of its sporting triumphs, fulfils the working as part of a team and to give the best The Foundation’s primary purpose is to in which it maintains a direct holding of 80%.
hopes and expectations of all of its followers they have to offer for the good of the whole promote, both in Spain and abroad, basic Real Madrid Gestión de Derechos, S. L. was
here in Spain and abroad, which sustains its without putting their personal or professional sporting values and the practice of sport itself constituted in Madrid on 10 June, 2004, and
significant historical legacy, which manages aspirations first. to serve not only as an educational instrument commenced its operations on 1 July of the
capable of contributing towards the full same year. The holdings in this company,
264 265
Corporate Social
which has its registered offices in Madrid, are university school for transmitting the legacy of are represented in the way that the Club is implements the operating decisions in order to
currently as follows: Real Madrid Football Club a body of knowledge accumulated over its 110 administered. The accountability principle is meet the objectives established by the Board
(80%), Accionariado y Gestión, S. L. (12.5%) years of history to future generations of sports systematically applied in all the areas of the of Directors and supervises and heads up the
and Media Cam Producciones Audiovisuales, managers. Club in accordance with the standards of good administration and management of the Club
S. L. (7.5%). Notwithstanding the foregoing, governance. in the broadest sense of the word by taking
and as a result of the agreements reached 1.2 Sustainability at Real Madrid the ordinary decisions that do not require the
between the partners, the holdings of the Good corporate governance manifests itself in approval of the Board of Directors. Finally, the
external partners in this company shall be Founded in 1902, Real Madrid Football the administration of the Club by way of cross- correct implementation of all the processes is
terminated between October 2015 and March Club is an institution with over one hundred cutting policies and procedures that ensure the supervised by the Senior Internal Control and
2016, meaning that at the end of this period years of history. Its corporate purpose and control of key decisions such as appointments, Auditing Management Team. All these steps
Real Madrid’s holding in the company’s stock the unerring will of its membership endow it remunerations, purchases and investments. ensure that the correct decisions are taken,
capital will be 100%. with a permanent and perpetual character. that these concur with the strategy and do not
It is for this reason that sustainability with As far as all critical processes are concerned, exceed the approved budget.
Its corporate purpose is that of administrating respect to all of its decision-taking processes the procedures to be followed have been
the assets and rights owned and held by the is considered with a view to the long-term defined in such a way that their implementation Mandatory and auditable procedures exist with
Club’s members and of negotiating the joint future. This sustainability manifests itself is fully verifiable, traceable and auditable. The the same objective as regards the approval of
operation of a part of the merchandising, Club in the strict compliance with the principles application of good corporate governance invoices received, the settlement of expenses
and player image, online and distribution rights. of good governance, in a responsible principles ensures that key decisions are and attentions to protocol so as to prevent
economic management process that enables endorsed and are firstly subjected to the abuses from occurring in sensitive areas.
1.1.6 Real Madrid University School- the indefinite continuity of its activities, in scrutiny of the director of the corresponding
European University minimising the environmental impact thereof area, secondly to the validation of the This exhaustive operational control is not
and in maximising the contribution made by operational management structure that limited to expenditure. The progressing of the
Following a period of in-depth in-house the Club to society in economic terms and as acts across the entire organisation (Human collection of invoices issued is also systemised
reflection regarding the way in which the regards employment, sports development and Resources, Legal Services, Procurement, in order to keep arrears and non-payments
world of sports was developing, the Club community activities. Expenditure Control, etc.), and thirdly to the under strict control in all of the Club’s revenue
decided to offer its experience and knowledge approval of committees formed by senior areas, with this being initially supervised
to the higher education sector, and with 1.3 Corporate Governance at Real Madrid Club executives and members of the Board of by administration and, ultimately, by the
this purpose in mind in 2005 Real Madrid Directors. A Procurement Committee and an Economic Committee.
Football Club reached an agreement with the 1.3.1 Corporate Structure Economic Committee have been created and
European University of Madrid to set up the these meet periodically and take decisions 1.3.3 Members’ Rights
Real Madrid University School. The School Real Madrid Football Club is a non-profit regarding the purchases of goods and
offers, both here in Spain and overseas, a making private sports entity formed by its services, investments, remaining within budget, All Members have the right to enjoy the
higher education course designed to provide members in order to promote and practice the and risk minimisation actions. Decisions Club’s activities in accordance with the rules
students with specialist sports management sports established in its Articles of Association. regarding the recruitment or promotion of established for doing so, and to choose not
training of the highest quality, not only with staff and appointments, staff redundancies only the bodies that represent and govern the
respect to sporting facilities and equipment, 1.3.2 Administration of the Club and remunerations are taken by the Executive Club, but also the most senior bodies which
but also to the training and practice of the Committee, which is made up of the Club’s monitor and control the corporate governance
sport or the conversion thereof into a spectator The management and representation of the senior executives and of members of the of Real Madrid in a democratic manner.
event, and including every aspect related with entity corresponds to the General Shareholders’ Board of Directors. Likewise, the Executive
communication, health and leisure, and all with Meeting, the President and the Board of Committee receives periodic reports from the
official university qualifications. This makes Directors. These three bodies are democratically Procurement Committee and the Economic
Real Madrid the first club of its kind anywhere elected by the members, whose wishes Committee, draws up the action plans and
in the world to be involved in the creation of a
266 267
Corporate Social
1.3.4 General Shareholders’ Meeting responsible for the administration, governance, and its members can put themselves forward of good governance to which the Club
management and representation of the for re-election, either as a single unit or unreservedly adheres. The control, the degree
The General Shareholders’ Meeting is the most Club. The Board of Directors oversees the separately as parts of other candidacies. of consultation with respect to decision taking
senior of the Club’s governance bodies, and its actions of the Club’s executive managers and the policy of accountability are rigorously
duties include the approval and ratification or and in turn reports its findings to the General The Board of Directors is endowed with the applied to prevent the taking of arbitrary
the censure of the President and of the Board Shareholders’ Meeting, thereby ensuring the widest range of powers with which to govern, decisions and ensure that nobody can take
of Directors. principles of good corporate governance are administrate and represent the entity as the decisions that compromise the good name and
applied to the management of Real Madrid at maximum body for expressing the will of its administration of the Club.
The General Shareholders’ Meeting consists all times. members, with the only limit upon these being
of all the members who are eligible to vote in those matters that can only be decided upon In the 2013-2014 season, there was substantial
accordance with the system of democratic The President and the Board of Directors by the General Shareholders’ Meeting. progress in this regard, with the entering
representation established in the Club’s are democratically voted in as a result of the into force of the Real Madrid Organisation
articles of association. corresponding elections for which those 1.3.6 Control Systems and Management Model. This document
members who are in compliance with that represents the current state of the art in
The General Shareholders’ Meeting examines established in the articles of association put Real Madrid is a transparent institution that is organisation liability risk prevention. The
and, where appropriate, approves the themselves forward as candidates. committed to the principles of good corporate Organisation and Management Model details
Management Report, Balance Sheet and Profit governance and, above all, with the principle the existing control procedures at the Club,
and Loss Account of each financial year, as Elections to choose a new President and of accountability being systematically applied the delegation of authority, penalty system
well as the following year’s budget. Board of Directors are called under the at all levels of Club management. The control and the surveillance bodies. The entire
following circumstances: activity is the result of the workings of the Club organisation is therefore informed of the Club’s
The General Shareholders’ Meeting is the coming under constant scrutiny by its internal decision-making process, the attributions
utmost institutional instrument through which a. Due to the term of office of the former executive bodies, by all of its members, by the and responsibilities according to internal
the principle of accountability that guarantees President and Board of Directors having expired. authorities, and even by public opinion via the approval procedures, the way in which the
good governance with respect to how Real communication media. The internal executive correct application of such procedures is to
Madrid is managed is systematically applied. b. Upon the decision of the President or of the body is the Senior Internal Control and Audit be checked and controlled and, finally, the
Board of Directors. Management Team which, reporting directly to penalty system that will apply in cases of
Other exclusive competences of the General the President of the Club, defines and audits irregular acts that breach the rules established
Shareholders’ Meeting include the amendment c. When so agreed by the General the control procedures and systems necessary by the Club. All of this, in conjunction
of articles of association, taking the most Shareholders’ Meeting due to the resignation for ensuring a maximum degree of institutional with the Code of Ethics and reporting
important economic decisions, passing a or disqualification of the Board of Directors, rigor. The membership exercises control via procedure established therein constitute a
motion of no confidence in the President or or whenever the number of Board members the Delegate Members’ Meeting and the Board comprehensive system of preventing the
in the Board of Directors, and the calling of a falls below a total of five due to resignations, of Directors. The sports authorities (national criminal liability of Real Madrid as a legal entity.
referendum among the members in order to abandonments, deaths or physical disabilities. and international federations, national leagues
decide upon matters of extreme importance. All and the (Spanish) National Sports Council) The Organisation and Management Model
the foregoing endows the General Shareholders’ d. Due to a vote of no confidence approved in also permanently supervise the Club’s provides details on the existing control systems
Meeting with an extremely wide range of accordance with that stipulated in the articles activities, which are also under the constant at the Club, defining the functions of the bodies
powers, all of which go towards guaranteeing of association - bodies, and with the control scrutiny of the different communication media, involved in control: the General Assembly of
the sound corporate governance of the Club. procedures implemented by the General further proof of the Club’s transparency with Delegate Members, the Board of Directors,
Shareholders’ Meeting to ensure the good respect to the management of all its activities. Corporate Disciplinary Committee, Ethics
1.3.5 Election of the President and Board governance practices of the Club. Committee, Executive Committee, Economic
of Directors As a whole, the control systems implemented Committee Procurement Committee and the
The Board of Directors remains in office for a by Real Madrid ensure that the way in which it Management of Internal Control and Auditing.
The Board of Directors is the body directly period of four years as of its announcement, is run is permanently adapted to the principle
268 269
Corporate Social
2. Corporate Social responsibility

at Real Madrid
2.1 Interest groups served by Real we compete with are another of our priority 2.1.9 Society commits to maintaining healthy finances
Madrid interest groups with whom we aim to establish with ongoing supervision in a transparent
and fulfil firm commitments. We also feel a great responsibility that we process of auditory systems and controls
2.1.1 Members look to articulate in the form of commitments under the general principle of continuous and
2.1.6 Clients made with society at large. Real Madrid is systematic accountability.
Members of Real Madrid Football Club are the institution it is because of the community
individuals who, upon meeting the regulations Our activity requires economic income that it belongs to, which offers it considerable 2.2.2 Athletes
approved by the General Assembly, join the originates from our clients. Our clients are both support. In response, Real Madrid commits
entity and are bestowed with the rights and companies and individuals. These companies itself to helping the needy and assisting Real Madrid promises athletes and referees
obligations contained in the statutes. The include television channels, sponsors, community projects in which its values and that it will embrace the sporting values of
members are the owners of the Club and, as licensees, and lessors that rent out boxes and sporting experience may be useful. fair play, respect and competition. The Club
such, its most important interest group. facilities for all kinds of events. The Club’s maintains the ongoing commitment with its
individual clients are those that purchase a Real Madrid is also committed to training players of all levels to develop the academy,
2.1.2 Players and referees ticket for any of the sporting events that we new generations of sports managers that will foster athletes’ physical well-being,
organise, a ticket to visit our facilities and contribute to improving their communities’ adhere strictly to their contracts, maintain
Real Madrid’s corporate purpose is to promote exhibitions or buy the products with our brand. health, recreation and economies. competitiveness in order to aspire to the
sport. Therefore, all the players and referees highest sporting achievements, offer the
are a group of great importance to the Club. 2.1.7 Fans Our focus on the present and the future leads athletes good facilities, excellent coaching
us to work with youngsters and commit professionals and visibility through media
2.1.3 Employees The fans are those that support our teams ourselves to their future. We are therefore presence. These commitments extend
in the various competitions in which we careful that our impact on the environment to those who have left professional
In order to carry out its various activities, Real participate. Real Madrid is a club that is does not compromise its enjoyment by future competitive sport at the Club and belong to
Madrid not only depends on its athletes, but open to everyone. Among fans, supporters generations. its Veterans Association.
also the other employees that offer the entity Club members and those that maintain a
their professional services. direct relationship with the Club through the 2.1.10 The media 2.2.3 Employees
Madridistas loyalty programme are groups of
2.1.4 Sporting and public administrations particular interest to Real Madrid. The Club is aware of the interest it attracts from Real Madrid aspires to be an excellent place
society and public opinion and, therefore, of to work, offering its workers permanent paid
Our sporting activity entails a continuous 2.1.8 Suppliers the essential role fulfilled by the media. It is employment at market conditions, adherence
relationship with sporting administrations: committed to them as a relevant interest group. to the strictest principles of equality and
national and international federations, the Suppliers are also a group of strategic interest the promotion of diversity, opportunities to
professional leagues in which we participate in our value chain, as essential partners in 2.2 Real Madrid’s commitments to its reconcile their professional and personal lives,
and the National Sports Council. Our economic order to offer goods and services that comply interest groups training opportunities and emphasis on work
activity also entails a continuous relationship with set parameters, assisting in achieving the health and safety.
with Public Administrations, both state (Inland Club’s general objectives. 2.2.1 Members
Revenue, Social Security), regional (Region of 2.2.4 Sporting and Public Administrations
Madrid) and municipal (Madrid City Council). Purchase management and service contracting Real Madrid promises its members that it will
are regulated by internal rules and procedures maintain and foster the Club’s values, fulfil Real Madrid promises sporting administrations
2.1.5 Other Clubs in order to achieve the best possible supply the strictest standards of good corporate that it will adhere strictly to the principles of
option, optimising the investment made. governance, favour members’ participation fair play, institutional cooperation, respect
Real Madrid’s sporting activity inevitably through the means established in the for authority and participation in all sports
entails participation in local, national and statutes and, above all, strive constantly organisation authorities. With regards to public
international competitions. The other clubs for sporting achievements. The Club administrations, Real Madrid’s commitment
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is to fulfil its fiscal, social and environmental 2.2.8 Suppliers 2.2.10 The Media
obligations, working closely with authorities
on community projects and especially with The policy overseeing supplier selection Real Madrid responsible undertakes a
respect to order and security at the sporting and the assigning of orders and contracts is relationship of collaboration based on the
events we organise. based on the principles of professional ethics, professionalism and reporting transparency
advertising and competition and is carried out with the Media, notwithstanding its compliance
2.2.5 Other Clubs in a transparent, fair and responsible manner with data and information protection regulations
under the supervision of the Procurement and the recognition of the important work
As a sports competitor, Real Madrid upholds Committee. Collaborative relationships are carried out by media organisations.
fair play, competitive spirit and respect in all established with suppliers, avoiding payment
its performances, and participates in common conditions that put their solvency at risk.
initiatives and projects for good causes. Communication channels are set up that favour
transparent commercial relations and the
2.2.6 Clients understanding of mutual needs.
Real Madrid promises its clients that it will Furthermore, purchasing from local suppliers is
maintain and promote high standards in quality encouraged as far as is possible, fostering the
and innovation, promote customer satisfaction creation of wealth in the surroundings.
and maintain professional management and
complaint processes. 2.2.9 Society
2.2.7 Aficionados Real Madrid effects its social commitment

through the activity undertaken by the Real
Real Madrid promises all sports fans that Madrid Foundation, especially in the creation
it will adhere to the principles of fair play, and management of integration academies
always endeavour to promote sporting and sporting academies, as well as its support
values, reporting transparency, respect and of charity initiatives, dedicated in particular
maximum safety at the events it organises. to children, active and veteran athletes, and
Real Madrid maintains a closer relationship disadvantaged groups.
with those fans signed up to the Madridista
programme, offering them first-hand The Real Madrid University School is another
information, advantages in purchasing vehicle of social action through its work
the Club’s products and services as well training future sports managers.
as various promotions with recreation
companies Real Madrid has agreements with. Real Madrid is also committed to
The Club also commits to maintaining a close environmental issues, endeavouring to
relationship with the Real Madrid supporters protect resources by recycling materials and
clubs set up around the world, in their shared waste, using energy efficiently and saving
objective of defending the Real Madrid water, as well as applying ecological and
colours and supporting the entity. sustainable principles to the care of lawns
and garden areas.
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3. Fulfilment of commitments
in 2013/2014
3.1 Members ·The Budget, Annual Report, Balance Sheet the administration, governance, management is underlined by the excellent economic
and Profit and Loss Accounts of Real and representation of the Club. The Board results achieved, the objective being to
The membership of Real Madrid is made up of Madrid Football Club, as well as the Annual of Directors held seven meetings during the maintain the financial balance and solvency
a total 91,730 members, of which 66,915 are Consolidated Accounts with companies 2013-2014 season. of the Club in the long term, in order to
adults, 19,522 junior members and 5,293 are in which the Club has a holding, all the address all the obligations deriving from
persons aged more than 65 or with more than above corresponding to the Financial Year The Executive Committee, comprising the development and achievement of its
50 years of membership. Of these members 2012/2013. the President, Members of the Board and sporting objectives, in all cases in strict
74,109 are men and 17,621 women. executives of the Club, draws up the action adherence to the applicable standards.
·Consolidated budget of Revenue and plans and executes operational decisions All the above is confirmed by the Annual
The number of football season ticket holders Expenses and the Activities Report for the with a view to achieving the objectives Accounts of the Club, which show
amounts to 63,807, all of them members, Year 2013/2014. mapped out by the Board. During the 2013- significant growth in turnover and clear
and there are 6,608 season ticket holders for 2014 season, the Executive Committee held improvements in efficiency, profitability
basketball, of which 3,326 are members, 1,710 • Taxable base of membership fees for the 7 meetings. The Executive Committee is and solvency.
holders of the Madrid Supporters Card or 2014/2015 season. assisted by an Economic Committee and a
Carnet Madridista and 1,572 are members of Procurement Committee, both made up of The Annual Accounts of the Club for the 2013-
the general public. At the Extraordinary Meeting, the Real Madrid members of the Board and executives of the 2014 season were audited externally by the
Football Club Balance Sheet updated to 1 July Club. The Economic Committee held five firm Ernst & Young and its report, without
The delegate members are those that make up 2013 was passed, which had been prepared meetings to monitor economic growth during reservations, is attached to the Economic
the General Assembly, which is the supreme by the Board of Directors on 4 September the year, introduce corrective measures and Report of the Club for the year. Once
governing body of the Club. This currently 2013, pursuant to the provisions of Act perform a quarterly review of partial closures approved by the Board, the Annual Accounts
comprises 2,063 members, among them the 16/2012 dated 27 December. of accounts and updating of the year on of the Club are subjected to scrutiny and final
Board of Directors, honorary members and the year forecasts regarding compliance with approval by the Delegate Members Meeting.
first hundred members of the Club. Presentation of Insignia the Club’s Annual Budget. The Procurement
On 30 November 2013, an event was held to Committee held five meetings to supervise Furthermore, the auditing function is
The Membership Disciplinary Commission is present insignia to all those celebrating 25, and, where appropriate, approve the strengthened within Real Madrid by the
elected by the General Assembly of Members, 50 and 60 years as Club members. A total acquisition of the goods and services Management of Control and Internal Auditing,
in response to proposals by the Board 1,817 insignias were presented, of which 224 required for the performance of the activities which reports directly to the President
and is in charge of studying and qualifying were of the gold and diamond, 272 gold and described in the Club’s Annual Budget. and the Board and is independent from
any acts committed by Club members or 1,321 silver. the other Club divisions. As a result of the
attitudes adopted by them that are reported All the different stages of the budgeting efforts of the division, a Procedures Manual
and referred to it for consideration. The The President of the Club, Mr. Florentino Pérez, cycle fulfil the strictest standards of good was established, with currently 52 internal
commission meets twice a week to study presided the event along with representatives corporate governance. The Annual Budget procedures that determine the operations
and decide on matters inherent to its of the Board, accompanied by the Club’s living is drawn up with the participation of all the of the Club in relation to its most important
functions. During the 2013- 2014 season, 186 legends, led by the Honorary Chairman, Mr. Club’s divisions, with strategic guidance from internal processes. Compliance with these
disciplinary proceedings were initiated. Alfredo Di Stefano. the Board, which subsequently approves the procedures is ensured by the supervision
final budget and submits it to the Delegate of the Management of Control and Internal
3.1.1. Institutional acts with Members 3.1.2. Activities relating to corporate Members Meeting for final approval at the Auditing, which every season draws up an
governance beginning of each season. Audit Plan contemplating the work to be
Ordinary and Extraordinary General Meetings performed during the season. Specifically,
of Delegate Members: Real Madrid is firmly committed to the The budgeting cycle was once again during the 2013-2014 season, the auditing
highest and most demanding standards of adhered to strictly during the 2013-2013 of several Club divisions was completed
Held on 22 September 2013 and included good corporate governance. The Board of season. The degree of compliance with the (New Media Business, Capacity and Ticket
approval of the following: Directors is the body directly responsible for budget has been highly satisfactory, as Offices, VIP Area and Sponsorship and
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Advertising) with 10 procedures of the of possible offences committed by its by members: queries, requests for tickets, Club and its members. This season, more than
Manual, meaning that in recent years, the members in the future. attendance to institutional events, tickets two million e-mails were sent with information of
auditing of all the Club’s internal procedures for basketball matches and for Real Madrid great use and interest to the members, making
has been completed and another auditing The MPD is in response to the requirements of Castilla team games, documentation for the communications more agile and efficient.
cycle initiated. In addition to the audits, the LOPD and includes a system for decision- General Meeting, office arrangements, etc.
the Management of Control and Internal making and the delegating of authority, SMS
Auditing carried out other tasks, such as under the principles of good governance, Real Madrid City Also last year, the Club intensified the
the developing and implementing of new control procedures, the penalty system and All Real Madrid members and fans can visit the sending of SMS to mobile telephones with
procedures, updating and improvement of surveillance bodies which, together with the Real Madrid City facilities, upon request. In the the latest news on the Club relating to ticket
the existing internal procedures, the study Code of Ethics and Reporting System set forth 2013-2014 season, it was host to more than sale dates, assignment of seats and other
of new information systems to facilitate therein, provide the Club with the necessary 2,000 people. relevant information. In total, more than
the management of different processes, as mechanisms to suitable prevent criminal liability. 780,000 SMS were sent to our members
well as special reports relating to internal Lost card window throughout the season.
organisation, the code of ethics, inventories 3.1.3. Members’ services and information This service is provided on match days, mainly
of sports apparel, representation and to assist members who have forgotten or lost Halamadrid Magazine
travel expenses, corporate responsibility, Member Service Office their season card or had it stolen. Once the The Halamadrid magazine is sent to members
occupational hazard prevention, etc. The Office provides an integrated customised member has been duly identified, the ticket and contains all the news on the Club.
attention service and has attended to more assigned to the season ticket is issued. During
During this season the LOPD (Data Protection than 15,000 visits and more than 18,000 the 2013/2014 season, the office dealt with 3.2 Sport
Constitutional Act) Compliance Office, set telephone calls; more than 13,500 requests for 5,640 incidents.
up in 2012/2013, continued monitoring, information and miscellaneous arrangements Football
following up, maintaining and upgrading the have been performed and resolved by e-mail. Member Direct Line: 902 21 2002 In the 2013-2014 season, the Football First
LOPD regulations. In addition, the Deloitte Likewise, more than 4,800 telephone calls This line is exclusively for members and its Team won its tenth European Cup in the final
company also successfully carried out the have been made to delegate members and use requires identification by means of a of the UEFA Champions League in Lisbon
two-year mandatory audit on the security others in relation to different events, such as membership number and PIN. 60,882 calls against Atletico Madrid. On its way to the final,
measures to be applied to databases the presentation of insignia, signings, etc. were handled. Real Madrid defeated Schalke 04, Borussia
containing personal data. Dortmund and Bayern Munich.
Member Online Service Office e-Newsletter exclusively for members
Special mention should be given to the This service allows questions to be asked and Weekly electronic magazine for Real Madrid Real Madrid also won the Copa del Rey,
preparation by the Club of an integrated operations to be carried out without the need members, offering the latest news on the Club, defeating FC Barcelona in the final and
prevention plan against crime, in line with to visit the offices of the Club, without any exclusive videos, ticket sales dates and the achieving the nineteenth trophy for the
the reform of the 2010 Criminal Code, restrictions with regard to timetables and with results of the weekend’s football and basketball Club’s collection. In the BBVA League, it
which has resulted in the publication of an complete security and confidentiality. matches, featuring the legendary players finished third.
Organisation and Management Model to who made our Club great. More than 60,000
Prevent Crime (MPD). The MPD consists During the 2013/2014 season, the online members currently receive the electronic Real Madrid Castilla was twentieth in the
in a compilation of the rules contained in office registered more than 330,000 visits newsletter by e-mail, making a total volume of Adelante the League and was unable to
the Corporate Bylaws, Procedures Manual, from members, who were able to make their approximately 1,823,153 e-mails sent. avoid relegation.
Code of Ethics, Internal Regulations and arrangements with the utmost convenience.
Manuals that are currently applicable at Since it was started in March 2011, the office Member Notifications Real Madrid C was ninth in Group II of the
the Club, but were dispersed amongst has registered more than 800,000 visits. As a supplement to the e-Newsletter, the 2nd Division B. The relegation of Real Madrid
different documents and now form part of Members Department also sends notifications Castilla also means that of Real Madrid C to
a sole document designed to prevent the The Exclusive Service Office for Delegate to the members by e-mail, the frequency of the Third Division, where it will play against
criminal liability of Real Madrid in the event Members deals with arrangements requested which depends on the information needs of the teams from the Community of Madrid.
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The Under-18 A team participated in the first There have also been cineanthropometric Basketball Real Madrid qualified for the Final Four in
edition of the UEFA Youth League, reaching controls in higher divisions, such as Real Real Madrid began the 2013-2014 season by Milan, together with CSKA Moscow, Maccabi
the Final Four in Nyon, to lose in the semi- Madrid Castilla, Real Madrid C and the playing a total of six pre-season friendlies and Tel Aviv and FC Barcelona. After beating the
finals to Benfica. In national competitions, the three Under-18 teams. With this information the 30th Edition of the Community of Madrid Catalan team in the semi-finals, Real Madrid
team won the Champions Cup after its top and daily monitoring of eating habits and Basketball Tournament, won by Estudiantes. lost the final in extra time against Maccabi.
position in Group V of the Division of Honour. certain ergogenic aids, the Club attempts to
In the Copa del Rey, it lost the final against provide its players with optimum conditions The Endesa Super Cup was first title of the After a season in which the team played
Sevilla on penalties. for performance. season at stake and the first won by our in the final of all four of its competitions,
team by defeating Bilbao Basket in the several members of the first team received
The Under-18 B and C teams won their Players from Real Madrid’s Youth Academy semi-finals and FC Barcelona in the final, in individual awards:
respective national competitions. There are 84 players that have been trained by which Sergio Rodriguez was chosen MVP of
the Real Madrid Academy, of which 45 play in the competition. - Sergio Rodriguez was chosen MVP of the
The Under-16 B and Under 12 A teams were the BBVA League for 15 clubs: Real Madrid 2013 Super Endesa Vitoria 2013.
also champions of their respective leagues. CF (9), Atletico de Madrid (4), Real Betis (3), The second title of the season came with
RCD Espanyol de Barcelona (2), Getafe CF (4), the Copa del Rey in Málaga. Real Madrid’s - Nikola Mirotic was MVP in the Copa del Rey.
The Under-16 B, Under-12 A were also Granada (2), Almeria (4) Málaga CF (1), Rayo first opponent was Herbalife Gran Canaria,
champions of their groups. The Under-10 Vallecano (7), Osasuna (2), Sevilla (1) Elche (3), CAI Zaragoza in the semi-finals and F. C. - The Euroleague chose Sergio Rodriguez
A, Under-10 B and Under-8 teams were Levante (1), Real Sociedad (1) and Valencia (1). Barcelona in the final. Nikola Mirotic was as MVP of the season who, along with
champions in their respective groups in chosen MVP of this year’s Copa del Rey. Rudy Fernandez, was a member of the
Football 7. The Under-8 team also won the Final In the Adelante League 39 players from Real competition’s all-star team.
Phase of the Madrid Under-8 Championship. Madrid’s Youth Academy play in 19 Clubs: In the Endesa League, Real Madrid ended the
Alcorcón (4), Eibar (1) Deportivo La Coruna regular season on top, with a record of 32 wins - Pablo Laso was named best coach of the
During the season, 71 players joined the Club, (2), Córdoba (2), Hércules (3), Girona (2) , and only two losses, setting a competition regular phase of the Endesa League by the
of which 16 were Under-10. Lugo (3), Tenerife (1), Recreativo de Huelva record since the current format was AEEB and Nikola Mirotic, Sergio Rodriguez
(2), Las Palmas (1), Numancia (2), Mirandés established. In addition, the team achieved and Rudy Fernandez were included in the all-
Under its policy of cooperation with other clubs, (1), Zaragoza (3), Jaén (3), Sabadell (1), another record in the competition with 28 star team of the competition.
Real Madrid has promoted the development Ponferradina (1) Majorca (1) Sporting (5) and straight wins in the ACB.
of the sport, with the number of cooperation Huesca (1). International Players
agreements signed now reaching 37. En cuartos de final de los playoffs por el título The basketball first team contributed five
In addition, outside Spain there are 60 players el Real Madrid venció al CAI Zaragoza, y en players to the senior teams participating in the
One of the highlights in the Club’s quest for that trained at the Club currently playing for semifinales al Unicaja, perdiendo la final ante 2014 World Cup in Spain: Ioannis Bourousis
improvement, progress and training was the foreign league teams. el F.C. Barcelona. for Greece and Sergio Rodríguez, Sergio Llull,
opening of the academy residence at Real Felipe Reyes and Rudy Fernandez for Spain.
Madrid City, where 50 players use the facilities Our outstanding contribution to national In the quarter-finals of the playoffs for the title, In addition, Real Madrid players Guillermo
every day. teams continues: Under-21 (5), Under-19 Real Madrid beat CAI Zaragoza and in the Hernan Gómez and Dani Diez were invited
(8), Under-17 (5) and Under-16 (10). We also semi-finals Unicaja, losing the final against F. as guest players in preparation for the 2014
Under the agreement between Real Madrid contribute players from our Academy to other C. Barcelona. In the Euroleague, Real Madrid World Cup.
and Sanitas, during the 2013-14 season, national teams like Peru, Dominican Republic, won all its games in the first phase, the first
besides the attention provided to our injured Belgium, Romania, etc. loss coming in the fourth round of the Top 16, This season, Real Madrid acquired the rights
players (first-aid, diagnosis, treatment, etc.), which ended a historic start to the season with to two players for the first team (Ioannis
a specific plan was developed for injury 31 consecutive wins (2 in the Super Cup, 16 in Bourousis and Salah Mejri), in addition to
prevention and dietary and nutritional control the Endesa League and 13 in the Euroleague). recovering player Dani Díez after being on loan
at the Real Madrid Academy. Having eliminated Olympiacos in the playoffs, to Lagun Aro GBC.
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In the Academy, rights were acquired for 20 at the beginning of the season. Under-16 B In the 2013-2014 season, the Real Madrid the area of good corporate governance, aimed
players, distributed as follows: 11 players in finished top of the “A2”, winning every game of Academy maintained the agreements signed at employees. As a result of new legislation
Under-14 B, 3 in Under-14 A, 2 in Under-16 B, the regular season, finishing 17th. In addition, in the 2010-11 season with C.B. Pozuelo, the introducing the criminal liability of legal
2 in Under 16 A, 1 in the Junior Division and 1 the won the IV Leukemia and Lymphoma results of which have been highly satisfactory entities for the irregularities committed by their
in EBA. Foundation basketball Tournament and the I to date. employees in performing their professional
Future Stars Tournament. duties, the Club has designed and put in place
The second basketball team that played in During the 2013-2014 season, the Club preventive action defined by experts, such as
the EBA League finished third in the Group The Under-14 team also won all its games awarded 16 scholarships to players from other best practice to prevent criminal liability in any
B regular season. The team qualified for the in the regular season, reaching first position communities and other countries. All of them possible situation. An analysis was therefore
playoffs for promotion to for promotion to LEB in the “A2” division and finishing the were provided boarding at SEK, one of the carried out on the potential risks to the Club
Plata, in which it finished runner-up. season ranked 17th. The team also won most prestigious education centres in Spain, in this regard, action plans being assigned
the IV Under-14 Getafe Beta Pre-season where the players lived and studied. to teams in order to maintain the highest
The Junior team were Champions of Madrid, Tournament, the I Alcobendas Kings standards of prevention. Similarly, following
Champions of Spain and Winner of the Tournament, the Fiestas de San Fernando The agreement between the Club and Sanitas recommendations by experts in the prevention
L’Hospitalet Junior Tournament. It was Tournament and the International Pre- developed satisfactorily. of such risks, the Club has designed and
also runner-up in the International Junior Under-14 Tournament in Tres Cantos. implemented the Real Madrid Model of
League Tournament of the Euroleague. The 3.3 Employees Organization and Management, a guide for
Junior team was won the Junior Pre-season As in 2012-2013, Real Madrid Junior, employees, as well as implementing control
Tournament in Villaviciosa. Under-16 A and Under-14 A teams were During the 2012/13 season, Real Madrid had mechanisms to prevent irregular activity.
regional champions in the same season. an average staff of 635 contributors to the
Under-16 “A” was champion of the social security system, of which 295 were Real Madrid has also continued to invest in the
Community of Madrid and runner-up in the Players from the Real athletes, 288 collective bargaining agreement ongoing training of its staff. This investment
Spanish Championship. The team also won Madrid Youth Academy employees and 53 permanent employees who has surpassed €165,000, divided into 107
the III Getafe Beta Pre-season Tournament, Special mention must go the Basketball First work on an intermittent basis. Of the Club’s training programs targeted at 308 attendees.
the VI Under-16 Villa de Laguna Basketball Team, in both training and matches, with employees, 1.46% have temporary contracts As a whole, this represents more than 10,500
Tournament, the Under-16 Armani Emporium players Alberto Martin (EBA League team), and 98.54% have permanent contracts of ongoing education hours in the season.
Tournament and the II Córdoba Mosque Johnatan Barreiro (Junior and EBA League) unlimited duration.
Tournament. The Under-16 A team was and Santiago Yusta (Junior and EBA League). In this regard, special mention should be
also runner-up in the 2014 U17 Szent István 37% of the Club’s CBA employees are female. made of the training programs on integrity,
Basketball Cup in Hungary. In addition, 20 players from the Real Madrid Of these, 40 hold positions of responsibility at good practice and the prevention of fraud in
Academy were called to play for their the Club. sports competition, given in partnership with
The Under-14 A team was champion of the national teams: the Professional Football League and the
Community of Madrid and finished in third The non-athlete staff members include Association of Spanish Footballers to spread
place in the Spanish Championship, winning Spain U20 (2), Sweden U20 (1), Romania U18 workers of 10 different nationalities, which the code conduct developed for sporting
the Minicopa del Rey in Málaga. It was also (1) Macedonia U18 (1) Spain U17 (2) Spain U16 gives an idea of the internationalization of bodies to all levels of the Club.
the winner of the I Javier González Barenys (2), Croatia U16 (1), Slovenia U16 (1) Spain the Club’s activities. During the season, 13
Memorial Tournament, the XXIV Under-14 U15 (2), Spain U14 (2) and Spain U13 (5). female and 4 male employees took maternity/ Occupational hazard prevention plans
Ciutat de L’Hospitalet Tournament, the II paternity leave. Also, 2 employees took leave have also been furthered. This season, they
Viladecans Tournament and the XV Olmedo The Club continues another season with its of absence to care for underage children and included employee medical examinations,
“Ciudad del Caballero” Under-14 Tournament. policy of commitment towards young talent 13 employees reduced their working hours as enhanced by new diagnostic techniques for
from the Community of Madrid, as their legal guardians of underage children. early detection of diseases, on a total of 200
The Under-16 B and Under-14 B teams training, adaptation and assimilation of the employees, as well as training courses in risk
reached their education objectives established Real Madrid values is easier. In the 2013/14 season, action has continued in prevention, fire extinguishing, first aid, the use
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of defibrillators and road safety. We also have ECA: The ECA is an organization that brings the exit of Bilbao Basket from the Endesa Furthermore, Real Madrid participated, as it
carried out a flu vaccine campaign, in which 51 together the main European clubs, and in League and the expiry of the ACB’s agreement does every year, with Asefa Estudiantes in the
employees were vaccinated. whose general assemblies Real Madrid is with TVE for the broadcasting of the Endesa CAM Basketball Tournament, winning it for the
represented by our President and other club League matches. twenty first time.
The Health and Safety Committee, senior executives. Amongst the committees
composed of Club worker and management that make up the organization, there is an EUROLIGA: The Club has played a very YOUTH ACADEMY
representatives, has continued its activities, Executive Committee in which the Club active role at all the meetings General The Mangers of Real Madrid’s Youth
making notable progress in the occupational is represented by its Vice-president, an Assemblies held. Academy are present in the Spanish and
hazard prevention plans for all areas. As part Institutional Relations Committee and a Madrid Basketball Federations and actively
of these prevention plans, the Club conducted Competitions Committee. In the second year of existence of the participated in the General Assembly of the
evacuation drills at the offices of the Santiago Euroleague, the clubs expressed their Spanish Basketball Federation (FEB) and at
Bernabéu Stadium and at the Private Players’ FIFA: Our Club is represented at the highest satisfaction with the system of competition several meetings with the Madrid Basketball
Residence at Real Madrid City, in order to test tier of football by our President on the Football passed in 2011/2012 that introduced a Top 16 Association during the course of the year,
the self-protection plans designed and identify Committee and by the Vice-president on the format with two groups of eight teams playing thus improving communications between
potential improvements in the protocols in FIFA Player’s Status Committee. 14 games instead of the previous six. Proof the Club and such federations, as well as
case of emergency. of the success is the attendance to Sports facilitating work.
RFEF: This season, the Club had a very active Palace and television ratings.
3.4 Sports and public administrations presence, most notably the President’s 3.5 Other Clubs
participation on the Board of Directors. Another highlight was the agreement
This season, Real Madrid has continued to with a new television operator for Real Real Madrid’s relations with other clubs
adhere to its policy of timely compliance FFM: This season, the Club had a very active Madrid in the competition. Canal Plus has is demonstrated by its participation in
with tax obligations and social security presence in the Madrid Football Federation. broadcast all the Real Madrid games in the tournaments and friendly games.
contributions and at all times has been Euroleague, resulting in further revenue and
up to date in its payments to the public LNFP: The Club is represented in this greater savings, in a successful operation Football
administrations. Likewise, it has continued its organization by our General Manager. for the Club. The different Club teams took part in a total of
institutional collaboration with the local and This season it has been very active in the 58 tournaments and 198 friendly matches.
autonomous community administrations. organization’s activities. Another highlight was the holding of the Final
Four in Madrid, a choice made possible by the The tournaments include the Otten Cup in
Football 3.4 Basketball Sport and Public close collaboration between the Club and the the Netherlands (Under-18 A), the Shipyard
Real Madrid has a presence in the most Administrations Community of Madrid. Tournament (Under-18 B), the Puskas Suzuki
important football organizations at both Cup, the Small World Cup (Under-18 C, the
national and international levels. We Real Madrid is present in the most important COMMUNITY OF MADRID Malbo Tournament (Under-16 A, Coca Cola
highlight the Club’s participation in the football organizations at both national and The Club continues to maintain excellent Cup Regional Phase (Under-16 B) and the
following organizations: international levels. relations with the Community of Madrid. Its Francisco de Goya Tournament (Under-14 A),
collaboration with this institution is more amongst others.
UEFA: This season, Real Madrid has been ACB: In 2013/14, the ACB held its General active than ever, as shown by how the
very active in the various committees Assemblies Delegate Committee meetings, in Regional Government reserved Sports Basketball
and bodies of the European organization, which Real Madrid actively participated. Palace for Real Madrid’s Endesa league and Real Madrid’s relations with other clubs
particularly in UEFA Events S. A., in which This year, vitally important issues were Euroleague games, as well as the above is demonstrated by its participation in
the President serves as a representative, as discussed, for both the competition as well as mentioned organisation of the Final Four of the tournaments and friendly games.
well as the Club Competition Committee, the ACB itself, as well as the appointment of Euroleague in 2015.
represented by the Vice-President. a new Executive Chairman of the Association,
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Corporate Social
In the pre-season, the first team played a total of pre-season tours, has more than 60 Real Madrid offers restaurant services at are underway to reinforce the VIP Area in
of six friendly matches, the first one against customers on five continents. the Stadium every day of the year through Mexico, Russia and China.
Cajasol in Córdoba. It then faced Valencia agreements with four top-class restaurant
Basket and Estudiantes in the Sportquarters The partnerships with national and international firms, which enables the Club to diversify the As a supplement to the activities with the
Tournament. In the third edition of the Costa sponsors are providing the Club with strategic cuisine and prices on offer. In addition, it has Club’s clients, RMTV is broadcast in more
del Sol Tournament, Real Madrid played partners that allow us to bring the Real Madrid opened the Real Madrid Café Dubai, the first than 50 countries, thanks to the collaboration
another two games and closed its pre-season brand to our fans around the world. under a licensing agreement between the Club with 10 leading global TV operators. In line
in Santiago de Compostela against Rio Natura and a middle east operator. with the aim of promoting contact with the
Monbus, in a match that served as a tribute to This international focus is reinforced by the Club’s supporters, both the content and the
the victims of the railway accident in Angrois. organization of a successful pre-season by The Real Madrid VIP Area has 4,696 seats services of the official Real Madrid application
the first team, with a total of 10 appearances distributed on all sides of the Bernabéu for mobile phones, which has more than 4.5
The Basketball Academy teams played several which, in addition to positively contributing to Stadium and 500 seats for basketball at the million downloads worldwide.
friendly games and took part in the most its preparation, enabled us to actively support Community of Madrid Sports Palace.
prestigious tournaments at a national and the international development project. The 3.7 Fans
international level, playing a total of 25. countries visited this year were England, The VIP Area at the Bernabéu Stadium are
France, Sweden, USA and Qatar. distributed amongst 245 boxes, with a Public Service Office / Services for fans
Highlights were the EBA team’s participation capacity 2,992 seats and 1,774 both indoor This new office, which was created to
in the Community of Madrid Tournament and The Events business unit contracted activities and outdoor individual chairs. In addition, the specifically serve our fans that do not belong
the Junior and Under-14 team’s victories in with 155 firms for non-match playing days, four restaurants at the Bernabéu Stadium to other Club groups in the Club, Members,
the L’Hospitalet Tournament and the Mini with events as diverse as product launches, (Gate 57, Asador de la Esquina, Real Café and Madridista Card Holders and members of
Copa respectively. business meetings, conferences, gala dinners, the Zen Market) are converted into hospitality supporter clubs, has managed a total of
amateur matches, etc. The services the Club areas during each match. more than 59,000 enquiries through different
3.6 Clients offers outside its standard activities on non- contact channels.
match days include visits to the Stadium, The 450 VIP Area season clients are
During the 2013-2014 season, Real Madrid called “the Bernabéu Tour”, which attracted companies from a wide range of sectors Through the hotline service 902321809, by
worked with more than 700 companies that almost 800,000 visitors in the 2013/2014 (multinationals, Ibex-35 firms, SMEs and both automatic and personalized operator
accounted for revenue of over €225 million for season, 140,000 of which chose to purchase private individuals, amongst others. service, a total of 41,931 calls were attended.
the Club. Such clients include both national additional products apart from the tour such Through its new email, atencionpublico@corp.
and international companies from a wide range as a Digital Photo as a souvenir of their visit Also during the 2013/14 season, more than realmadrid.com over 14,800 emails were
of market sectors and encompass sponsors, to our stadium. The quality of this service has 14,000 additional VIP seats were sold for answered this year.
licensees, manufacturers, retail chains, been very high. specific matches.
operators, tenants of VIP boxes, etc. Over 850 In addition, on first team, RM Castilla and
contracts have been entered into, of which With regard to the official store business, at The management model for the department Real Madrid C match days, an office for the
more than one third are new agreements. the end of the 2013/2014 season, through is based on a policy of price per seat and general public provides personalised service,
its Master Licensee, the Adidas Group, the zone. In addition, work has been carried out at which more than 2,300 inquiries from fans
The Consumer Product Licensing business unit, Club now has five official stores in Madrid: c/ to promote our VIP Products internationally were received.
managed either directly or through the Master Gran Via; c/ Carmen; C.C. Las Rozas Village and thus expand market share. To do
licensee, handled a portfolio of 127 contracts. Shopping Centre, Airport terminal 4 satellite so, this season the VIP Area has been Madridistas
and Airport Terminal 4. These outlets are in permanently present at IFEMA, taking Real Madrid has 197,000 active fans
The Area of Sponsorship and Advertising, addition to the one at the Santiago Bernabéu part in the most important national and registered in its Madridistas program. These
responsible for the marketing and stadium, which has an annual flow of nearly 2 international trade fairs and agreements fans are identified by the Club and maintain a
management of advertising assets, the Club million visitors. have been signed with travel agencies direct relationship with Real Madrid.
and player image rights and the organization and tour operators in the region and plans
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Corporate Social
The Club also maintains relations with another 3.8 Suppliers 3.9 Society The basketball training program was
group called ‘e-madridista’, which comprises completed with the staging of the VI Inclusive
about 250,000 active members. During the 20132014 season, 3,300 goods During the 2013/2013 season, Real Madrid’s Campus, where young people in wheel chairs
and service purchases took place, including social activities were focused on the shared five days living and training together,
The Club has high levels of communications those listed under operating and investment following areas: all with the same dream - basketball.
with both groups and during the 2013/2014 costs. Total supplier turnover stood at around
season handled 192,000 phone calls and sent 86 million Euros, distributed amongst 500 3.9.1 National Area In the summer of 2013, the football Campus
665,000 magazines and 6.5 million e-mails. different suppliers. Experience was held for more than 1,500
The Real Madrid Foundation social sports young people of 74 nationalities between 7
Supporter Clubs The Procurement Committee held five schools continued to make football and and 17 years of age.
At present, there are 2,267 registered Real meetings, which approved and supervised basketball excellent tools for transmitting
Madrid supporter clubs, of which 2,136 major purchases of the goods and services positive values, with the clear intention 3.9.2 Social Area (schools for other groups)
are Spanish and 131 foreign clubs in 61 and investments made by the Club during of creating healthy sporting habits and
different countries. the season, as well as checking the evolution collaborating with families in the integrate The Real Madrid Foundation extended its
of the budget and its implementation in the education of more than 5,000 children aged program to 22 social sports football and
Throughout the 2013/2014 season, the various business units. between 5 and 17 in a total of 63 social sports basketball projects in 21 prisons throughout
Supporters Club Department was present schools in different locations. These social Spain, with over 1,700 direct beneficiaries. It
and sent institutional representatives to 235 During the 2013-2014 season, 103 sports schools have two training programs for also has social sports schools in shelters and
anniversary celebrations. Ten clubs celebrated coordination meetings on occupational teachers, which have been consolidated into juvenile detention centres; there is currently
their 25th and 3 their 60th anniversary. health and safety were held with suppliers a teaching method: ‘They play, We Teach and a total of 8 schools that are working very
providing services either at our facilities or ‘For a Real education: values and sport’. successfully in Madrid, Murcia, Alicante and
In addition, at each first team away match, the at other facilities where the Club acts as the La Rioja. The Foundation also developed a
local supporter clubs are invited to meetings promoter without being the owner of the A significant highlight of this program was the children’s hospital basketball program, which
to discuss the Club and how it functions. At venue (e.g. Community of Madrid Sports opening of 11 social sports schools in Motril, aims to provide an environment of comfort and
the end of the season, the Club had contacted Palace and Valle de las Cañas Municipal Jerez de la Frontera, Mazarrón, Buitrago de normal life for children admitted to hospital for
over 500 supporter clubs. All the clubs that so Sports Hall, competition or training venues for Lozoya, Tenerife and Villaverde (Madrid); long periods of time. With the addition of the
requested, were also able to visit Real Madrid our basketball teams). All such coordination two basketball schools for wheelchairs, one Alicante General Hospital, there are now 7 of
City and get to know its facilities. actions are intended to ensure that companies inclusive football school for young people with such schools, where more than 2,000 children
working for Real Madrid meet the occupational different capacities; one adapted basketball have benefited throughout the season.
With regard to games at the Bernabéu, health & safety policies laid out in the Labour school for people with severe mental
the Supporter Club Department works in Act and fundamentally in the Prevention of disabilities and a new social sports school Also important is the physical activity program
conjunction with the Members Department of Occupational Hazards Act 31/1995 and Royal initiative for youngsters in the “El Gallinero” for the elderly, which is developed at a total
the team to promote relations between the fans. Decree 171/2004. area in Vicálvaro. of 4 centres. More than 450 people over 65
participate in the Madrid program with the aim
At the end of the season, the Supporter Club From February to May 2014, social sports of maintaining their physical condition.
Department organised a football 7 tournament schools hold an internal football tournament at
for the Under-10, Under-8 and Under-14 Real Madrid City and a basketball tournament
divisions. More than 7,000 people belonging in Arganzuela. Also, in June a national
to 143 teams took part at Real Madrid City to tournament between all the sports schools
enjoy a true Real Madrid weekend. outside the Community of Madrid was held.
The tournament included inclusive days
for students from all schools to participate,
without distinction.
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Corporate Social
3.9.3 International Cooperation and presence in Africa, where the vulnerability social sports school in Poland. The football match Corazon Classic 2014, in
of the young people is extreme and their its fifth edition ‘Together for Children’, brought
The 2013-2014 season ended with 229 participation in sport a possibility of changing The magnificent social work and promoting together several of the most important players
social sports schools in 70 countries, in their lives. of sport continues at the social sports in the recent history of Real Madrid and Inter
which 38,000 children and young people schools in Funchal (Portugal), Italy, Romania Milan: Zidane, Butragueño, Guti, Morientes,
participated, allowing them to grow and train In the Middle East, we have strengthened and Azerbaijan. Solari , Toldo, Zamorano, Berti and Djorkaeff.
with the best Real Madrid values: the ability to our objective of promoting education in The funds are intended for educational and
excel, respect, comradeship and solidarity. citizen values and peace, healthy lifestyles In Asia, we can also highlight the increased sports programs at shelters and juvenile
and good use of spare time. There are 38 support offered to the Philippines, after detention centres. Thanks to these funds,
In Latin America, the work done during this social sports schools in 9 countries, with being again struck by natural disasters, as there have been 1,400 direct beneficiaries
season has focused on consolidating existing a total of 4,608 direct beneficiaries. The well as the major agreement signed with for 20 months during 73 weeks of activity for
projects in the 23 countries in which the implementation of new projects has been the Ministry of Education of the People’s 6,500 social sports school sessions.
Foundation operates. Two major cooperation affected by circumstances such as the conflict Republic of China to introduce football as a
agreements were signed that will strengthen in Syria. Social sports schools are currently sport subject in schools, which has already 3.9.5 Presence of veterans
our programs in Argentina, Paraguay, being consolidated in the UAE, Kuwait, Jordan, started its first phase with meetings at the
Venezuela, Costa Rica and Chile. Palestine and Israel. The special situation in highest level in Beijing. The presence of veterans in the activities
the region motivated the priority of promoting of the Foundation is significant, the most
In addition, the important alliance signed last of a culture of Peace through sport. The We cannot overlook the magnificent work relevant activity being the charity Corazón
year between the Real Madrid Foundation program of modernization and clinics is vital carried out by our local partners in India and Classic Match 2014 “Together for Children”,
and Microsoft has also been successful this in this region, given the special interest in high our thanks go to the Government of East welcoming Real Madrid C. F. and Inter Milan
season in the Latin America area, enabling an performance football, allowing the financing of Timor for its interest in adding two more veterans. They also played a relevant role in
improvement in the technological capabilities social projects developed in the area for young schools in Dili. the three editions of Luis de Carlos Forum, the
of local partners and beneficiaries in Latin people at risk of social exclusion. outreach golf and paddle tournaments and
America and the Caribbean. 3.9.4. Communication, events and other Foundation institutional events, such as
In Europe, we continue to grow and strengthen institutional activities presentations, openings and visits to schools.
A highlight this year was the tenth anniversary the Foundation projects. A highlight has
of the schools in El Salvador. The longest been the work with the Puskas Academy Amongst other events, the highlights have 3.9.6 Presence of Real Madrid players
running schools include those of Chile, Foundation: with the tribute to the Real Madrid been the three editions of the Luis de Carlos
Argentina and Panama. This shows the legend Ferenc Puskas and celebration of the Forum: ‘Sport and Disability’, ‘Ferenc Puskas’ The Foundation has also organised the
commitment of the Real Madrid Foundation Alma Cup in Hungary. and ‘Football in the 7th Art’; the presentation presence of players in different events. In
and its local partners to disadvantaged people of the book by journalist and author Enrique addition to visits at Christmas to 13 hospitals
by providing opportunities for the future. The social sports school in Poland has given Ortego, “Corazones Blancos” and “La Décima. in the Community of Madrid by the first
us the opportunity to work with unemployed Kings of Europe 1956-2014”; Phase II of the football and basketball teams, they have been
In Africa, the fourth year of the Africa Project adults through a grant from the EU, as a reform of the Bernabéu Tour, where more than involved in multiple activities, highlighting
was completed and the network of social means of financing a joint project with the 200 unique and iconic objects of Real Madrid the visit by Illarramendi to the Foundation’s
sports schools consolidated in the continent. Foundation for the Development of Education are exhibited; the outreach golf tournaments, Guadalajara social sports school; Morata’s
This season, there has been greater emphasis and Sport (FREIS). the funds from which go to the social sports presence at the opening of the school with
on management control and the quality of program at shelters and juvenile detention the Carmen Pardo Valcarce Foundation; Rudy
the programs. More than 7,500 children now We must also highlight the signing of the centres; the outreach paddle tournaments to Fernandez’s visit to the Casa de la Almudena
benefit from the project at 40 schools present agreement with the University of Rostov benefit inclusive school projects for children for the campaign ‘No Child At Christmas
in 33 countries. The expansion of basketball in Russia, which begins with football and with disabilities. without a Gift’; Tremmell Darden was also at
facilitates the integration of girls into sport. basketball, areas that are also taught at Villa the Casa de la Almudena and participated in
The Foundation has reinforced its commitment Real de Santo Antonio (Portugal) and the the presentation of the ‘I Promoting Values
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Corporate Social
on Internet Award’; Jaycee Carroll and Nacho During the 2013/2014 academic year, the In its sixth edition, the Real Madrid Chair led collected from our facilities at the corner of the
visited the social sports wheelchair basketball School taught master’s degrees to 213 by the winner of the Nobel Prize for Literature, Santiago Bernabéu Stadium, which includes
school run by the Real Madrid Foundation students at its headquarters in Madrid and Mario Vargas Llosa, awarded ten research “La Esquina del Bernabéu” shopping centre, as
in San Sebastian de los Reyes; Mejri Salah, to 996 students at the twelve international grants amounting to 50,000 Euros. Since well as at Real Madrid City.
ambassador of the One Team Project, locations. At the Madrid School, 56% of its inception, the school’s contribution to
visited the adapted basketball school in students came from 36 countries, the highest research has amounted to 300,000 euros. Of this amount, 87.5% (634,615 kg)
Majadahonda; Bale visited the students at the number since the School was founded in constitutes recyclable lightweight containers,
clinic of the Monmouth Welsh School at Real 2006. The activities carried out in 2013-2014 Special mention should go to José Manuel paper and cardboard and only 12.5% unfit
Madrid City. highlight the launching of the Master’s Degree García-Margallo, Minister of Foreign Affairs waste which, compared to the usual figures
in Architecture and Sports Infrastructure and Cooperation as the sponsor of the VIII throughout the country, shows that waste is
Special mention must also go to the presence and the expanding of qualifications offered promotion of students in 2013-2014, at a being correctly separated.
and support of the Foundation programs by in English and on-line. As for academic trips, graduation ceremony held on 3 July at the
the President of the Board and executives our MBA in Sport Organization Management Santiago Bernabéu Stadium and chaired by During the seven years of the Agreement
such as Emilio Butragueño. students travelled to London and New York, Florentino Pérez. with ECOEMBES, more than 3,074 tons of
accompanied on this second trip by students light containers and 652 tons of paper and
3.9.7 Real Madrid University School from the Masters in Sports Management 3.9.8 Environmental Action cardboard have been recycled, with the
and Sports Management On Line. In both resulting environmental benefits in reducing
The School is present in thirteen countries- cities, they visited the most representative In compliance with its policy of sustainability CO2 emissions and consumption of water
Spain, Brazil, Cyprus, Costa Rica, Ecuador, sports facilities and met with the heads of the and energy efficiency, Real Madrid continues and electricity.
Mexico, Peru, Chile, Turkey, Germany, most prestigious sports organizations. The to study and implement actions aimed at both
Morocco, Portugal and the United States. students of the Master in Sports Management reducing consumption and the responsible The investment made in recent years in the
and Entertainment also enjoyed a similar management of its resources. modernisation and management of facilities
Focused on the areas of health, sport, experience during their trip to Miami. In which last financial year exceeded €90,000,
management and communications, our school addition, our Master Degree students of the Through collaboration agreements with continues generating considerable savings
offers thirteen master’s degrees: University Talent Scouting and Development in Football selective waste collection and coordination in power due to the automatic lighting
Master’s Degree MBA in Sport Organization were met on their trip to the Netherlands by and the integrated cleaning company, the programming system (LED Technology in
Management, MBA in Sport Management; the Directors of the Ajax Amsterdam and PSV Club fulfils all the requirements for the elevators and office areas, installation of
MBA in Sports Management; MBA in Eindhoven Academies. Another activity worth collection, transport and treatment of both presence detectors in toilets in VIP areas and
Sports Management (on-line); University highlighting was the master class offered hazardous and non-hazardous waste from public toilets) both at the Stadium and Real
Master’s Degree in Sports Management and to our students by Jèrôme Valcke, FIFA its industrial activity. Madrid City.
Entertainment; University Master’s Degree Secretary General.
in Sport Law; University Master’s Degree in Since 2007, Real Madrid has had an Similarly, the climate control and efficiency of
Sports Marketing; University Master’s Degree For the first time, each of the programs has agreement with ECOEMBES Spain, SA for the the installed equipment at both complexes has
in Communications and Sports Journalism; had a club executive as co-director and 81 implementation of selective collection and not only led to greater user comfort, but also
Master’s Degree in Sports Marketing; professionals from Real Madrid formed part recovery of light containers and cardboard at resulted in energy savings. This is the case
University Master’s Degree in Training and of the faculty of the different master degrees, the Santiago Bernabéu Stadium, as well as of the heated fields at the first team training
Sports Nutrition; Master’s Degree in Football which was highly valued by students as a at Real Madrid City, for which it has created grounds, which use condensation boilers and
Management, University Master’s Degree way of directly facilitating information on the a collection, transport and subsequent less consumption, as well as working at lower
in Physical Activity and Health; University internal management of the Club. It should also treatment system that exceeds the guidelines flow temperatures.
Master’s Degree in Sports Physiotherapy be noted that 90 students carried out practical set by the European Union.
and University Master’s Degree in Sports internships at all departments of the Club. With regard to energy consumption, more
Architecture and Infrastructure. More than In the 2013-14 season and under the than 60% of hot water is provided by solar
5,000 students are involved. agreement, a total of 725,330 kg of waste was energy, thus saving on fuel. Moreover, this last
290 291
Corporate Social
season we made the complete transition to 3.10.1 Realmadrid.com Bulletins, magazine programs (The Academy,
natural gas at the facilities, to replace diesel Real Madrid Life, Top Goals), debates (La
combustion which, until then, was the main Realmadrid.com provides all the Club’s Tertulia, Extratime) and other programs (Hoy
source of energy. institutional, social and sports information. In Jugamos, The Match, 6.75), in addition to
the 2013/14 season, the Club’s official website special programs covering Club events. The
Regarding the consumption of water at Real was converted into a multimedia broadcasting programming covers all sporting, social and
Madrid City a fundamental element for our platform which has grown with Chinese, institutional areas of Real Madrid.
activities, the Club has a separating sewerage French and Portuguese. After more than a
system and treatment plant up to tertiary decade of existence, its design and structure 3.10.4 Social Networks
treatment which provides optimum quality has been changed to become more efficient in
for re-use as irrigation water. Furthermore providing content, with new communications Social networks constitute a communications
and after the construction of the necessary channels and social networks. channel between Real Madrid and its
infrastructure, we are now connected to the supporters worldwide. Last season, the club’s
recycled water network of the City of Madrid. 3.10.2 Publications presence on social networks continued to
All these systems of re-used and recycled evolve in Facebook Google+, Youtube, Twitter,
water consumption, together with efficient The Club produced thirteen publications, Instagram, Line, Ren Ren and Tencent and
management and proper planning of watering including the two annual reports by the Club new high-growth channels began in China,
schedules, permits optimum utilization of and the Foundation, in both hard copy and such as Weibo, our Instagram profile being the
water resources, 98% of total watering being online formats. The quarterly publications leading sports club profile, after exceeding 3.8
carried out with recycled water. highlight Hala Madrid, which reached 215,000 million followers.
members and Madridistas and the newsletters
For launch next season, the design and Hala Madrid Online and e-Madridistas, which The Real Madrid community on networks has
planning of an Internal Awareness Plan for were sent to more than 600,000 users. developed to reach more than 141 million
energy savings is being completed. As a supporters in August 2014, which represents
preliminary stage of the plan, in 2013-14, an On every BBVA league match day, a game growth of more than 135% with respect to last
energy management tool, EDART (Energy program, Grada Blanca, is issued with a season. Communications with our community
Dashboard and Report Tool) was implemented circulation of 30,000 distributed at the Stadium. are normally in Spanish, English, Chinese,
to detect losses and identify the groups and Japanese and Arabic and, additionally, in
activities that consume the most energy and Similarly, at every League match played at the French and Indonesian to achieve closer links
search for alternatives to reduce consumption. Bernabéu, 700 copies of a press dossier are with our audiences throughout the world.
issued to the accredited press.
All these activities are intended to ensure The Club’s profiles on social networks
that the Club is a leader in sustainability and 3.10.3 Realmadrid TV has become a link source for Real Madrid
environmental awareness. supporters, enhanced by the optimization
The Club’s official television channel offers its of the moments of greatest interest, such as
3.10 The Media viewers all the Real Madrid institutional and the victory in the Copa del Rey and the road
sports news, mainly through its news services. to winning our tenth European Cup. Content
The Communications Department has two main is fundamental and it has therefore been
objectives: ongoing and fluid communications RMTV is present in over 50 countries. It essential to provide our community with
between the Club and the Members of Real broadcasts 24 hours a day on two channels exclusive and immediate content to generate
Madrid and the relations between the Club and in Spanish and English, each with its own such a link and expand it.
the Media. To achieve these objectives, it uses programming, with updated information for
its own production channels: Madridistas - News Programs and Hourly
292 293
Published by Real Madrid C. F. · Design Menéndez Studio · Printed by Rotosa S. A.
Printed in Madrid in September 2014
Real Madrid

RM Annual Report 2013 14

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Real Madrid

Annual Report 2013 - 2014

06 Letter from the President 186 Communications,

70 Basketball 236 Veterans

90 Members 242 2013 - 2014

108 Property 256 2014 - 2015 Season

134 Revenue 260 Corporate Social

I would of course like to its professionalism and for

Winners of the Copa del Rey

Real Madrid C. F. First Team 2013 · 2014

COACHES GOALKEEPERS DEFENDERS MIDFIELDERS FORWARDS

On 24 May 2014, at the Da team and overcame Atlético

Real Madrid achieved its of the Champion’s League. The

Real Madrid 2014 European Cup Champions.

In Turin, the match finished in a

Germany would be a key factor

The elimination match against In the semi-finals, Real Madrid’s

Real Madrid The Décima Celebrations at the Santiago Bernabeu.

Copa del Rey

Real Madrid 2014 Champions of the Copa del Rey.

Cristiano Ronaldo was awarded

”Words cannot describe this

Overwhelmed, the Real Madrid Cristiano Ronaldo recalled

Of the 14 teams that make up Real Madrid Castilla came

Real Madrid CASTILLA UNDER-18 C UNDER-14 B UNDER-10 B

Results UEFA Champions League

Liga BBVA Group phase

Copa del Rey and

Facts and Figures

José Ramón Sergio Llull Tremmell Darden Salah Mejri

Jaycee Carroll Felipe Reyes Ioannis Bourousis

Copa del Rey and

Facts and Endesa League

Copa del Rey Semi-finals

Another step towards the future

The Real Madrid Basketball Academy continues to reap rewards. In 2013-2014,

Under-14 A Under-16 A Under-16-B Under-18

Member Services Office

Real Madrid City

Player signing events

Supporter Club Department

Members under 11 years of age EXEMPT

Member Helpline 9002 21 2002 Exclusive e-newsletters for

SMS messages Ticket Incident Office

Members with season tickets

The application period for the

1,617 members made use of

Supporter Club Department

National Supporters’ Clubs International Supporter Clubs

ANDALUCÍA 455 CASTILLA LEÓN 158 ALBANIA 1 ENGLAND 1

Real Madrid Supporters’ Clubs throughout the World

Real Madrid City Residences

The New Bernabéu of the

The Real Madrid On 2 January 2014, the

City Residences Residence opened, following

Real Madrid First team residence.

Real Madrid First team residence.

Real Madrid The Academy Residence.

Real Madrid Aerial view of Real Madrid City.

The New Bernabéu

The project to remodel the The architecture of the project

As a result of this commitment, electricity), the club is The following investments in

Sponsorship and Advertising