The Real Madrid Way by Steven G. Mandis

Author:Steven G. Mandis [Mandis, Steven G.]
Language: eng
Format: epub
ISBN: 9781942952558
Publisher: BenBella Books, Inc.

He is a great player who is going to become part of the club’s great history. He’s got a global appeal. He is a man of our times and a symbol of modern-day stardom and what is certain is Real have signed Beckham because he’s a great footballer and a very dedicated professional. His team spirit is unsurpassed and he is one of the best English players of all time and if only because of that he is with us. We love Beckham because he makes us the best team on and off the [field].

When Florentino finished, Di Stéfano welcomed Beckham and presented him with a Real Madrid jersey bearing the number 23. Beckham had selected 23 because it was the famous jersey number of star NBA basketball player Michael Jordan. Florentino told the twenty-eight-year-old celebrity, “You have come from the theater of dreams to play for the team of your dreams.” Beckham responded with “Joining Real Madrid is a dream come true . . . Hala Madrid!” The exchange was a reminder that Real Madrid, unlike every other team in the world of soccer, is not a stepping-stone in the professional path of a soccer player or an investment opportunity for a billionaire or investment group. Real Madrid is unique in that it is the pinnacle of any player’s career.

As Beckham ran around the field for photos, a small boy crawled under the fence and ran toward his new hero. Security rushed to catch the boy, but Beckham insisted the boy could stay and gave him a hug.

Shortly after the signing, Real Madrid sent the team on a seventeen-day Asian tour, with exhibition games in Beijing, Tokyo, Hong Kong, and Bangkok, leveraging Beckham’s popularity in Asia and earning Real Madrid net profits of €10 million. The live experience fueled the Real Madrid community in Asia and attracted more fans. Real Madrid’s sustainable economic-sport strategy was working.

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