The Bernabéu stadium has completed a transformation process, which beyond the structural remodeling, has also included the consolidation of its own brand, with specific naming and logo. Thus, in recent days, the home of Real Madrid has revealed the visual identity with which it seeks to make the leap from a football stadium to a global luxury brand.

The new image was unveiled in mid-November, coinciding with the celebration of the first NFL (National Football League) game in Spain, which hosted the Madrid team’s stadium and pitted the Miami Dolphins against the Washington Commanders, with the former winning.

The club’s management understood the uniqueness of the occasion as an opportunity to present the new brand of the stadium, which aspires to be a reference space for the celebration of all types of mass events, from sporting events to concerts by international stars (it has already hosted Taylor Swift’s passage through our country in 2024), as well as a prominent point for leisure and catering.

The stadium is now called Bernabéu, retaining only the surname of the person who was President of Real Madrid between 1943 and 1978. It has been decided to simplify the name, presumably seeking more impact, an adaptation to the popular name given to the enclave and a more friendly identification for international football fans. With this, the stadium would respond to its international ambitions without losing its essence and tradition.

The change is accompanied by the institutionalization of its own visual identity that places the new form and aesthetics of the stadium as the epicenter of the image. Thus, it presents a series of wavy lines, in metallic color, that evoke the new façade and the silhouette of the stadium, under a minimalist perspective.

The image has been seen over the last three weeks in the stadium communication. Until then, in the audiovisual materials only the expression of the name appeared accompanying the broadcast of the events in the stadium.

The celebration of the new stadium with its own logo expands the relevance that the club has given to the space in recent months. It is already being applied in the promotion of the events it hosts, as well as in merchandising products related exclusively to the stadium, underpinning a separation between the identity of the venue and that of the club.

On the other hand, the identity of the stadium will soon be reinforced with the update of the name of the Madrid Metro station that accompanies it. As the Community of Madrid already announced a few years ago, starting in 2027 the station will align its name with that of “Bernabéu” and will present a new appearance and greater capacity, all coinciding with the 80th anniversary of the facility, inaugurated in 1947.