Real Madrid CF, the Spanish professional football club based in Madrid, Spain, announced an expansive omnichannel retail program, inclusive of a new online store, the relaunch of three stores in Madrid and a new Flagship Megastore at the Estadio Santiago Bernabéu. Real Madrid has partnered with Legends to manage all merchandise operations.

The e-commerce platform will be available in eight languages and feature upgraded design elements and user experience.

“The official online store is a key pillar in Real Madrid’s digital strategy that puts the fan experience squarely at the center of the business,” Real Madrid said in a statement. “A true omnichannel experience is a fundamental part of the strategy, and the partnership with Legends takes a major step toward the vision of a comprehensive shopping experience, online and in stores, for all Socios, Madridistas, and fans around the world to find their favorite official products. The comprehensive retail program will promote relevant offers in a seamless purchase experience, whenever and where ever fans go to engage with the team.”

The Real Madrid Flagship Megastore will open its doors as part of the ongoing transformation of the Estadio Santiago Bernabéu, the team’s stadium. Later this year, Real Madrid will open an interim Megastore at the stadium with two floors on the south side of the stadium.  Additionally, Legends will reopen three Real Madrid stores in downtown Madrid. The official team stores are in El Carmen, Gran Via, and Arenal, with additional official stores located in Barcelona and Mexico.

Photo courtesy Real Madrid