Ama bu golü kaçırmak atmaktan daha büyük bir eğlence olabilebilir sanki bir bakıma.
National Bank of
Abu Dhabi (NBAD). Last September the sponsorship agreement for the region with
NBAD, the largest bank in the United Arab Emirates was presented.
The agreement strengthens the position of Real Madrid in this highly strategic market and allows being closer to the large number of fans are there in the club there.
NBAD has become the only bank outside Spain with a credit card and debit Real Madrid, a unique and exclusive offer for United Arab Emirates club privileges for their customers.
The agreement with the Chinese company Luyuan great reference in the distribution and manufacture of bicycles and electric scooters, marked a milestone in the commercial history of the club, it is the first sponsorship agreement signed with a Chinese brand entirely. Luyuan acquires the exploitation rights to the territories of China and Taiwan. In March 2015 the agreement was presented publicly in the city of Tianjin. This signature reinforces the strategic importance of China to the club, endorsed with the opening of the first permanent office outside Spain.
Ooredoo, one of the leading telecommunications companies in the Middle East, has decided to bet on Real Madrid in one of its main markets: Algeria. With this strategic alliance, which will run until 2017, Real Madrid is even closer to the residents fans in Africa.
Tecate, the most traditional brewer in Mexico and Real Madrid have reached an agreement for the next five seasons. The agreement, which is limited to Mexican territory, reflects the strategy of the club to look for the best partners in each region of the world as well as that of Tecate, which aims to be the leading brand in the Mexican market and beer company the world's largest association football.
Real Madrid continues to work another season with leading brands that make use of the rights acquired in their territories differentiating strategy of action as against its competitors.
This is the sixth season with our ally STC, Saudi telecommunications operator with which we are proud to work in the territories of Saudi Arabia, Bahrain, Kuwait and Turkey. The result of this relationship successful campaigns like VIVA, a subsidiary of Kuwait, which has chosen the Ciudad Real Madrid to film the television commercial matters of the company have so far emerged.
In the area of Southeast Asia he continued to work the club during the 2014-15 season with Yamaha for the motorcycle industry in Thai territory.
Just as it was done in South America with Empresas Polar, the leading company in the food and consumer goods industry in Venezuela.
Another of the big keys to the 2014-2015 season was the territorial expansion by clients who began his relationship with the club in a smaller area, and slowly expand territories based on their achievements. In this sense the clearest case offered by the club as a strategic point of visibility for their brands and products.
With regard to the basketball section, we welcome an historic brand linked to Real Madrid Teka. The multinational electrodoméstiha been the Nivea for Men, a partner who started out as a sponsor in 2013 through an initial agreement for Spain and only following successful results of their campaigns using the image of Real Madrid has decided to bet on our brand for its expansion
The club works with top brands whose main interest is the national territory. In the case of Sanitas (provider of medical services for a decade), Coca Cola, Samsung and Solan de Cabras, consolidating its position in the different media of communication
Arturo Baldasano Florentino Perez, president of Teka, sponsor of the basketball team Real Madrid for the next three seasons.
Florentino Perez and Guillermo Fadda, director of Audi Spain, during the delivery of official vehicles Audi the first team basketball. Internationally, through the extension of the agreement, mainly in two regions: Latin America and the Middle East-North German origin África.cos links back to the club at the highest level through a major sponsorship deal the main section, whose mainstay is the first team shirt basketball during the next three seasons.
We must make special mention of thanks to MMT Seguros, which has been the main sponsor of the basketball section for five consecutive seasons and has decided that while vary their level of visibility, their involvement with the team is still high and remains one of the main sponsors.
And for the first time since Audi is a sponsor of the club, this season has also decided to go for the basketball section, becoming the official car of the first team for the next four seasons.
Individual image rights of players
In the section of agreements individual image of our players, it should be noted first that the number of contracts has increased compared to the previous season.
Iker Casillas and Isco told a role in the campaign repositioning the image of the Mahou brewery, along with leading representatives from the world of sport and culture of our country. Hyundai relied on Casillas to launch new models, as did other major global brands such as BBVA, H & S, Lays or Samsung.
Varane has become the image of EA Sports for the French market. Marcelo has been chosen by the Brazilian TAM Airlines as a prescriber of its brand advantage in the wake of the World Cup in that country.
The Colombian James Rodriguez, in his first season at the club, has been one of the staff members with increased commercial activity. It has been key to big brands like Toyota, Huawei, or DENTIX Fuji TV, who have decided to bet on him as ambassador-level image. Special mention Pepsi's worldwide campaign in which James has shared the stage with other stars from the world of sport and entertainment as Serena Williams and Usher.
Keylor Navas has starred in the main campaign of Movistar in Costa Rica.
Another individual agreements highlight this season is the Welsh player Gareth Bale with the Japanese multinational Sony for its mobile division. The agreement is operating in two of its main markets, the UK and Spain.
The template basketball also counts among its ranks with excellent leaders for major brands. Sergio Llull and have renewed their agreements with Red Bull and Bifrutas respectively. They have also signed new agreements like Rudy Fernandez with the company of male accessories Olympus, or the canary Sergio Rodriguez with DISA.
After completing a successful season with the conquest of the tenth European Cup and the Copa del Rey, Real Madrid began their fifth consecutive summer season in the United States. Our team returned to meet again with the thousands of fans year after year accompany us during our stay in a country where soccer is growing rapidly.
Madrid passion in United States
For the fifth consecutive year, Real Madrid was in the campus of UCLA (Los Angeles) where started the concentration of the preseason and the participation in the second edition of International Champions Cup tournament. As a significant fact of this tour American, the match in the city of Ann Arbor (Michigan) against Manchester United enjoyed a record attendance at a football game in the United States, with more than 110,000 spectators.
The season ended with a friendly match played our first team on August 16 at the Stadion Narodowy in Warsaw (Poland) against Fiorentina.
In addition to the pre-season friendlies in December we accepted the invitation that our partner Emirates Fly made to dispute the Dubai Challenge Cup against Milan in Dubai.
Merchandising and
distribution
The collection of the 2014-2015 season reached record sales in the history of sports merchandising worldwide.
The revenue generated by sales of Adidas-Real Madrid collection abroad far outweigh the national territory by a ratio of 75% -25%. Our products are present in more than 90 countries, demonstrating the relevance of the Real Madrid brand worldwide. The most representative markets are Spain, Portugal, UK, France, China, USA, Japan and Latin America
Especially new was the design of the equipment of black color, a collaboration with the renowned Japanese designer Yohji Yamamoto. He represented the grandeur and glory of the history of Real Madrid and the spirit of perseverance and struggle that make the Real Madrid legend in the world of football.
La Tienda del Bernabeu, after its recent renovation, is an international reference for the wide range of official products of Real Madrid that are available as well as textile products and footwear to practice major sports (football, tennis, running, basketball , etc.). Annually receives more than 1,500,000 visitors by the unique location of the store in the Bernabeu.
Hand in hand with the German company Adidas is still working on expanding and developing the portfolio of official products of the club, as well as the expansion of the network of official stores of Real Madrid. Both business lines aim to increase the recognition and prestige of our brand and generating recurring revenue for the club.
Continuing with the expansion plan of the Real Madrid brand, in addition to stores that were opened in previous seasons (Gran Vía, the two Adolfo Suarez Airport Madrid-Barajas T4 and T4S terminal and shopping center Las Rozas Village), this season has started opening stores outside Madrid with the aim of strengthening brand presence and make accessible official club products to the millions of fans worldwide have:
Palma de Mallorca, opened in August 2014, in the central Plaza de Cort, with an area of over 100 m2.
Barcelona, opened in May 2015 in the Rambla de Canaletas, with an area of over 400 m2 spread over three floors.
Mexico City, inaugurated in February 2015 in Venustiano Carranza street corner Ghent, with more than 200 m2.
The new Tour Bernabeu was inaugurated in May 2014 and has been an unprecedented success.
After the implementation of the last phase of improvements with new content, museum exhibition resources and the incorporation of new technologies and interactive elements for visitors, together with the achievement of the tenth European Cup, it has reached a new record widely over a million visitors.
This new milestone has allowed us to increase direct revenue from ticket sales and all business lines inherent in the business and are part of the trail: restoration and digital photography, among others. The renewal of content with the incorporation of the Tenth Tour Bernabeu has been, without doubt, one of the main reasons to attract new customers and encourage repeat that we had visited previously.
Visitors can experience this unique new space in the world, with ten European Cups won by the first time by a football club. Ten cups are in an audiovisual installation that allows you to discover exclusive memorabilia and live testimonies of the protagonists of each.
The application of new technologies and interactive exhibition resources has contributed to the dissemination of the contents and history of the club, which leads us to stay in touch with our fans around the world and spread the values of the brand Real Madrid.
Commercial activity is very intense and collaborative agreements and strategic alliances with key players in the national and international tourism sector are promoted. Alliances with hotel chains, travel agencies, tour operators, leisure centers and ticketing portals, among others, lead us to predict growth in the coming years.
Also finding new customers enables us to intensify our relationship with school groups, maintaining close communication and collaboration throughout the year, which leads us to increase visits by more than 100,000 students.
The Stadium Tour holds a special place in the cultural and leisure in the Madrid region and has become one of the main tourist areas of the capital. It is, without any doubt, one of the main areas to visit for national and international tourists.
Real Madrid actively participates in forums where the Community of Madrid as a tourist destination (Madrid Convention Bureau and Tourism Association Madrid) is promoted, together with leading companies in the tourism sector and national and international entertainment.
Over 60% of visitors to the Stadium Tour are from outside Spain, mainly from Britain, France, Germany, USA, Japan, UAE, China and Brazil. Looking ahead to the new season aim pursued growth in visitor numbers, product enhancements with new facilities and adding new services such as audio guide to enhance the visitor experience of the Tour Bernabeu.
Events Area
The 2014-2015 season has again been a success in terms of turnover and in the number of corporate events held in our facilities: Santiago Bernabeu Stadium and Ciudad Real Madrid.
They have been held more than 200 events of national and international companies, in which more than 35,000 people. These good results are due in large part to the development and implementation of an action plan which has as main objective to improve our market position. Seasonally adjusted using the facilities, internationalize the business and open new sales channels are all factors that have contributed to the success.
It has actively participated in the main international fairs of the MICE (Meetings Incentives Congress & Events) sector in order to attract new customers and provide permeability our products within the traditional sales channels of this business.
Noted that the market trend during the period 2014-2015 has led us to identify four key industries that have generated much of the turnover of the congresses and conventions: new technologies, automotive sector, pharmaceutical industries and construction companies . We also note the use of our sponsors of the club for product launches, team-building activities, campaigns or activities presenting loyalty among its clients.
The strength of the brand, coupled with the versatility and uniqueness of our spaces, has helped provide all the experiences of a high level of satisfaction, which encourages repeat those activities by customers and encourages the uptake of new accounts .
For the 2015-16 season it is to grow this business based on attracting new customers, building on new technologies and internationalization.
Restoration
The Santiago Bernabeu stadium currently has four first class restaurants, allocating to this line of business 4,000 m2 within our facilities:
Puerta 57 restaurant (located in Father Damien). It is still considered one of the top 10 places in the city, with very representative dishes of Madrid cuisine.
ZEN Market Restaurant (located in the Concha Espina avenue). It is accessed through a panoramic elevator and, no doubt, it is one of the best Asian restaurants in Madrid. It is one of the fastest internet bookings has received in the past year.
Restaurant La Esquina del Bernabeu (located in the Concha Espina avenue). Recently refurbished, it offers an exclusive area of skewers and a renewed dining room where a varied menu of meat and fish puededegustar. It stresses the summer terrace.
Real Café Bernabeu (located in the Concha Espina avenue). It offers a wide variety of cuisine constantly evolving focused on Mediterranean food.
Aramark, US multinational leader in the sector, strengthen its management this season stadium bars providing a new and modern management of this business line, as well as a wide range of products and services for our members and visitors, and incorporating service delivery in the stands, which guarantee a better deal during games.
This line of business due to an idea of business diversification within the stadium and complements other business activities such as corporate events and certain actions management capacity.
Real Madrid Café Dubai
After expiry of the first year since its opening, the performance of the business can be described as success. Real Madrid Café Dubai has become a local reference for all Real Madrid fans and football in general.
Located in a privileged area in Dubai (Jumeirah Beach Residence) and covering an area of over 1,000 m2, customers can enjoy a wonderful restoration, follow the games and all the latest Real Madrid live, admire history
Annual Report 2014 - 2015
Ingresosclub most successful in the world and have available a very high representation of official products.
On the occasion of the dispute of a first team friendly match in Dubai last December 29, 2014, took place the official opening of the premises, which was attended by the president, the players and the coaching staff. The event brought together thousands of fans of Real Madrid in the vicinity of the premises.
Marketing
relational
Madridista card
During the 2014-2015 season Madridistas loyalty program continued to increase the group of sympathizers card with more than 53,000 new high, reaching 610,000 cards issued.
Of note is the addition of 21,000 new Madridistas outside Spain, making the program an increasingly global product. This group increased its stake to 16% of all Madridistas.
The Madridista card is now in 180 countries. Mexico, United States, Colombia, Venezuela and the United Kingdom are the five in which there are as many licenses as a result of international expansion, has released a version of Madridistas program in Arabic, the third language in which the product and available. The incorporation of new sponsors in Arabic-speaking countries and the agreement with NBAD Bank have pushed launch this initiative which makes the product more attractive and closer to the followers residing in Saudi Arabia, Kuwait and United Arab Emirates.
Continuing the adaptation to new technologies, birthday greeting sent by email to all members and Madridistas.
eMadridistas
Regarding the number of registered supporters, this season they have added more than 90,000 new to the general database of the club, collected through various products and services offered. This group joins the rest of followers who enjoy the periodic messages sent from the club: newsletters, electronic bulletins ticket, special promotions and exclusive communications sponsor.
In the 2014-2015 season, there have been more than 21 million electronic submissions to the group of Madridistas and eMadridistas. In addition, the line has catered Madridista issued and managed more than 180,000 phone calls and more than 60% of attracting new supporters was carried out through different channels located in the Santiago Bernabeu stadium.
Real Madrid App & Mobile
Marketing
Real Madrid has continued this year as the club of reference in the field of new technologies, even after the agreement with Microsoft. In November, the club sealed a powerful alliance with the technology giant in order to be at the forefront of innovation. Among the many points of collaboration with Microsoft it will include the development of more innovative mobile application in the world of sport, which aired in May. Until then, the application of the club was already the reference app worldwide, and not just a football club, but any sports institution in May 2014 reaching more than 4,800,000 downloads since its launch.
New Real Madrid App
The club presented the May 19 its new application for mobile terminals being realized an old dream: to bring together the millions of fans of the club under one interactive platform with the most complete information on your computer.
The application comes as a new digital communication channel, covering the extraordinary social dimension of Real Madrid. In addition, the club will take the undisputed global consolidation of phones and tablets not only as a means of personal communication but also in support of entertainment and trading platform.
The application, which remains free, was born with a clear focus on entertainment, enjoy doing the follower with the team and offering a different offer of contents and services on match days and those in which no party. The application becomes depending on the section you want to go at all times, football or basketball, covering both teams equally. It will be available in Spanish, English, French, Arabic, Indonesian, Japanese and Chinese.
Probably the most attractive of the application is its great audio-visual experience: summaries, multi-angle replays, special cameras or delayed matches. Fans continue the team's games in a different manner maInforme, also having very full statistics are available, minute by minute and voice of the party in Spanish and English. On the occasion of the Tenth Anniversary, Real Madrid App offered an exclusive section where you could enjoy the game back to Lisbon, the moving documentary premiering at the heart of the Tenth and hear the song of the Tenth.
This comprehensive offer is complemented with audiovisual distribution in Real Madrid Realmadrid TV App, so that any amateur can watch live broadcast TV channel of the club and keep it informed of all the latest Real Madrid.
This application born from the close collaboration with Microsoft over the last year. Microsoft professionals in Spain, United States, India, Denmark, UK, Netherlands, Poland and China have worked together and enthusiastically to create Real Madrid App.
Games-Applications for smartphones
Real Madrid Fantasy Manager 15 is still the world leader in football games. In its 2015 version, with nearly one million downloads since its launch in November 2014, it has maintained the status of being one of the most downloaded worldwide sports games. This year, the game has continued to grow in a very special way in the tablets, reaching its exclusive edition Real Madrid over 6.5 million downloads since its launch in 2010 and remains one of the most prominent sports games on the world scene of the app. During this year he has incorporated innovative schemes of gameplay which has consolidated its leading position in its edition 2016 and this level of innovation will continue.
In addition, the club still has other applications as first class Imperivm Real Madrid, which will be widely available for Android; Trivia Fans Real Madrid, which was launched in October and is famous Asked developers / Trivia Crack; Real Madrid Real Madrid Talking Players or Powershot.
Real Madrid Kids Planet
Thinking of our youngest fans, the club has launched Real Madrid Kids Planet. This new game designed for the smallest of the house is born in this context allowing fans to club parents instill in their children the positive values of sport through his favorite football team.
Within the virtual world users will use a self-created avatar, or virtual representation of some of their favorite players and may participate in minigames, interact with others, to undertake missions which they will be assigned to assist in the smooth functioning of the planet or participate in leagues and tournaments training and competing against other players. Real Madrid in the universe Planet Kids younger know the most emblematic places of Real Madrid and the Santiago Bernabeu and Real Madrid City. The game is now available on PC, you will soon have its own mobile application and can also play on tablet.
Social media
The social networking profiles club have become a great source of links with Real Madrid. Real Madrid is present in all major platforms: Facebook, Twitter, Instagram, Line, Google+, Youtube, Ren Ren, and Tencent Weibo, in Spanish, English, French, Chinese, Japanese and Arabic. Real Madrid has in their social networks with more than 170 million followers worldwide. Notably, this year the growth of 358% Instagram account in which there were over 11 million followers.
Our Youtube channel has 1.76 million subscribers, who can access exclusive video of today and the history of the club.
Press
The relationship with all the world media has intensified this past season. 14,000 accreditations were processed and the stars of our football and basketball teams have appeared more than 1,700 times between interviews, mixed zones and press conferences.
Publications
Real Madrid has 13 publications with different formats edits throughout the year.
The reference publication, the magazine Hala Madrid, has increased its annual circulation up to 824,000 copies. The four editions since the summer of 2014 have led to house members and Madridistas image of the great triumphs for the club. In each has encartado as gifts
Special commemorative poster of each title.
Your child and adolescent version, the Hala Madrid Junior, also increased its annual circulation to 200,000 copies, reaching all Madridistas partners and between 7 and 14 years.
Among other publications include quarterly newsletters Hala Madrid online and eMadridistas, which have sent more than 342,921 users in Spanish and English.
Two publications are key players in games played Real Madrid in the Bernabeu: the party program Grada Blanca and press kit. Grada Blanca is distributed throughout the stadium (30,000 copies), and the press kit is delivered to all professionals who come to cover the party information.
Realmadrid data during the 2014-2015 TV season confirm that the contents of the channel are increasingly of interest to the public. Realmadrid TV up 16% of your audience and get better data from 2009-2010.
The channel shows a strong upward trend in the last six seasons has grown by 137% audience. Four of the five months the largest audience in the history of Realmadrid TV correspond to the 2014-2015 season.
Over the weekend, the youth live with spaces as Ciudad Real Madrid has consolidated its position in the channel grid. In addition, today played the first direct reference computer program has strengthened its broadcast coverage with new positions and two mobile units at the Santiago Bernabeu.
On weekdays, the news bulletins and schedules have been strengthened, making the channel an obligatory reference in monitoring the club today.
La Tertulia, in the afternoon, has significantly contributed to the increase in audience.
Realmadrid TV has promptly followed sporting success of the football and basketball teams, with special programming in the victories of both sections. The European Super Cup and the Club World Cup in soccer, Copa del Rey and Supercopa basketball ACB League and the Euroleague have undergone large deployments.
Realmadrid TV offered live all institutional events of the club. Since the introduction of players, renovations, presentation of Real Madrid App or the graduation ceremony of the School University Real Madrid-European University. Also welcomes in its programming events related to the Real Madrid Foundation in Spain and the rest of the world.
In the international version, Realmadrid TV can be seen in 50 countries. It started in 2005 and has grown significantly to the point of including platforms in the United States, the Middle East, France, Russia, Thailand and several African countries. This year also has joined the broadcast in India. Channel programming has begun to distribute in the five continents form of weekly specials blocks with the best content.
Sheets federal Real Madrid players' 50s, exposed at the Stadium Tour.
The agreement strengthens the position of Real Madrid in this highly strategic market and allows being closer to the large number of fans are there in the club there.
NBAD has become the only bank outside Spain with a credit card and debit Real Madrid, a unique and exclusive offer for United Arab Emirates club privileges for their customers.
The agreement with the Chinese company Luyuan great reference in the distribution and manufacture of bicycles and electric scooters, marked a milestone in the commercial history of the club, it is the first sponsorship agreement signed with a Chinese brand entirely. Luyuan acquires the exploitation rights to the territories of China and Taiwan. In March 2015 the agreement was presented publicly in the city of Tianjin. This signature reinforces the strategic importance of China to the club, endorsed with the opening of the first permanent office outside Spain.
Ooredoo, one of the leading telecommunications companies in the Middle East, has decided to bet on Real Madrid in one of its main markets: Algeria. With this strategic alliance, which will run until 2017, Real Madrid is even closer to the residents fans in Africa.
Tecate, the most traditional brewer in Mexico and Real Madrid have reached an agreement for the next five seasons. The agreement, which is limited to Mexican territory, reflects the strategy of the club to look for the best partners in each region of the world as well as that of Tecate, which aims to be the leading brand in the Mexican market and beer company the world's largest association football.
Real Madrid continues to work another season with leading brands that make use of the rights acquired in their territories differentiating strategy of action as against its competitors.
This is the sixth season with our ally STC, Saudi telecommunications operator with which we are proud to work in the territories of Saudi Arabia, Bahrain, Kuwait and Turkey. The result of this relationship successful campaigns like VIVA, a subsidiary of Kuwait, which has chosen the Ciudad Real Madrid to film the television commercial matters of the company have so far emerged.
In the area of Southeast Asia he continued to work the club during the 2014-15 season with Yamaha for the motorcycle industry in Thai territory.
Just as it was done in South America with Empresas Polar, the leading company in the food and consumer goods industry in Venezuela.
Another of the big keys to the 2014-2015 season was the territorial expansion by clients who began his relationship with the club in a smaller area, and slowly expand territories based on their achievements. In this sense the clearest case offered by the club as a strategic point of visibility for their brands and products.
With regard to the basketball section, we welcome an historic brand linked to Real Madrid Teka. The multinational electrodoméstiha been the Nivea for Men, a partner who started out as a sponsor in 2013 through an initial agreement for Spain and only following successful results of their campaigns using the image of Real Madrid has decided to bet on our brand for its expansion
The club works with top brands whose main interest is the national territory. In the case of Sanitas (provider of medical services for a decade), Coca Cola, Samsung and Solan de Cabras, consolidating its position in the different media of communication
Arturo Baldasano Florentino Perez, president of Teka, sponsor of the basketball team Real Madrid for the next three seasons.
Florentino Perez and Guillermo Fadda, director of Audi Spain, during the delivery of official vehicles Audi the first team basketball. Internationally, through the extension of the agreement, mainly in two regions: Latin America and the Middle East-North German origin África.cos links back to the club at the highest level through a major sponsorship deal the main section, whose mainstay is the first team shirt basketball during the next three seasons.
We must make special mention of thanks to MMT Seguros, which has been the main sponsor of the basketball section for five consecutive seasons and has decided that while vary their level of visibility, their involvement with the team is still high and remains one of the main sponsors.
And for the first time since Audi is a sponsor of the club, this season has also decided to go for the basketball section, becoming the official car of the first team for the next four seasons.
Individual image rights of players
In the section of agreements individual image of our players, it should be noted first that the number of contracts has increased compared to the previous season.
Iker Casillas and Isco told a role in the campaign repositioning the image of the Mahou brewery, along with leading representatives from the world of sport and culture of our country. Hyundai relied on Casillas to launch new models, as did other major global brands such as BBVA, H & S, Lays or Samsung.
Varane has become the image of EA Sports for the French market. Marcelo has been chosen by the Brazilian TAM Airlines as a prescriber of its brand advantage in the wake of the World Cup in that country.
The Colombian James Rodriguez, in his first season at the club, has been one of the staff members with increased commercial activity. It has been key to big brands like Toyota, Huawei, or DENTIX Fuji TV, who have decided to bet on him as ambassador-level image. Special mention Pepsi's worldwide campaign in which James has shared the stage with other stars from the world of sport and entertainment as Serena Williams and Usher.
Keylor Navas has starred in the main campaign of Movistar in Costa Rica.
Another individual agreements highlight this season is the Welsh player Gareth Bale with the Japanese multinational Sony for its mobile division. The agreement is operating in two of its main markets, the UK and Spain.
The template basketball also counts among its ranks with excellent leaders for major brands. Sergio Llull and have renewed their agreements with Red Bull and Bifrutas respectively. They have also signed new agreements like Rudy Fernandez with the company of male accessories Olympus, or the canary Sergio Rodriguez with DISA.
After completing a successful season with the conquest of the tenth European Cup and the Copa del Rey, Real Madrid began their fifth consecutive summer season in the United States. Our team returned to meet again with the thousands of fans year after year accompany us during our stay in a country where soccer is growing rapidly.
Madrid passion in United States
For the fifth consecutive year, Real Madrid was in the campus of UCLA (Los Angeles) where started the concentration of the preseason and the participation in the second edition of International Champions Cup tournament. As a significant fact of this tour American, the match in the city of Ann Arbor (Michigan) against Manchester United enjoyed a record attendance at a football game in the United States, with more than 110,000 spectators.
The season ended with a friendly match played our first team on August 16 at the Stadion Narodowy in Warsaw (Poland) against Fiorentina.
In addition to the pre-season friendlies in December we accepted the invitation that our partner Emirates Fly made to dispute the Dubai Challenge Cup against Milan in Dubai.
Merchandising and
distribution
The collection of the 2014-2015 season reached record sales in the history of sports merchandising worldwide.
The revenue generated by sales of Adidas-Real Madrid collection abroad far outweigh the national territory by a ratio of 75% -25%. Our products are present in more than 90 countries, demonstrating the relevance of the Real Madrid brand worldwide. The most representative markets are Spain, Portugal, UK, France, China, USA, Japan and Latin America
Especially new was the design of the equipment of black color, a collaboration with the renowned Japanese designer Yohji Yamamoto. He represented the grandeur and glory of the history of Real Madrid and the spirit of perseverance and struggle that make the Real Madrid legend in the world of football.
La Tienda del Bernabeu, after its recent renovation, is an international reference for the wide range of official products of Real Madrid that are available as well as textile products and footwear to practice major sports (football, tennis, running, basketball , etc.). Annually receives more than 1,500,000 visitors by the unique location of the store in the Bernabeu.
Hand in hand with the German company Adidas is still working on expanding and developing the portfolio of official products of the club, as well as the expansion of the network of official stores of Real Madrid. Both business lines aim to increase the recognition and prestige of our brand and generating recurring revenue for the club.
Continuing with the expansion plan of the Real Madrid brand, in addition to stores that were opened in previous seasons (Gran Vía, the two Adolfo Suarez Airport Madrid-Barajas T4 and T4S terminal and shopping center Las Rozas Village), this season has started opening stores outside Madrid with the aim of strengthening brand presence and make accessible official club products to the millions of fans worldwide have:
Palma de Mallorca, opened in August 2014, in the central Plaza de Cort, with an area of over 100 m2.
Barcelona, opened in May 2015 in the Rambla de Canaletas, with an area of over 400 m2 spread over three floors.
Mexico City, inaugurated in February 2015 in Venustiano Carranza street corner Ghent, with more than 200 m2.
The new Tour Bernabeu was inaugurated in May 2014 and has been an unprecedented success.
After the implementation of the last phase of improvements with new content, museum exhibition resources and the incorporation of new technologies and interactive elements for visitors, together with the achievement of the tenth European Cup, it has reached a new record widely over a million visitors.
This new milestone has allowed us to increase direct revenue from ticket sales and all business lines inherent in the business and are part of the trail: restoration and digital photography, among others. The renewal of content with the incorporation of the Tenth Tour Bernabeu has been, without doubt, one of the main reasons to attract new customers and encourage repeat that we had visited previously.
Visitors can experience this unique new space in the world, with ten European Cups won by the first time by a football club. Ten cups are in an audiovisual installation that allows you to discover exclusive memorabilia and live testimonies of the protagonists of each.
The application of new technologies and interactive exhibition resources has contributed to the dissemination of the contents and history of the club, which leads us to stay in touch with our fans around the world and spread the values of the brand Real Madrid.
Commercial activity is very intense and collaborative agreements and strategic alliances with key players in the national and international tourism sector are promoted. Alliances with hotel chains, travel agencies, tour operators, leisure centers and ticketing portals, among others, lead us to predict growth in the coming years.
Also finding new customers enables us to intensify our relationship with school groups, maintaining close communication and collaboration throughout the year, which leads us to increase visits by more than 100,000 students.
The Stadium Tour holds a special place in the cultural and leisure in the Madrid region and has become one of the main tourist areas of the capital. It is, without any doubt, one of the main areas to visit for national and international tourists.
Real Madrid actively participates in forums where the Community of Madrid as a tourist destination (Madrid Convention Bureau and Tourism Association Madrid) is promoted, together with leading companies in the tourism sector and national and international entertainment.
Over 60% of visitors to the Stadium Tour are from outside Spain, mainly from Britain, France, Germany, USA, Japan, UAE, China and Brazil. Looking ahead to the new season aim pursued growth in visitor numbers, product enhancements with new facilities and adding new services such as audio guide to enhance the visitor experience of the Tour Bernabeu.
Events Area
The 2014-2015 season has again been a success in terms of turnover and in the number of corporate events held in our facilities: Santiago Bernabeu Stadium and Ciudad Real Madrid.
They have been held more than 200 events of national and international companies, in which more than 35,000 people. These good results are due in large part to the development and implementation of an action plan which has as main objective to improve our market position. Seasonally adjusted using the facilities, internationalize the business and open new sales channels are all factors that have contributed to the success.
It has actively participated in the main international fairs of the MICE (Meetings Incentives Congress & Events) sector in order to attract new customers and provide permeability our products within the traditional sales channels of this business.
Noted that the market trend during the period 2014-2015 has led us to identify four key industries that have generated much of the turnover of the congresses and conventions: new technologies, automotive sector, pharmaceutical industries and construction companies . We also note the use of our sponsors of the club for product launches, team-building activities, campaigns or activities presenting loyalty among its clients.
The strength of the brand, coupled with the versatility and uniqueness of our spaces, has helped provide all the experiences of a high level of satisfaction, which encourages repeat those activities by customers and encourages the uptake of new accounts .
For the 2015-16 season it is to grow this business based on attracting new customers, building on new technologies and internationalization.
Restoration
The Santiago Bernabeu stadium currently has four first class restaurants, allocating to this line of business 4,000 m2 within our facilities:
Puerta 57 restaurant (located in Father Damien). It is still considered one of the top 10 places in the city, with very representative dishes of Madrid cuisine.
ZEN Market Restaurant (located in the Concha Espina avenue). It is accessed through a panoramic elevator and, no doubt, it is one of the best Asian restaurants in Madrid. It is one of the fastest internet bookings has received in the past year.
Restaurant La Esquina del Bernabeu (located in the Concha Espina avenue). Recently refurbished, it offers an exclusive area of skewers and a renewed dining room where a varied menu of meat and fish puededegustar. It stresses the summer terrace.
Real Café Bernabeu (located in the Concha Espina avenue). It offers a wide variety of cuisine constantly evolving focused on Mediterranean food.
Aramark, US multinational leader in the sector, strengthen its management this season stadium bars providing a new and modern management of this business line, as well as a wide range of products and services for our members and visitors, and incorporating service delivery in the stands, which guarantee a better deal during games.
This line of business due to an idea of business diversification within the stadium and complements other business activities such as corporate events and certain actions management capacity.
Real Madrid Café Dubai
After expiry of the first year since its opening, the performance of the business can be described as success. Real Madrid Café Dubai has become a local reference for all Real Madrid fans and football in general.
Located in a privileged area in Dubai (Jumeirah Beach Residence) and covering an area of over 1,000 m2, customers can enjoy a wonderful restoration, follow the games and all the latest Real Madrid live, admire history
Annual Report 2014 - 2015
Ingresosclub most successful in the world and have available a very high representation of official products.
On the occasion of the dispute of a first team friendly match in Dubai last December 29, 2014, took place the official opening of the premises, which was attended by the president, the players and the coaching staff. The event brought together thousands of fans of Real Madrid in the vicinity of the premises.
Marketing
relational
Madridista card
During the 2014-2015 season Madridistas loyalty program continued to increase the group of sympathizers card with more than 53,000 new high, reaching 610,000 cards issued.
Of note is the addition of 21,000 new Madridistas outside Spain, making the program an increasingly global product. This group increased its stake to 16% of all Madridistas.
The Madridista card is now in 180 countries. Mexico, United States, Colombia, Venezuela and the United Kingdom are the five in which there are as many licenses as a result of international expansion, has released a version of Madridistas program in Arabic, the third language in which the product and available. The incorporation of new sponsors in Arabic-speaking countries and the agreement with NBAD Bank have pushed launch this initiative which makes the product more attractive and closer to the followers residing in Saudi Arabia, Kuwait and United Arab Emirates.
Continuing the adaptation to new technologies, birthday greeting sent by email to all members and Madridistas.
eMadridistas
Regarding the number of registered supporters, this season they have added more than 90,000 new to the general database of the club, collected through various products and services offered. This group joins the rest of followers who enjoy the periodic messages sent from the club: newsletters, electronic bulletins ticket, special promotions and exclusive communications sponsor.
In the 2014-2015 season, there have been more than 21 million electronic submissions to the group of Madridistas and eMadridistas. In addition, the line has catered Madridista issued and managed more than 180,000 phone calls and more than 60% of attracting new supporters was carried out through different channels located in the Santiago Bernabeu stadium.
Real Madrid App & Mobile
Marketing
Real Madrid has continued this year as the club of reference in the field of new technologies, even after the agreement with Microsoft. In November, the club sealed a powerful alliance with the technology giant in order to be at the forefront of innovation. Among the many points of collaboration with Microsoft it will include the development of more innovative mobile application in the world of sport, which aired in May. Until then, the application of the club was already the reference app worldwide, and not just a football club, but any sports institution in May 2014 reaching more than 4,800,000 downloads since its launch.
New Real Madrid App
The club presented the May 19 its new application for mobile terminals being realized an old dream: to bring together the millions of fans of the club under one interactive platform with the most complete information on your computer.
The application comes as a new digital communication channel, covering the extraordinary social dimension of Real Madrid. In addition, the club will take the undisputed global consolidation of phones and tablets not only as a means of personal communication but also in support of entertainment and trading platform.
The application, which remains free, was born with a clear focus on entertainment, enjoy doing the follower with the team and offering a different offer of contents and services on match days and those in which no party. The application becomes depending on the section you want to go at all times, football or basketball, covering both teams equally. It will be available in Spanish, English, French, Arabic, Indonesian, Japanese and Chinese.
Probably the most attractive of the application is its great audio-visual experience: summaries, multi-angle replays, special cameras or delayed matches. Fans continue the team's games in a different manner maInforme, also having very full statistics are available, minute by minute and voice of the party in Spanish and English. On the occasion of the Tenth Anniversary, Real Madrid App offered an exclusive section where you could enjoy the game back to Lisbon, the moving documentary premiering at the heart of the Tenth and hear the song of the Tenth.
This comprehensive offer is complemented with audiovisual distribution in Real Madrid Realmadrid TV App, so that any amateur can watch live broadcast TV channel of the club and keep it informed of all the latest Real Madrid.
This application born from the close collaboration with Microsoft over the last year. Microsoft professionals in Spain, United States, India, Denmark, UK, Netherlands, Poland and China have worked together and enthusiastically to create Real Madrid App.
Games-Applications for smartphones
Real Madrid Fantasy Manager 15 is still the world leader in football games. In its 2015 version, with nearly one million downloads since its launch in November 2014, it has maintained the status of being one of the most downloaded worldwide sports games. This year, the game has continued to grow in a very special way in the tablets, reaching its exclusive edition Real Madrid over 6.5 million downloads since its launch in 2010 and remains one of the most prominent sports games on the world scene of the app. During this year he has incorporated innovative schemes of gameplay which has consolidated its leading position in its edition 2016 and this level of innovation will continue.
In addition, the club still has other applications as first class Imperivm Real Madrid, which will be widely available for Android; Trivia Fans Real Madrid, which was launched in October and is famous Asked developers / Trivia Crack; Real Madrid Real Madrid Talking Players or Powershot.
Real Madrid Kids Planet
Thinking of our youngest fans, the club has launched Real Madrid Kids Planet. This new game designed for the smallest of the house is born in this context allowing fans to club parents instill in their children the positive values of sport through his favorite football team.
Within the virtual world users will use a self-created avatar, or virtual representation of some of their favorite players and may participate in minigames, interact with others, to undertake missions which they will be assigned to assist in the smooth functioning of the planet or participate in leagues and tournaments training and competing against other players. Real Madrid in the universe Planet Kids younger know the most emblematic places of Real Madrid and the Santiago Bernabeu and Real Madrid City. The game is now available on PC, you will soon have its own mobile application and can also play on tablet.
Social media
The social networking profiles club have become a great source of links with Real Madrid. Real Madrid is present in all major platforms: Facebook, Twitter, Instagram, Line, Google+, Youtube, Ren Ren, and Tencent Weibo, in Spanish, English, French, Chinese, Japanese and Arabic. Real Madrid has in their social networks with more than 170 million followers worldwide. Notably, this year the growth of 358% Instagram account in which there were over 11 million followers.
Our Youtube channel has 1.76 million subscribers, who can access exclusive video of today and the history of the club.
Press
The relationship with all the world media has intensified this past season. 14,000 accreditations were processed and the stars of our football and basketball teams have appeared more than 1,700 times between interviews, mixed zones and press conferences.
Publications
Real Madrid has 13 publications with different formats edits throughout the year.
The reference publication, the magazine Hala Madrid, has increased its annual circulation up to 824,000 copies. The four editions since the summer of 2014 have led to house members and Madridistas image of the great triumphs for the club. In each has encartado as gifts
Special commemorative poster of each title.
Your child and adolescent version, the Hala Madrid Junior, also increased its annual circulation to 200,000 copies, reaching all Madridistas partners and between 7 and 14 years.
Among other publications include quarterly newsletters Hala Madrid online and eMadridistas, which have sent more than 342,921 users in Spanish and English.
Two publications are key players in games played Real Madrid in the Bernabeu: the party program Grada Blanca and press kit. Grada Blanca is distributed throughout the stadium (30,000 copies), and the press kit is delivered to all professionals who come to cover the party information.
Realmadrid data during the 2014-2015 TV season confirm that the contents of the channel are increasingly of interest to the public. Realmadrid TV up 16% of your audience and get better data from 2009-2010.
The channel shows a strong upward trend in the last six seasons has grown by 137% audience. Four of the five months the largest audience in the history of Realmadrid TV correspond to the 2014-2015 season.
Over the weekend, the youth live with spaces as Ciudad Real Madrid has consolidated its position in the channel grid. In addition, today played the first direct reference computer program has strengthened its broadcast coverage with new positions and two mobile units at the Santiago Bernabeu.
On weekdays, the news bulletins and schedules have been strengthened, making the channel an obligatory reference in monitoring the club today.
La Tertulia, in the afternoon, has significantly contributed to the increase in audience.
Realmadrid TV has promptly followed sporting success of the football and basketball teams, with special programming in the victories of both sections. The European Super Cup and the Club World Cup in soccer, Copa del Rey and Supercopa basketball ACB League and the Euroleague have undergone large deployments.
Realmadrid TV offered live all institutional events of the club. Since the introduction of players, renovations, presentation of Real Madrid App or the graduation ceremony of the School University Real Madrid-European University. Also welcomes in its programming events related to the Real Madrid Foundation in Spain and the rest of the world.
In the international version, Realmadrid TV can be seen in 50 countries. It started in 2005 and has grown significantly to the point of including platforms in the United States, the Middle East, France, Russia, Thailand and several African countries. This year also has joined the broadcast in India. Channel programming has begun to distribute in the five continents form of weekly specials blocks with the best content.
Sheets federal Real Madrid players' 50s, exposed at the Stadium Tour.
Operating income for the year 2014/15 reached the figure of € 578
million, representing an increase of 28 million € (5.1%) over the previous
year, continuing the growth trend that has allowed the club to maintain global
leadership of income during the past decade.
These revenues are derived from the business lines Club: stadium, friendly and international competitions, television and marketing. They do not include revenue from transfers of players whose results are reflected in another item of the income statement denominated operating result on disposal of fixed assets.
The business lines that have contributed to revenue growth in 2014/15 were the marketing and stadium.
Operating income
(Before disposal of fixed assets)
The contribution of partners, both share as fertilizers, representing 8.7% of total revenue.
In retrospect, in the period 1999 - 2015, revenues have grown at an average annual growth rate of 11%.
As for future developments, strengthening the image of the club through investment in major players and their commercial exploitation through the development of business lines and international expansion continue to be one of the main advantages of the Club to maintain its competitiveness and its position as a benchmark in world football.
Composition of Revenues
(Before disposal of fixed assets)
The Club has achieved a balanced structure of sources of income, contributing around a third of the total from each of the three areas (stadium, television and marketing).
Gradually, the club is reducing the relative weight of television revenue increases while the rest of income.
This diversification of recurring income sources confers economic stability Club, cushioning the impact of possible income oscillations motivated by both the sport and by the economic situation.
Personnel expenses Operating income
It is the ratio of total staff costs of the Club and operating income (before disposal of fixed assets).
This is the most widely used internationally to measure the operational efficiency of football clubs, their future viability requirement indicator. The lower the value of this ratio is the most efficient club.
Revenue growth is accompanied by an effort to contain costs and improve efficiency, thus, despite the impact of low sports staff, maintain the value of an efficiency ratio of 50%, which is considered the threshold excellence, well below the value of 70% which is the maximum level recommended by the European Club Association.
Operating income before depreciation and amortization
and disposal of fixed assets
(EBITDA before fixed asset disposals)
Operating profit or EBITDA (before disposal of fixed assets) is the operating surplus which manages the Club after deducting income from recurring activities, staff costs and other expenses of operations. It is the source of recurrent resources available to the Club to undertake investment in players and facilities that are defined in your development project and to meet their commitments of financial payment
In fiscal 2014/15 it has obtained an EBITDA (before disposal of fixed assets) of € 135 million, a figure € 10 million higher than the previous year. This improvement in profitability is due to revenue growth after deducting the costs of operating performance and after completing the corresponding provisions to cover risks and contingencies.
€ 135 million of EBITDA (before disposal of fixed assets) account for 23% of the € 578 million operating income: for every 100 euros of revenues were obtained 23 euros surplus once covered expenses.
From a retrospective point of view, the EBITDA (before disposal of fixed assets) shows a trend of improvement that finds, beyond the precise impact of the economic climate and sports achievements, the development of economic management aimed improving profitability through a combined effort of growth
revenue and cost containment.
Income statement
In fiscal 2014/15 they were obtained revenues amounting to € 578 million, € 28 million (5.1%) higher than the previous year and operating income before depreciation and disposal of fixed assets of € 135 million 10 million € (8.4%) higher than the previous year.
This result, after including income from player transfers and impairment of fixed assets, resulting in an EBITDA of € 203 million, € 39 million (23.7%) higher than the previous year. Gains on disposal of assets obtained in 2014/15 were € 27 million higher than the previous year, while costs have been assumed impairment of fixed assets € 1.5 million lower than the previous year.
In this operating surplus must be deducting depreciation and financial expenses. As for depreciation, spending has increased by € 33 million due to investments made in the acquisition of players and repurchase rights. Meanwhile, financial expenses decreased by € 1.5 million due to reduced financial costs.
Yet a benefit of € 56 million before taxes are calculated, 8 million € (15.9%) higher than the previous year. This result must be deducting tax expense, the effective rate over has increased as a result of the amendments to the tax legislation of corporation tax. This results in a profit after tax of € 42 million, € 3.5 million (9.1%) higher than the previous year is obtained.
In a difficult economic environment, high profit achieved shows the economic potential and profitability of the operations of the Club.
Fiscal Balance
During 2014/15, Real Madrid has incurred a cost of € 150,627 thousand in payment of taxes to state and local finance as well as contributions to Social Security.
This amount of € 150,627 thousand represents 26% of the revenue accruing to the Club: from 100 euros admitted, 26 euros is earmarked for payment of taxes and social security contributions.
Additionally, as a result of their economic activity, Real Madrid has joined Treasury amounting to 62,311 € in VAT (the difference between output VAT and input VAT to customers from suppliers).
Therefore, in total count, the direct contribution of Real Madrid to tax revenues and local authorities as well as the Social Security has been an amount of 212,938 €.
Real Madrid is 30 June 2015 fully aware of paying all their tax obligations.
Investments
In fiscal year 2014/15 the Club has invested an amount of € 240 million: € 21.6 million has been allocated to the improvement and development of facilities and the design and implementation of the technological platform that supports the development of digital activity of the Club; € 189 million have been earmarked for the acquisition of players and 29.5 M € have been allocated to a non-recurring for the repurchase of investment exploitation rights.
A significant part of the investment effort in players has been self-financed through the revenue from transfers, which amounted to € 114 million. Thus, the number of net investment in sports staff (procurement-transfer) was 75 million €.
Noting the evolution of investments in the period 2000-2015 it is found that the club, as well as investing in players has also allocated a significant portion of their investments to the construction and improvement of its facilities:
•
€ 231 million for the stadium both to modernize the facilities and improve their quality and functionality for viewers to provide media facilities and services that enable greater commercial exploitation of the stadium, which generates a significant annual economic return.
•
€ 184 million for the construction of the Ciudad Real Madrid, already considered the biggest sports center ever built by a football club, with a larger than the old sports city total area of 120 hectares, 10 times. Real Madrid City for its location in one of the most developed areas of the capital and its excellent communications, is a strategic location and first class location for facilities dedicated to leisure and sport. In recent years it should be noted the great improvement achieved facilities with the construction of residences the first team and quarry, a goal that the club coveted for years, as well as the construction of a pavilion basketball training and two new training camps.
Treasury
It closed the year with a cash balance of € 109 million. This balance is lower than the previous year mainly due to two non-recurring factors:
- The payment in this year of premiums for sporting achievements in the previous year, especially the Champions League title.
- Payment practically spot much of the non-recurring investments made during the year, particularly investment repurchase rights.
This cash balance over the funds available, along with the cash flow generated in the fiscal year 2015/16, will allow comfortably meet the payment obligations expected to be made in that year.
Net debt
Club Net debt stood at a value of € 96 million at June 30, 2015.
The Club has made over the last 6 years an intense and sustained effort to reduce debt, despite the upturn occurred in the current year driven by non-recurring cash payments previously mentioned.
Relating the amount of the debt repayment capacity of the Club, represented by ordinary cash flow (measured by the EBITDA figure: € 203 million), the ratio Net Debt / EBITDA is obtained, one of the most commonly used indicators solvency, reaching a value of from 0.5 to 30 June 2014, a value that is located within the range of high credit quality financial institutions.
Equity
Equity represents the equity of the Club: are the funds with borrowed funds, consisting of net financial debt, fund capital invested by the Club for the development of its activity.
Net worth is the accounting measure of the value of the company. In an organization like Real Madrid, where no dividend, the annual change in net asset value corresponds to the amount of the profit after tax earned annually (and any revaluation effects).
As a result of the profits, the Club has been increasing every year the value of its net assets up to 30 June 2015 to a value of € 412 million, € 42 million higher than the previous year (net profit for the year).
The higher the value of equity relative to debt, the Club has more value, more solvent and having greater financial autonomy, as the capital investment is funded to a greater extent by equity rather than debt capital. The ratio net debt / equity is thus used as an indicator of solvency and financial autonomy: the lower the value of this ratio, the club is solvent and has greater financial autonomy.
The value of this ratio has been declining over recent years, reaching a value of 0.2 at 30 June 2015: the value of net debt represents 23% of net asset value, which represents a situation of high solvency and financial autonomy.
The value of assets / liabilities at June 30, 2015 is € 1.032 billion, a figure € 59 million higher than the previous year.
On the assets side, noncurrent assets increased € 88 million: € 49 million increase in the book value of fixed assets of players to be greater the amount of investment than depreciation and disposals for the year and increases by 12 million € the value of other intangible assets due to the unamortized portion in the exercise of repurchase rights investment and investment in the development of the digital platform. The value of tangible assets decreased € 6 million investment to be less than the sum of amortization and impairments exercise. The amount of receivables from player transfers increased by € 16 million for the outstanding receivables in excess of one year resulting from transfers made during the exercise term. The amount of deferred tax assets increased by € 15 million mainly due to the deferred tax assets generated by the tax rules relating to fixed tax deductibility of part of the depreciation expense for the year.
Current assets decreased € 29 million: the amount of receivables from player transfers increased by € 22 million for the outstanding receivables of less than one year resulting from transfers made in the year and the balance of trade receivables deadline has increased € 17 million due to a significant new commercial contract that has claimed as contract in July 2015, therefore already in the following year. The cash balance decreased by € 65 million non-recurring premium payments for the previous year and investment repurchase rights.
On the liability side, it should be noted: total bank debt (long + short term) has been reduced by € 10 million due to writedowns made. Assessment credit payment pending investments have increased by € 11 million due to investments made during the year in both template and sports facilities and repurchase rights. The increase in the outstanding balance has been very moderate in relation to the significant amount of investment because a large part of the investments have been paid cash virtually, especially repurchase rights. The balance of outstanding remuneration payment, according to the contracts, decreased by € 10 million as net result on the one hand a decrease for the payment of rewards for sporting achievements of the previous year and secondly an increase in the changes in the cost of sports staff and payments committed by sports casualties. Equity stood at the year at a value of € 412 million, € 42 million higher than last year (net profit for the year).
Budget
Season
2015-2016
Operating income (before disposal of fixed assets) are € 581.6 million, € 3.9 million higher than the previous year. Higher revenues from the summer tour, the Champions League and marketing contracts offset by certain non-recurring income earned in the previous year, including income from participations in the Spain Super Cup, European Super Cup and the World Club.
Staff costs evolve according to contracts and composition of sports insoles. In all, spending € 20.5 million decrease over the previous year.
The entire rest of operating expenses before depreciation and amortization (supplies + operations + provisions) are reduced by € 24.6 million as a result of the evolution of the activities and lower costs for contingencies.
As a result of the evolution of income and expenses, it budgeted operating profit before depreciation and disposal of fixed assets € 184.0 million, € 49.0 million higher than the previous year.
Gains on sale of fixed assets is € 0.1 million (€ 68.4 million lower than the previous year where the transfer of Di Maria and Morata occurred, among others). As a result, EBITDA of € 184.1 million, € 19.4 million less than budgeted last year.
an operating profit of 60.2 million is budgeted after absorbing amortization expense of € 123.8 million (€ 15.8 million lower than the previous year due to additions and retirements performed as well as lower amortization buyback exploitation rights).
A net financial expense of € 4.3 million, € 3.6 million below the previous year due to lower financial costs and lower costs associated with the acquisition of players is budgeted.
As a result of the above, a profit of € 56 million is budgeted pre-tax, in line with the previous year.
These revenues are derived from the business lines Club: stadium, friendly and international competitions, television and marketing. They do not include revenue from transfers of players whose results are reflected in another item of the income statement denominated operating result on disposal of fixed assets.
The business lines that have contributed to revenue growth in 2014/15 were the marketing and stadium.
Operating income
(Before disposal of fixed assets)
The contribution of partners, both share as fertilizers, representing 8.7% of total revenue.
In retrospect, in the period 1999 - 2015, revenues have grown at an average annual growth rate of 11%.
As for future developments, strengthening the image of the club through investment in major players and their commercial exploitation through the development of business lines and international expansion continue to be one of the main advantages of the Club to maintain its competitiveness and its position as a benchmark in world football.
Composition of Revenues
(Before disposal of fixed assets)
The Club has achieved a balanced structure of sources of income, contributing around a third of the total from each of the three areas (stadium, television and marketing).
Gradually, the club is reducing the relative weight of television revenue increases while the rest of income.
This diversification of recurring income sources confers economic stability Club, cushioning the impact of possible income oscillations motivated by both the sport and by the economic situation.
Personnel expenses Operating income
It is the ratio of total staff costs of the Club and operating income (before disposal of fixed assets).
This is the most widely used internationally to measure the operational efficiency of football clubs, their future viability requirement indicator. The lower the value of this ratio is the most efficient club.
Revenue growth is accompanied by an effort to contain costs and improve efficiency, thus, despite the impact of low sports staff, maintain the value of an efficiency ratio of 50%, which is considered the threshold excellence, well below the value of 70% which is the maximum level recommended by the European Club Association.
Operating income before depreciation and amortization
and disposal of fixed assets
(EBITDA before fixed asset disposals)
Operating profit or EBITDA (before disposal of fixed assets) is the operating surplus which manages the Club after deducting income from recurring activities, staff costs and other expenses of operations. It is the source of recurrent resources available to the Club to undertake investment in players and facilities that are defined in your development project and to meet their commitments of financial payment
In fiscal 2014/15 it has obtained an EBITDA (before disposal of fixed assets) of € 135 million, a figure € 10 million higher than the previous year. This improvement in profitability is due to revenue growth after deducting the costs of operating performance and after completing the corresponding provisions to cover risks and contingencies.
€ 135 million of EBITDA (before disposal of fixed assets) account for 23% of the € 578 million operating income: for every 100 euros of revenues were obtained 23 euros surplus once covered expenses.
From a retrospective point of view, the EBITDA (before disposal of fixed assets) shows a trend of improvement that finds, beyond the precise impact of the economic climate and sports achievements, the development of economic management aimed improving profitability through a combined effort of growth
revenue and cost containment.
Income statement
In fiscal 2014/15 they were obtained revenues amounting to € 578 million, € 28 million (5.1%) higher than the previous year and operating income before depreciation and disposal of fixed assets of € 135 million 10 million € (8.4%) higher than the previous year.
This result, after including income from player transfers and impairment of fixed assets, resulting in an EBITDA of € 203 million, € 39 million (23.7%) higher than the previous year. Gains on disposal of assets obtained in 2014/15 were € 27 million higher than the previous year, while costs have been assumed impairment of fixed assets € 1.5 million lower than the previous year.
In this operating surplus must be deducting depreciation and financial expenses. As for depreciation, spending has increased by € 33 million due to investments made in the acquisition of players and repurchase rights. Meanwhile, financial expenses decreased by € 1.5 million due to reduced financial costs.
Yet a benefit of € 56 million before taxes are calculated, 8 million € (15.9%) higher than the previous year. This result must be deducting tax expense, the effective rate over has increased as a result of the amendments to the tax legislation of corporation tax. This results in a profit after tax of € 42 million, € 3.5 million (9.1%) higher than the previous year is obtained.
In a difficult economic environment, high profit achieved shows the economic potential and profitability of the operations of the Club.
Fiscal Balance
During 2014/15, Real Madrid has incurred a cost of € 150,627 thousand in payment of taxes to state and local finance as well as contributions to Social Security.
This amount of € 150,627 thousand represents 26% of the revenue accruing to the Club: from 100 euros admitted, 26 euros is earmarked for payment of taxes and social security contributions.
Additionally, as a result of their economic activity, Real Madrid has joined Treasury amounting to 62,311 € in VAT (the difference between output VAT and input VAT to customers from suppliers).
Therefore, in total count, the direct contribution of Real Madrid to tax revenues and local authorities as well as the Social Security has been an amount of 212,938 €.
Real Madrid is 30 June 2015 fully aware of paying all their tax obligations.
Investments
In fiscal year 2014/15 the Club has invested an amount of € 240 million: € 21.6 million has been allocated to the improvement and development of facilities and the design and implementation of the technological platform that supports the development of digital activity of the Club; € 189 million have been earmarked for the acquisition of players and 29.5 M € have been allocated to a non-recurring for the repurchase of investment exploitation rights.
A significant part of the investment effort in players has been self-financed through the revenue from transfers, which amounted to € 114 million. Thus, the number of net investment in sports staff (procurement-transfer) was 75 million €.
Noting the evolution of investments in the period 2000-2015 it is found that the club, as well as investing in players has also allocated a significant portion of their investments to the construction and improvement of its facilities:
•
€ 231 million for the stadium both to modernize the facilities and improve their quality and functionality for viewers to provide media facilities and services that enable greater commercial exploitation of the stadium, which generates a significant annual economic return.
•
€ 184 million for the construction of the Ciudad Real Madrid, already considered the biggest sports center ever built by a football club, with a larger than the old sports city total area of 120 hectares, 10 times. Real Madrid City for its location in one of the most developed areas of the capital and its excellent communications, is a strategic location and first class location for facilities dedicated to leisure and sport. In recent years it should be noted the great improvement achieved facilities with the construction of residences the first team and quarry, a goal that the club coveted for years, as well as the construction of a pavilion basketball training and two new training camps.
Treasury
It closed the year with a cash balance of € 109 million. This balance is lower than the previous year mainly due to two non-recurring factors:
- The payment in this year of premiums for sporting achievements in the previous year, especially the Champions League title.
- Payment practically spot much of the non-recurring investments made during the year, particularly investment repurchase rights.
This cash balance over the funds available, along with the cash flow generated in the fiscal year 2015/16, will allow comfortably meet the payment obligations expected to be made in that year.
Net debt
Club Net debt stood at a value of € 96 million at June 30, 2015.
The Club has made over the last 6 years an intense and sustained effort to reduce debt, despite the upturn occurred in the current year driven by non-recurring cash payments previously mentioned.
Relating the amount of the debt repayment capacity of the Club, represented by ordinary cash flow (measured by the EBITDA figure: € 203 million), the ratio Net Debt / EBITDA is obtained, one of the most commonly used indicators solvency, reaching a value of from 0.5 to 30 June 2014, a value that is located within the range of high credit quality financial institutions.
Equity
Equity represents the equity of the Club: are the funds with borrowed funds, consisting of net financial debt, fund capital invested by the Club for the development of its activity.
Net worth is the accounting measure of the value of the company. In an organization like Real Madrid, where no dividend, the annual change in net asset value corresponds to the amount of the profit after tax earned annually (and any revaluation effects).
As a result of the profits, the Club has been increasing every year the value of its net assets up to 30 June 2015 to a value of € 412 million, € 42 million higher than the previous year (net profit for the year).
The higher the value of equity relative to debt, the Club has more value, more solvent and having greater financial autonomy, as the capital investment is funded to a greater extent by equity rather than debt capital. The ratio net debt / equity is thus used as an indicator of solvency and financial autonomy: the lower the value of this ratio, the club is solvent and has greater financial autonomy.
The value of this ratio has been declining over recent years, reaching a value of 0.2 at 30 June 2015: the value of net debt represents 23% of net asset value, which represents a situation of high solvency and financial autonomy.
The value of assets / liabilities at June 30, 2015 is € 1.032 billion, a figure € 59 million higher than the previous year.
On the assets side, noncurrent assets increased € 88 million: € 49 million increase in the book value of fixed assets of players to be greater the amount of investment than depreciation and disposals for the year and increases by 12 million € the value of other intangible assets due to the unamortized portion in the exercise of repurchase rights investment and investment in the development of the digital platform. The value of tangible assets decreased € 6 million investment to be less than the sum of amortization and impairments exercise. The amount of receivables from player transfers increased by € 16 million for the outstanding receivables in excess of one year resulting from transfers made during the exercise term. The amount of deferred tax assets increased by € 15 million mainly due to the deferred tax assets generated by the tax rules relating to fixed tax deductibility of part of the depreciation expense for the year.
Current assets decreased € 29 million: the amount of receivables from player transfers increased by € 22 million for the outstanding receivables of less than one year resulting from transfers made in the year and the balance of trade receivables deadline has increased € 17 million due to a significant new commercial contract that has claimed as contract in July 2015, therefore already in the following year. The cash balance decreased by € 65 million non-recurring premium payments for the previous year and investment repurchase rights.
On the liability side, it should be noted: total bank debt (long + short term) has been reduced by € 10 million due to writedowns made. Assessment credit payment pending investments have increased by € 11 million due to investments made during the year in both template and sports facilities and repurchase rights. The increase in the outstanding balance has been very moderate in relation to the significant amount of investment because a large part of the investments have been paid cash virtually, especially repurchase rights. The balance of outstanding remuneration payment, according to the contracts, decreased by € 10 million as net result on the one hand a decrease for the payment of rewards for sporting achievements of the previous year and secondly an increase in the changes in the cost of sports staff and payments committed by sports casualties. Equity stood at the year at a value of € 412 million, € 42 million higher than last year (net profit for the year).
Budget
Season
2015-2016
Operating income (before disposal of fixed assets) are € 581.6 million, € 3.9 million higher than the previous year. Higher revenues from the summer tour, the Champions League and marketing contracts offset by certain non-recurring income earned in the previous year, including income from participations in the Spain Super Cup, European Super Cup and the World Club.
Staff costs evolve according to contracts and composition of sports insoles. In all, spending € 20.5 million decrease over the previous year.
The entire rest of operating expenses before depreciation and amortization (supplies + operations + provisions) are reduced by € 24.6 million as a result of the evolution of the activities and lower costs for contingencies.
As a result of the evolution of income and expenses, it budgeted operating profit before depreciation and disposal of fixed assets € 184.0 million, € 49.0 million higher than the previous year.
Gains on sale of fixed assets is € 0.1 million (€ 68.4 million lower than the previous year where the transfer of Di Maria and Morata occurred, among others). As a result, EBITDA of € 184.1 million, € 19.4 million less than budgeted last year.
an operating profit of 60.2 million is budgeted after absorbing amortization expense of € 123.8 million (€ 15.8 million lower than the previous year due to additions and retirements performed as well as lower amortization buyback exploitation rights).
A net financial expense of € 4.3 million, € 3.6 million below the previous year due to lower financial costs and lower costs associated with the acquisition of players is budgeted.
As a result of the above, a profit of € 56 million is budgeted pre-tax, in line with the previous year.
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