Ignacio Roa (St20202561) - Hlt6048. Writ 1

Ignacio Roa Suárez.
St20202561
GLOBAL SPORTING EVENTS
2025 CHAMPIONS LEAGUE FINAL AT THE

NEW SANTIAGO BERNABEU, MADRID.
1. Candidate contact details and introduction to the

bid document.
2. Goals for hosting the event.
3. Venue and infrastructure.
4. Commercial opportunities.
5. Appendix.
6. References.
CHAMPIONS LEAGUE FINAL BID DOCUMENT 1

Ignacio Roa Suárez. St20202561
1.CANDIDATE CONTACT DETAILS
Name of contact Luis Rubiales

Title President of the Real Spanish Federation of
Football (RFEF)
Email address rfef@rfef.es
Address Calle Ramón y Cajal, s/n, 28232 Las Rozas
de Madrid, Madrid
Madrid's appeal to UEFA to host the Champions League Final at the Santiago Bernabeu in 2025
is detailed in this document. This event will be based on the 2010 Finals at the old Santiago
Bernabeu and the 2019 Finals in the Wanda Metropolitano and will help cement Madrid as the
world's football capital, with two of the top soccer teams and two of Europe's best venues (one
of them still to be brand new). Aside from the two recent finals, Spain has a total of seven finals
in this tournament (including the ones already listed), four of which have been held in the
Santiago Bernabeu (El Español, 2018).
2. GOALS FOR HOSTING THE EVENT

To start with Madrid's objectives when it comes to hosting the event, it will be first looked for
increase Madrid's economic investment and worldwide exposure. Promote the new Santiago
Bernabeu, which will be inaugurated in the same year as the club's 75th anniversary. It will
open on December 14 of 2022 and hosting the 2025 champions final will be the ideal way to
showcase it (20 Minutes, 2021).
The 2025 Champions League final will also take use of the fact that Madrid was chosen the
world capital of sport in 2022, owing to its large number of sporting infrastructures, diversity of
services and activities, and extensive programme of international events. Madrid also focuses
about sports for individuals with impairments, catering to people of all ages and supporting
women's sports. Of course, the legacy of this title will live on three years later, and Madrid will
use it to its advantage when bidding for a major athletic event (Madrid tourism, 2022).
Another strong point when it comes to hosting the event is that the last champions' final, which
was held in Madrid in 2018, earned 123 million euros, of which 66 stayed in the capital and
were divided in the leisure, lodging, gastronomy, and souvenirs sectors (OndaCero, 2019). With
the new final at the Santiago Bernabeu stadium, the aim will be to at least match the previous
final's statistics, while remaining cautious owing to COVID-19, which, while not yet complete,
it is believed that will be better regulated in 2025.
For the last objective, it should be noted that In Spain, women's sport is in a better situation than
it has ever been, but it is still far from parity with men's sport. Among other sports, Spanish
women's football is experiencing its most prosperous period in history, with businesses eager to
directly support the teams. However, in Spain, women's sport is still a long way from being
what it may be one day, when it catches up to men's (Machuca, 2021). With the event is wanted
to provide more exposure to women's soccer teams, particularly those from Spain, with this
Champions League final.
When talking about the fit that the future final will have within the city, it should be noted that
Madrid has a defined tourism plan that runs from 2020 to 2023, with goals ranging from
reacting to all tourism activity following the COVID-19 to positioning Madrid as a global leader

in urban tourism, passing through digital transformation of the entire sector and transforming
Madrid into a sustainable tourism city.
In the action areas section of the plan, there is the point of tourism products, among which sport
is defined as one of the main ones. Major sporting events will be a crucial tourist attraction
poles for Madrid (Madrid city hall, 2020), according to the plan, therefore the Champions
League final would be an ideal event to underline Madrid's position on the global tourism stage.
Adding in the creation and usage of digital technology during the final, as well as a long-term
strategy for hosting it, the 2025 final would be an ideal match for the city and its tourist
strategy.
Leaving the city's fit with the event behind, it's time to look at the development and legacy that
it will leave in Spain's capital. Although football is already the most popular sport in Spain, it is
hoped that this Champions League final will pique the interest of both men and women in the
Spanish capital and around the country, allowing more money to be invested in sports
programmes. The legacy of the final will also leave a necessary legacy in raising Madrid's
profile in the hope that tourism will grow as a result of the final.
Another of the objectives in terms of development and legacy is that is wanted to besides that
the Spanish enterprises that surround the world of football to achieve notoriety so that the y may
participate in the organization of competitions like the World Cup and the European
Championship in the future, regardless of where they are hosted. Therefore, an important
development in the notoriety of Spanish sports companies is expected.
The last set of expectations will be to manage to leave a legacy for Spanish women's football
that will allow it to get the required global exposure in the next years to attract other media and
sponsors; and that Madrid (which is already one of the world's leading sports towns, as we've
previously stated) will be seen favourably when it comes to hosting future athletic events.
3. VENUE AND INFRASTRUCTURE
The proposed city will be Madrid, the capital of Spain, which has an international airport; the
Madrid-Barajas Adolo Sarez, which is located 12km from the city center and has 4 terminals for
domestic and international airtcraft with a total of 4 runways (Reclamador, 2019).
In the final of 2019, Iberia announced the addition of up to 17 new flights, as well as the
addition of bigger planes to its existing routes. According to projections, a comparable number
of planes will be required to cover the supply in the next Champions League final (2019, EFE).
The name of the venue in which the grand final will be played will be the Santiago Bernabeu
stadium, which is located in Av. de Concha Espina, 1, 28036 Madrid, España (Google maps,
2022).
In terms of the qualifications to host a Champions League final, UEFA now classifies venues
into four levels, with category four, or elite, being the only tier in which the final may be held.
The following are the most important basic requirements for this style of stadium:
- 1. Dimensions: 105m in length, 68m in width
- 2. Minimum number of spectators: 8,000
- 3. Seating is required in all sections.
- 4. There are 150 VIP seats and 400 bus seats available.
- 5. 1,400 fixed cameras and 1,000 mobile cameras can be accommodated.
- 6.500 VIP tickets are available, with additional 100 reserved for the opposing team.
- 7. A press room of 200m2 is one of the criteria for the communications area, among
other things.

(UEFA Stadium Infrastructure Regulations, 2016)
The Santiago Bernabeu stadium, as expected, has, and exceeds all these requirements, so it will
be able to host the 2025 Champions League Final (Obono Tomo, 2016).
Thanks to its great history, moreover, the Santiago Bernabeu has hosted many football events.
Not considering the national finals of the King's Cup (36 finals, the last one in 2007), the
Bernabeu has hosted:
• Continental Final (Latin Cup) 1957

• European Cup Final 1957
• 1960 International Cup Final
• Euro 1964 Final
• European Cup Final 1969
• 1980 European Cup Final
• Final of the World Cup in Spain 1982
• UEFA Cup 1985
• UEFA Cup 1986
• Champions League Final 2010
In addition, the Santiago Bernabeu has organized huge concerts such as those of Julio Iglesias,
Raphael, Frank Sinatra, U2, Bruce Springsteen or The Rolling Stones, among others
(Rodríguez, 2018).
Giving way to the stadium facilities, it must be started by talking about the fact that it will have
capacity for 81,044 people (Sanchez, 2021) and being a new stadium, should be discussed in
depth about the new facilities, bearing in mind that the Santiago Bernabeu will be one of the
best stadiums in Europe. Among its new facilities it will be found:
• The most important of the facilities will be the 360º terrace that will allow you to enjoy
incredible views of the city of Madrid as well as the pitch.
• Wide pedestrian areas around the stadium.
• New boxes.
• A cover with heaters and speakers for the entire stadium that will be found in the 4th
amphitheatre
• Folding grandstand 75 meters wide and 17 long, which can be raised to gain 1,300
square meters that can be used to increase capacity.
• Retractable lawn with ventilation and air conditioning as well as an irrigation system,
LED lighting and ultraviolet treatment.
• Real Madrid Museum.
• Sky bar.
• 5 restaurants: Asian, a barbecue, one with international food and another with
Mediterranean inspiration. At least one of them is a Michelin star.
• Spectators will be able to order food and drinks from their seat.
• A food market with twenty food stalls.
• Commercial galleries with leisure opportunities.
• Spaces for cultural and corporate meetings, as well as a space for esports.
• Extended parking of the Plaza Sagrados Corazones.
(Real Madrid, 2021), (Besoccer, 2022) and (Piñero, 2021).

In order to determine where guests will be lodged, the accommodation data in terms of pensions
and hotels in Madrid will be considered first. There are a total of 938 rooms with 87,537 beds
for visitors.
Hotels Establishments Beds
5 stars grand luxury 2 Establishments 626 beds
5 stars luxury 2 Establishments 716 beds
5 stars 30 Establishments 9.430 beds
1 star 251 Establishments 5.742 beds
Guest house 208 Establishments 3.117 beds
The Santiago Bernabeu is located in the Chamartin neighbourhood, which has a total of 18
hotels with 4,833 bedrooms. Tetuan, Chamberi, Salamanca, Ciudad Lineal, Hortaleza, and
Fuencarral are the districts surrounding it, with a total of 147 hotels and 25,475 beds.
Apart from the hotels in Madrid city, the Community of Madrid has 70,177 beds, bringing the
total capacity of the Community of Madrid to 157,714 beds.
In reference to tourists’ apartments, hotel apartments and houses for tourist use there is a total of
11,655 establishments with 34,745 beds.
Type of establishment Establishments Beds
4 keys 6 279 beds
3 keys 35 1.593 beds
2 keys 25 2.161 beds
1 key 38 6.640 beds
Without category 1 1 bed
In the district of Santiago Bernabeu, Chamartin there are 315 apartments with a total of 1,856
beds for guests.
The city has a capacity of to host at least 122,282 people, while the Community as a whole will
be able to host roughly 200,000 people.
(Madrid town hall, 2021) and (General Directorate of Tourism, 2021).
To understand the environment of the tourist accommodations in Madrid, the average prices per
day of hotels in the months of May and June (when the final is held) will be shown below:
• May: €111.3
• June: €123.4
(Statista, 2020)
However, it should be noted that during the 2019 Champions League final, hotel prices in
Madrid increased or even tripled in most cases, ranging from €500 to €1,000 for a two -night
stay. Despite this, it was predicted that Madrid's hotel capacity will approach 100% for the 2019
edition, while the Community of Madrid's capacity would top 90%. The whole Community of
Madrid would shelter 190,000 people if the numbers for the end of 2019 are fulfilled with a 95
percent average occupancy (Hostelur, 2019).

Having already slightly commented on the air transport facilities that Madrid has, the next
section will attempt to clarify the many ways of transportation available in the capital, which
will be required for the flow of tourists during the last days of the festival.
1. Subway:
In Madrid, the major mode of transportation is the subway (Metro), which is one of the best in
the world and links the whole city with relatively fast travel times between stations. There is
also a line that runs from the airport to the city centre and is well connected to all of the city's
hotels (Madrid tourism, 2021) (Figure 1).
2. Bus:
In terms of bus transportation, the Community of Madrid offers a network that connects the
whole territory. The maximum trip time to the city from the farthest point of the Community of
Madrid is roughly 1 hour and 30 minutes. Furthermore, when it comes to the city, the buses link
all of its sites of interest in a short amount of time (Ontheworldmap, 2022) (Figure 2).
3. Train:
The second and final mode of transportation that should be discussed is the train, which will be
very handy for individuals staying in the city's surrounding towns as well as those who need to
get to or from the airport (Ecomovilidad, 2011) (Figure 3).
As for transport connections since the arrival of visitors to the city, it should be noted that, the
great majority, if not all, of will arrive in Madrid via the Madrid-Barajas Adolfo Suarez airport,
from which travels to the city centre will take approximately:
- Subway: 45 minutes approximately
- Train: approximately 40 minutes
- Bus: 1 hour approximately
- Car: approximately 25 minutes
(According to Google Maps)
To close the second section of the document It will have to be made clear that the transportation
measures that will be applied in Madrid will be implemented two days before and two days after
the final. These will be based on the applications submitted for the end of 2019. The subways on
line 2 (which travels through Madrid's central district) and line 8 (which connects the airport to
the city centre) will be raised. Additionally, lines 5, 7a, 7b, and 8 will be extended by up to 8
metres.
The EMT will have up to 20 more buses available to link fans with the airport under the section
relating to buses. In terms of railways, Madrid will reinforce lines C1, C4, and C10, which
travel through the airport, tripling the capacity and expanding service by about 300,000 seats.
4. COMMERCIAL OPPORTUNITIES
Today, the Champions League final is one of the most popular athletic events on the planet. In
fact, although being ranked eighth, with 380 million viewers, it is the first event in the top ten
that is not of a worldwide character (Burton, 2022). It is known that the Champions League is a
event that attracts spectators, particularly supporters of the finalist teams, based on these facts,
and that if it is added to that Madrid's massive tourist offer, it will have more than covered the
strategy to attract national and international spectators.

However, while hosting the 2025 Champions League final in Madrid, the marketing approach
will be as follows (marketing mix):
- Product: 2025 Champions League Final in the new Santiago Bernabeu.
- Price: As shown below, the rates to attend the 2025 Champions League final will be
similar to those now in place, ranging from €70 to €600. (UEFA, 2021)
- Place: It will take place in Madrid's new Santiago Bernabeu stadium.
- Promotion: This section will be separated into the two forms of media that are currently
available.
• Online: The Champions League is primarily marketed online through social media
platforms, where UEFA accounts are well-known (the Champions League account
reaches 91 million followers on Instagram). In addition, the final will be promoted on
UEFA's website as well as through other sponsorship activities.
• Offline: When it comes to publicising the final, UEFA places a greater emphasis on
offline media. UEFA aims to promote the Champions League final with numerous
advertising posters throughout each pre-final round games. This sort of advertising is
shown on television, in addition to the fact that one or more advertisements for the final
are displayed throughout each match.
The aforementioned marketing approach is aimed at both domestic and foreign spectators;
nevertheless, it should be noted that numerous offline media activities are also carried out for
home spectators, with a focus on the stadium and the city in which the final will be played.
Regarding the approach to attract and support international media, the greatest method to wow
and draw the media to your athletic event is to provide them with emotional or really novel
experiences (Rodriguez, 2019).
To entice the media to attend the 2025 Champions League final in Madrid, activities will be
planned to promote the amusement of the media personnel who will be covering the event. It
will be decided that these activities are based on new technologies, in addition to these being
also a means for the creation of content for the aforementioned media.
To conclude the bidding document for the 2025 Champions League Final, the ways in which the
event will generate income will be explained below.
1. Media broadcasters
It is known that the behaviour of audiences regarding football is changing thanks to data from
recent years. Even though television continues to be the most popular medium for covering
these types of events, its influence has waned. On the other hand, viewers continue to have the
same interest, however it is now more reflected in online media (Pandey, 2019).
That said, media broadcasters remain one of the main sources of income for the competition.
These have already been determined, at least until the year 2024. All those who have signed a
contract enter the competition for rights, in which the UEFA has the last word to decant for the
best offer (the UEFA offers different broadcasters up to 14 different packages to choose from)
(UEFA, 2022). The list in the appendix (Figure 4).
2. Tickets
Another clear actor when it comes to generating income for the event are the tickets that will go
on sale for the final.
Final Tickets price
2021, Portugal €70-€600 (UEFA, 2021)

2020, Istanbul €70-€600 (UEFA, 2020)

2019, Madrid €70-€600 (UEFA, 2019)
2010, Madrid €90-€450 (UEFA, 2010)
The price of tickets has not altered in recent years, as evidenced by data from previous years
(year in which the measures against COVID-19 had not yet arrived). Furthermore, can be
confirmed that the prices have not increased significantly since 2010, when the Champions
League final was held at the Santiago Bernabeu, even though the basic ticket is higher, and the
maximum price is cheaper. However, it can be anticipated that the price will not change
significantly by 2025, despite present high inflation will have to be factored in, potentially
raising future ticket costs.
The following table shows the distribution of tickets that were made in previous finals, and the
one that is expected to be made for the future final in 2025.
Finals Capacity Tickets for Tickets for Tickets for Other

each club general UEFA (and
public general
public)
Final of 2021 16,500 seat 6,000 each 1,700 for the 2,800 for -
in Portugal (33% club general UEFA
capacity). public
Final of 2020 72,000 seat 20,000 each 6,000 general 26,000 for
in Istanbul capacity. club public UEFA
Final of 2019 63,500 seat 17,000 each 4,000 for the 25,500 for
in Madrid capacity. club general UEFA
public
Final 2010 in 75,000 seat 21,000 each 6.000 for the 25,000 for 500 for
Madrid capacity. club general UEFA children
public who
participate
in the
activities
Final of 2025 81,000 seat 23,000 each 6.000 for the 28,000 for 1,000 for
in Madrid capacity. club general UEFA workers in
(Based on public activities
estimates, and
previous
finals)
3. Merchandise
Apart from the revenue created by the selling of tickets to the stadium, the benefit generated for
the city beyond the final, and the revenue spawned by the media that will broadcast the final, the
revenue produced by the sale of merchandise and the final's sponsors will also have to be
discussed.
In terms of merchandising, it must be added that fans will be able to purchase a variety of items,
including both team's jerseys, final balls, special final outfits, scarves, 3D models of the
stadium, and so on.
These items can be purchased in the stadium and at other places of sale near it, as long as they
have a licence to sell merchandise relevant to the final. Fans will also be able to purchase this

sort of merchandise via their own teams' online stores, as well as from UEFA's. Since there is
not any data from past years, it's difficult to determine the revenue that the sales will make from
merchandising right now, but what can be said is that Madrid produced at least 66 million euros
for the city in 2019, including souvenir sales (EFE, 2019).
4. Sponsors
As the last factor when generating income in the final of the champions league, it should be
noted that UEFA has different sponsors for each of its competitions. Specifically, the
Champions League goes hand in hand with 7 multinationals (UEFA, 2022) (Figure 5). In terms
of the revenue made by these firms, is don’t have complete information in regard to the
Champions League final. However, according to UEFA's financial report, the money produced
for UEFA from its Sponsors (Commercial Rights) in the 2019/2020 season was 363.6 million
euros (UEFA, 2020).
Talking in depth about the sponsors, is known that Pepsico, Mastercard, Heineken, Fedex, and
Just Eat's contracts with UEFA expire in 2024, so they will be present if their contracts are
renewed (González, 2021). According to the information available, Pepsico, Mastercard, and
Heineken are companies that have a close relationship with UEFA, having sponsored their
competitions for years (some for more than 20 years), so it has expected them to be present at
the 2025 final, along with PlayStation (another of their major sponsors) (Popovi, 2017). Finally,
must be discussed Expedia, a corporation that has been a member of UEFA since 2018 and has
a contract that runs through 2022. (UEFA, 2021).

5.APPENDIX
Figure 1: Madrid metro map.
Figure 2: Madrid city bus map.

Figure 3: Comunity of Madrid, train map.

Figure 4: Worldwide champions league broadcasters.
Figure 5: Sponsors champions league.

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2025 CHAMPIONS LEAGUE FINAL AT THE

1. Candidate contact details and introduction to the

2. Goals for hosting the event.

3. Venue and infrastructure.

CHAMPIONS LEAGUE FINAL BID DOCUMENT 1

1.CANDIDATE CONTACT DETAILS

Name of contact Luis Rubiales

2. GOALS FOR HOSTING THE EVENT

CHAMPIONS LEAGUE FINAL BID DOCUMENT 2

CHAMPIONS LEAGUE FINAL BID DOCUMENT 3

(UEFA Stadium Infrastructure Regulations, 2016)

• Continental Final (Latin Cup) 1957

CHAMPIONS LEAGUE FINAL BID DOCUMENT 4

CHAMPIONS LEAGUE FINAL BID DOCUMENT 5

CHAMPIONS LEAGUE FINAL BID DOCUMENT 6

CHAMPIONS LEAGUE FINAL BID DOCUMENT 7

2020, Istanbul €70-€600 (UEFA, 2020)

Finals Capacity Tickets for Tickets for Tickets for Other

CHAMPIONS LEAGUE FINAL BID DOCUMENT 8

CHAMPIONS LEAGUE FINAL BID DOCUMENT 9

Figure 2: Madrid city bus map.

CHAMPIONS LEAGUE FINAL BID DOCUMENT 10

Figure 3: Comunity of Madrid, train map.

CHAMPIONS LEAGUE FINAL BID DOCUMENT 11

Figure 4: Worldwide champions league broadcasters.

Figure 5: Sponsors champions league.

CHAMPIONS LEAGUE FINAL BID DOCUMENT 12

Cuando Pasa. 2022. Sporting events in 2025. [online] Available at:

CHAMPIONS LEAGUE FINAL BID DOCUMENT 13

Madrid Tourism. 2022. Madrid Metro Map. [online] Available at:

Madrid. 2021. Hotel infrastructure. [online] Available at:

CHAMPIONS LEAGUE FINAL BID DOCUMENT 14

champions-league-millones-madrid_201905245ce7b0eb0cf26422a0472909.html> [Accessed 18 March

CHAMPIONS LEAGUE FINAL BID DOCUMENT 15

CHAMPIONS LEAGUE FINAL BID DOCUMENT 16

CHAMPIONS LEAGUE FINAL BID DOCUMENT 17

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