The Santiago Bernabeu Stadium is one of the most iconic symbols of Real Madrid and football in general. Now, it looks like this icon could be given a new name.
Reports suggest the club plans to simplify the stadium's name, leaving it simply as “Bernabeu.” This change, which is currently limited to marketing and merchandising strategies, has already been reflected in the club's digital platforms. For instance, the stadium's official website now uses only “Bernabeu,” as do the club's social media accounts and the famous “Bernabeu Tour.”
These adjustments have sparked debate among fans and club members, as the current name honours Santiago Bernabeu, a pivotal figure in the history of Real Madrid who served as its president from 1943 to 1978.
? BREAKING: Real Madrid have decided to change the name of their stadium:
‘Santiago’ will be removed, it will be called ‘The Bernabéu’. @marca pic.twitter.com/SB7seTSBCd
— Madrid Xtra (@MadridXtra) December 26, 2024
Santiago Bernabeu makes way for commercial gain
The potential name change is not just about brand simplification but also opens the door to possible sponsorship opportunities. Adding a commercial name to the stadium could become a significant source of revenue, particularly after the multimillion-pound investments made in its recent renovation. While no official sponsor has been announced, this practice is common in modern football, with European giants like Bayern Munich, Arsenal, Manchester City, and even Manchester United might be planning to implement similar models.
Despite the club's efforts, any definitive change to the stadium's name would require approval from Real Madrid's General Assembly of members. This body, representing the interests of the club's most loyal supporters, would have the final say on a decision that, if implemented, could mark a turning point in the club's history. The question remains whether the members would agree to a change that might be perceived as sacrificing historical identity in favour of commercial interests.
FGG says: Single word names are cool?
We get it: Emirates, Anfield, and Etihad are all easier to say and make a lot of commercial sense. You could easily imagine the ‘Anfield Nike Arena' as a name, whereas ‘Old Trafford Snapdragon Stadium' just doesn't roll off the tongue as well. The Bernabeu is iconic for Madrid, and as such, it will likely survive any name change. It will all come down to how much fans want to cling to the Santiago part of the name.
Regardless, the name Bernabeu still offers devotion to a club icon, and fans who wish to refer to it as Santiago Bernabeu will still do so. Similarly, even if a sponsor name is added to the stadium name as it is, most fans won't say it. Do we really call it Spotify Camp Nou?