Although the Estadio Santiago Bernabéu is not yet operating at full capacity, its financial impact on Real Madrid is already massive. In the first six months of the season, the club earned almost as much from non-matchday activities as it did throughout the entire previous season.

Over €1 billion in annual revenue

According to the published financial reports, between July and December 2024, Real Madrid generated €43.9 million in non-matchday stadium revenue – accounting for over 95% of the total income from this category for the entire 2023/24 season. A significant increase was also recorded on matchdays, with ticket sales, season passes, and membership fees rising from €94.5 million to €149.6 million, a jump of 58.3%.

Real Madrid, the first football club in history to surpass €1 billion in annual revenue, is on track for another record. In the first six months of the 2024/25 season, the club earned €589.8 million – 27.9% more than in the same period of the previous season.

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Phenomenal attendance

The new Estadio Santiago Bernabéu has been drawing massive crowds. Even the least attractive fixture—a September match against Alavés—brought in 67,480 spectators, while over 70,000 fans attended each of the other 19 matches. This surge in attendance has translated into higher ticket and season pass revenue, which grew by 58.3% compared to the previous season. The highly anticipated Corazón Classic Match has also been a massive success, with tickets selling out at record speed.

Although renovation work is still ongoing—including improvements to the stadium’s surroundings, new commercial areas, and the museum—the Bernabéu Tour remains a major attraction. Ticket prices have increased to €35, and revenue from the tour and RM Experience reached €24.3 million, a 77.5% jump from the same period last season. For comparison, the entire 2023/24 season generated €30.2 million from this activity.

Growth in marketing and sponsorship revenue

Real Madrid’s success on and off the pitch has also driven a rise in marketing revenue. In the first half of the season, the club recorded €250.4 million in marketing income—an impressive 38.6% increase compared to the previous year. Sales from official club stores grew by 39.6%, generating €49.6 million, while sponsorship and licensing revenue climbed 37.2% to €157.7 million. A major contributor to this growth was the new partnership with HP, which joined Emirates and Adidas as a main sponsor of Real Madrid’s football teams in December 2023.