The Legendary Ten: From Humble Beginnings to Big Business

By Brian Boedker

The Legendary Ten provides a comprehensive insight to the best European football Clubs. It shows the clubs Ownership and Organisation and which Strategy and Tactics have provided Results, both on and off the pitch.

Among all the European football clubs there are ten which are legendary. These ten clubs are: Real Madrid, AC Milan, Liverpool FC, FC Bayern München, FC Barcelona, FC Internazionale, AFC Ajax, Manchester United, Juventus FC and SL Benfica. These ten clubs have all set clear marks in football history and have all ruled supreme for more than one period. They continue to be among the best in the world, because they have the ability to attract benefiters, which enables the club to have a world-class team which wins Cups. Year after year. Decade after decade. Some clubs are good. Some clubs are great. And some clubs are legendary. And Legends never die – they reload!

The Legendary Ten shows the similarities of these ten best European football clubs, and where they differ. It shows why these ten legendary clubs are too big to fail due to their status as social institutions, which give hope, meaning and cohesion between their supporters.

The Legendary Ten shows why and how the best European clubs want to be successful, and how they bring meaning, cohesion and pride to thousands of people. It shows that winning is the style, which always endures, but also shows why a beautiful defeat can be useful in a greater context.


If you find that football clubs are just organisers of twenty-two players chasing a ball, this book will give you the insight to why football clubs is so much more than that.

And if you are a football-nerd, there is loads of new insights and knowledge about your favorite clubs.

• Language: English
• Publisher: BookBaby
• Release date: Jan 8, 2016
• ISBN: 9781682228883

Book preview

yourself.

The Spanish word for football is Fútbol. Fútbol is fuelled by the combination of an urge to express identity and the hot-blooded temperament of the Spaniards. When these two features combine the result is a high-octane mixture that sometimes explodes. The context in which Fútbol exists is very different to that of other European countries. Fútbol reflects Spain’s historical struggle to find a way for differing nationalities to live alongside one another. In particular, the struggle between central Madrid and the region of Catalonia and the Basque country has been expressed through their respective football clubs.

In Spain Fútbol is discussed anytime and anywhere. Not only are the details about the players and the tactics discussed, but also all the controversies the statements and the actions that surround the game are up for debate. When looking at Fútbol from the outside, there are three particular characteristics that can explain something about the complex phenomena of Spanish football:

• Fútbol is equally beautiful and brutal

• Fútbol is a backdrop for displaying national identity

• Spanish clubs have passionate owners – socios

There are few places in the world where the legendary words from former Liverpool coach, Bill Shankly that "Football isn’t a matter of life or death, it’s much more important than that!" hold more meaning than in Spain. Some Spanish football clubs have been focal point for displaying nationalism, and the rivalry between some clubs has led to an arms race in players and coaches in order to achieve football hegemony.

Fútbol is equally beautiful and brutal

If you study Spain’s history it is clear that Spain has traditionally been a somewhat brutal and unforgiving country. Spain has a long tradition of exploring the world to conquer and colonise territories. The country followed in the footsteps of pioneering explorers such as Christopher Columbus and began colonising much of South and Latin America. These new colonies made Spain wealthy. Spain enforced its culture and language in these colonies, which is one of the reasons for the Spanish language being the world’s second most commonly spoken first language. The characteristic of conquering is instilled in the Spanish soul, as exemplified in, for example, football and bullfighting. There is a Spanish word, Machacar which, roughly translated, means crush without mercy. The concept derives from bullfighting and illustrates that, in bullfighting, the bull never gets off the hook, and eventually dies. It is a very macho characteristic; a quest for dominance and respect through humiliation of the opponent. The assumption to bullfighting is, if you allow the bull some space and mercy, he will turn on you and hunt you down. Equally, if you show the opponents mercy, they won’t fear you the next time you encounter them. The concept of Machacar does not only apply to bullfighting.

Spain has a bloody history, both as a colonial power and also in terms of internal stability. Spain is a country consisting of 17 different autonomous regions and 2 autonomous cities divided by regional, cultural and political differences. Governed from Madrid, the city was founded in central Spain in 1516. For the reason, the Spanish state struggles with legitimacy and cohesion. Historically there has been a low degree of unity between some regions and the central government, which has led to a traditionally loosely-connected state. Spain can be seen as a piece of land which is inhabited by several groups of people with different cultures, history and languages, with many having dreams of statehood and independence from Central Spain.

There has been internal chaos within Spain on more than one occasion. The most obvious example being the 1936-1939 Spanish Civil War, in which over 500,000 people died. The war was fought between the left-wing Republicans, true to the democratically-elected government, and the pro-fascist Nationalists, who wanted to protect the establishment and feared national fragmentation. The Nationalists’ ultimate victory resulted in the fascist dictatorship of General Francisco Franco. During his 36-year regime the centralisation of Madrid was further reinforced. The different regional identities were brutally suppressed, and regional languages and dialects strongly discouraged. The Spanish civil war left the country with noticeable scars, but never eradicated the urge for independence in some regions.

The desire for freedom and independence is strong, particularly in northern Spain; in the Basque and Catalonian regions, the local culture and language flourish and the desire for full autonomy is prevalent. So much so, in fact, that some Basques formed the group ETA, which has often resorted to violence in seeking independence from Spain and France. The desire is equally noticeable in Catalonia, though they have fought the battle on the political battlefields, and through the symbolic unarmed army of Catalonia, also called FC Barcelona.

Fútbol is a backdrop for displaying regional identity

Catalonia is more than a region in Spain. It is a nation, one proud of its language, culture and history. Much of the history of Catalonia, as viewed by a majority of Catalans, is, however, a story of humiliation and frustration. The Catalans feel that the aspirations of this region have been curbed by central Madrid. The potential of Barcelona to be one of the great capitals of the Mediterranean has never fully been realised because the Spanish state has lain claim many of the region’s resources.

In 2012 a regional Catalonian parliamentary election resulted in a victory for parties that would break the region free from Spain. The most recent struggle was a disagreement over not having control over their own taxes, with the Catalans voting in parties that would take steps towards breaking free from the Spanish state. Today, Catalonia is a rich region, which produces 20% of Spain’s economy and 25% of Spain’s exports. From the Catalan perspective they send all their money to Madrid, which distributes it to the poorer regions in Spain – a classic centre-periphery conflict. In January 2014 the regional Catalonian parliament decided a referendum to hold an official election on whether Catalonia should be an independent state and break free from Spain. The election was to be held in 2014 where 80.8% yes to independence for Catalonia. The in Madrid declared it illegal and unconstitutional, so the elections did only have symbolic value

Catalonia’s urge and desire for autonomy has a long history and the desire is still strong. This despite the region now having self-governance and speaking their own language. Historically, Catalonia overcame Moorish occupation in the early 8th century, long before the rest of Spain. It was united under Count Wilfred the Hairy, who is considered by some as the founder of Catalonia. But it was another Catalan warrior, Count Borell II, who finally broke free from the invading French King Hugh Capet and gave birth to political Catalonia in the year 988.

Catalonia prospered economically over the 18th and 19th centuries, exporting wool and paper and embracing the industrial revolution before the rest of Spain. This provided jobs for thousands of immigrants from other regions, in effect subsidising the less developed areas of Spain. The Catalans have never felt they have received gratitude for bringing wealth to other parts of Spain, and look upon the rest of Spain, and Madrid in particular, as arrogant, intolerant and ungrateful.

The collapse of the Spanish Empire with the loss of Cuba in 1898 fuelled Catalan nationalism. The year after FC Barcelona was founded, a focus on Catalan nationalism started, along with the re-emergence of a Catalan nationalist party, parliament and newspapers. FC Barcelona was a crucial part of Catalonia’s newfound optimism and prosperity. In 1923 General Primo de Rivera took power in Spain with a military coup. Primo de Rivera despised separatism and he particularly despised Catalan nationalism. He forbade the use of the Catalan flag Les Senyeras. In addition, all members of FC Barcelona had to be registered and all communication had to be in Spanish. After the Spanish civil war General Franco continued this policy, taking a harsh stance against FC Barcelona by changing the emblem and management. However, although the management of FC Barcelona was hand-picked by the regime, the club still provided an outlet for the Catalan people’s suppressed emotions and the club was still the focal point for Catalan dreams and hopes for independence.

One of the few places where the Basques and the Catalans could express their identity was at the football stadium. The stadiums and their local football clubs became symbols for the region. The stadium was not only a place for amusement, but also the backdrop for the battle between the region’s desire for independence and the central government’s struggle for unity. When Catalans, and Basques in particular, cheer at the stadium, they not only cheer on a team, they cheer on an identity, a culture and a language. Therefore, the stadiums and the football clubs in Catalonia and the Basque country have become cultural battlefields. That still applies today and the emotions that run Spanish football are more deeply rooted than in other leagues. Put simply, it is because the team they cheer on represents their entire regional identity. In that context Fútbol is a cypher for expressing and marking the regional, cultural and political differences in Spain. Football in Spain reflects and represents the regional cultures, much more so than any other country in Europe.

This cultural battle on and off the pitch is especially noticeable between Real Madrid and FC Barcelona. FC Barcelona is very expressive about their Catalonian identity. The club sees itself as the focal point for rallying the Catalans, the public face of Catalonian culture. This is reflected in the club’s motto: Més que un club – more than a club. If FC Barcelona wins, it encourages the people and makes them proud to be Catalonian. But it also makes them bolder in their claims for independence for Catalonia.

Real Madrid, on the other hand, is not so much on the cultural and symbolic offensive. They represent the city of Madrid and the Spanish nation. Nonetheless, they are very proud to be royal and thereby symbolically supporting the central power in Spain. Nonetheless, the club doesn’t portray itself as the representative of the central government, it is more the other way around, that different Spanish governments have seen Real Madrid as a representative of the Spanish state, and hence the central government. Because of this, Real Madrid has gained a lot of help through the years by the Franco regime and the municipality of Madrid. If Real Madrid won, it not only showed superiority on the pitch, it also symbolised the superiority of the central Spanish state, which was thought to exert a stabilising effect on the country. Real Madrid is not quite as forthright with its use of symbols as FC Barcelona, but they don’t mind being used by others in this context. Real Madrid likes to be at the centre of the universe, and if someone in the government is willing to grant them that spot, they gladly take it.

So we have Real Madrid, who have willingly been used as a representative of the central government on one side and FC Barcelona as the epitome of Catalonian culture and independence on the other. In a country filled with hot-blooded temperament, the need to conquer and the urge to express identity, football matches between Real Madrid and FC Barcelona generate a lot of tension. Occasionally tension isn’t the right word, war would be more suitable.

The atmosphere that surrounds games between Real Madrid and FC Barcelona, and other Spanish encounters, is encapsulated by the Spanish word: Morbo. Morbo is an essential concept in understanding Spanish football. Phil Ball observes in his book »Morbo –The story of Spanish Football«, that the Morbo is the driving force behind the Spanish public’s relationship with the game. What is Morbo? The term is not easy to translate, as the original meaning is disease. Phil Ball points out the Spanish use Morbo as a unifying word to capture all the controversies, tensions, actions, statements, demonstrations and all the other miscellaneous interaction that forms part of the big encounters in Spain. In that sense Morbo is not just a word, it is a phenomenon that lives on and will never properly die out.

The encounters between FC Barcelona and Real Madrid in particular are loaded with Morbo. The Morbo is drawn up on the historical lines: the injustices, the victories, the controversial transfers between the two clubs, the myths and legends set the scene for a new game that will add yet another chapter in the Morbo. Morbo primarily thrives on rivalry and exists in every country, but is more intense in Spain due to the regional and cultural differences and its bloody history. The Morbo is fed by the media, particularly the Madrid based newspaper Marca and the Barcelona based Sport, by commentators, by legends like Johan Cryuff and coaches like Jose Mourinho. All have something to say, adding further fuel to the growing Morbo. The Morbo also acts as a catalyst to the play on the pitch. One that, when combined with the concept of Machacar, unleashes the Spanish temperament and fury in the gigantic stadiums.

When FC Barcelona and Real Madrid meet in the mother of all rivalries, El Clássico, the players on the pitch are, due to the regional undertone and the general Morbo, almost like soldiers. Equipped with shiny uniforms instead of camouflage, they have the ability to boost regional morale and self-esteem. This puts a lot of pressure on the players, which, in turn, often results in dramatic and brutal games with a lot of yellow and red cards. Allan Simonsen, a Danish player who played for Barcelona from 1979 to 1982, has described the players from FC Barcelona and Real Madrid as being like wild animals when the two teams met. In the player tunnel at the Bernabéu stadium a steel fence divided the players. And for good reason, as the players spat, cursed and kicked at opponents before the game. During the games both teams used brutal ways of bringing an opponent down, and fights regularly broke out. Some players even had needles in their sweatbands, and used them to stab the opponents when the referee wasn’t looking!

In a culture of Morbo and Machacar disruptive, even illegal, actions are conducted in order to crush the opponents. In 1982 the FC Barcelona forward Quini was kidnapped, and was missing for 25 days before being found in an apartment in Zaragoza. Before the kidnapping FC Barcelona was number one in the league, but the kidnapping handicapped the team, which ended up costing FC Barcelona the title in 1982. There have been other attempts to kidnap FC Barcelona players. In 1977 Johan Cryuff was almost kidnapped as men broke into his apartment and tied up his wife. The attempt was not successful however, and after that the police guarded Cruyff’s home. In the years prior to the attempted kidnapping of Cruyff, FC Barcelona received a phone call threatening to kidnap Allan Simonsen if he wasn’t taken off the upcoming game against Real Madrid. For safety reasons Simonsen was taken out of the game. Although kidnapping and needles in the sweatbands are now a part of the past, the El Clássico games are still dramatic and brutal.

Spanish clubs have passionate owners – the Socios

The ootball clubs in Spain are often multisport associations, which are owned by members called Socios. A Socio is a club-member, who is eligible to vote in the presidential election of the club and in other matters. The two Spanish clubs in this book have many socios. Many of the Socios are also members of a Peña, a fan club. The members of the Penyes go regularly to the stadium, make huge banners and other colourful contributions to the atmosphere. The members of the Penyes and the Socios have, in the past, made large donations to the clubs.

Not every Spanish football fan is a Socio, merely one who watches and supports their club. In Spain the football fan is well-informed about his or her club: the history, the titles, the founders, the stadiums and the legends. The team of the average Spanish football fan is conferred by birth. They become fans of the team that represents their region and some gain membership of the local club when they are baptised. There are, of course, exceptions but they are very few. The fans are very loyal and passionate. They cluster around a set of symbols, legends, rituals and history. A lot of the history passed from one generation to another is that of the oppression of the central government in Madrid, the stories of the legends, and of the thefts and injustices that their team has been the victim of. When you are born to be a fan of a certain club, this duty also provides the clubs that you are supposed to hate.

In a country with a bloody history where regions with different cultures are placed together within a state, Fútbol has been, and continues to be, the backdrop for cultural battles and the propagation of regional identity battle.

Both Real Madrid C.F. and FC Barcelona are membership-owned polideportivo – multi-sports clubs. This means that in addition to the football team, there are other professional sports teams such as basketball, and, in FC Barcelona, also roller-hockey, handball and futsal. These two clubs are governed democratically on the principle of: one member - one vote. The socios elect the president to govern the club. To be president of Real Madrid or FC Barcelona is a big deal, and is highly sought-after. Alongside the players and the coach, the president can achieve the status as a saint or legend if his term goes well. But in order to get into office, the candidates for presidency have to run a campaign where they promise titles and the spending of huge sums on new star players. These promises and campaigns also create a lot of Morbo, and when, for example, Real Madrid snaps up one of Barcelona’s icons, the Morbo hits the roof.

The socios of both FC Barcelona and Real Madrid have extremely high expectations of their team. Winning the Spanish league is demanded and maximum effort is a given. But that is not enough to satisfy the socios’ expectations. They expect dominance, possession, technical excellence, fast play and a lot of goals – in other words: The Best. Usually they get the best players and if they don’t perform, they’re soon replaced. If the titles don’t come quickly, the coach goes too. Winning the Spanish championship is paramount for these two clubs, because it is the only competition where the two teams can truly measure their strength. The only surrogate that could save the season is winning the Champions League.

Both the socios and the fans of Real Madrid and FC Barcelona back their team unfailingly, but they are both a tough crowd to please. The atmosphere around the games is more quiet and calm in comparison to Italy, Germany or England. There is less cheering, singing and noise as in England and not so much colour and flag waving as in Italy. They do set up huge and beautiful tifos, but the majority lean back and expect to be entertained. If they are not entertained or otherwise disappointed with the play, the crowd sometimes performs a Pañolada - shaking white handkerchiefs as a form of protest against the performance. The crowd can also perform a Pañolada against referees, managers, or the club policy. The concept of Pañolada is borrowed from bullfighting, though in contrast, a Pañolada in bullfighting is used to show the crowd’s satisfaction with the Torero’s performance.

Spanish teams are generally aesthetes and love beautifully played football that emphasises technical details. The teams primarily play attacking football with the emphasis on a high degree of technical skills, such as dribbling and short passes in tight spaces. The game is not only about winning - it is a conquest. This conquest has to be earned by dominating the field, scoring many goals and crushing the opponents in order to get respect, or even fear. Both Real Madrid and FC Barcelona want to dominate and take the initiative, but in two very different playing styles. Real Madrid practises vertical, fast play using fast transition from defence to attack through the sides with few passes until shooting at the goal. FC Barcelona plays horizontally, patiently with many passes from side to side until taking a shot at goal. Since both playing styles are carried out with high expertise by the best players in the world, they are highly entertaining, especially when used against each other.

FC Barcelona and Real Madrid look to each other in order to determine the rival’s potential for winning the next championship buying the best offensive players in the world for improving their arsenal. They do this because football in Spain is more than winning a game. It is making a statement on behalf of your region or city against a backdrop that is watched by millions. Real Madrid has, on several occasions, snapped up a Barcelona player or hired a player desired by FC Barcelona, before the Catalans completed the deal. Buying a star player gives new hope to the ambitions of a conquest, and bringing the rivals star player adds humiliation to the rival, and thus more Morbo.

Let’s move on and go deeper into the best club in the world: Real Madrid Club de Fútbol.

SUMMARY

Founded as Madrid FC in 1902, Real Madrid Club de Fútbol is a membership club owned by 93,000 socios. The socios democratically elect a president who holds one of the most prestigious positions in both Spain and the world of football. The socios of Real Madrid believe they are of noble descent and feel that their club is the natural number one in the world. In order to remain the number one they are obsessed with winning and allergic to failure. The urge and need is so strong that Real Madrid will receive help and become involved with anyone who will aid the club in becoming number one. In the socios view Real Madrid is a holy Spanish institution, just beneath the Church and the Crown but above all politics. The club has willingly been used as the governments’ symbol to restore internal stability in Spain. But Real Madrid ultimately doesn’t serve any other cause than Real Madrid’ s– and that is to be the number one in the world. Real Madrid is equally loved and hated in Spain, but the socios find energy and meaning in the fact that the best way to deal with the smearing and the accusations is to win everything in a convincing manner. Winning Cups restores the natural order of things in Spain, where the natural champions are the men in power and of noble descent. The club’s strategy to be number one is to buy the best Spanish and foreign players. They don’t have to play in a certain style, nor are they obligated to entertain, but they simply must win convincingly. In a very macho and patriarchal fashion, the club has a »crush with no mercy«-attitude that establishes a natural order and makes sure the other clubs respect Real Madrid.

To be able to fulfill the Socios expectations and to buy the best Spanish and foreign players, Real Madrid has a large professional organisation. This provides the 12 football teams with the best facilities. The club generates a huge income, the biggest among the »The Legendary Ten«. A major source of income arrives from selling the all-white, merengue colour shirt with the simple, yet iconic letters MFC topped with a royal crown. The strategy of buying the best players ensures high shirt sales. It is not the colour and emblem that sells the shirt – it’s the name on the back. Real Madrid has had many big names, including di Stefano, Raymond Kopa, Puskás, Gento, Zidane, Figo, Ronaldo, Kaká and C. Ronaldo, among others. They have all sweated, worked and created magic in the enormous Estadio Santiago Bernabéu, the church of »Madridismo « named after the club’s cult figure. Real Madrid and its socios are instilled with the spirit of »Madridismo«. It is an unofficial set of values and expectations that surround Real Madrid, which states, in short, that Real Madrid must win with style, humility and dignity.The style that Real Madrid plays has a focus on letting the individual stars shine. The tactic is based on direct, fast play with few vertical passes and attack through wingers or fullbacks that overwhelms the opponents and creates numerical superiority. Real Madrid likes to be in possession and needs only two or three passes before they take a shot at the goal. Real Madrid uses formations that practise a technical ball-retention, but also a more reactive style of play. These tactics played with the best players has proved to be a winning combination. Real Madrid is the best club of the 20th century. The club has won the Champions League 10 times, and the Intercontinental Cup/FIFA Club World Cup 4 times. It has won the Uefa-cup twice and has the Spanish League the most, 32 times in all. Real Madrid was, in December 2000, voted the best football club of the 20th century by FIFA, and received the Order of Merit of FIFA in 2004. Real Madrid was in 2009 ranked as the best club in Europe in the 20th century by IFFHS. It is also estimated by Forbes as the most valuable football club in 2014, and has one of the most valuable brands in the world. Real Madrid is one of the most popular clubs in Spain and had the most fans up until 2011. It has many fans across Europe and have and an average attendance of around 70,000 at their home games. All in all – results which suggest that Real Madrid is the best club in the world.

ORIGIN – Madrid and the start of Real Madrid

Real Madrid has its home in the city of Madrid, the capital of Spain. Madrid is located centrally in the region Castilla-La Mancha. Madrid has, a population of about 3.23 million people, which makes Madrid the third largest city in Europe, after London and Berlin.

Madrid is also the home of the Spanish royal family. It was chosen as capital in 1561, when King Felipe II moved the seat of royal family to there. Madrid seemed to be a rather odd choice of capital: cold in the winter, hot in the summer, far away from the sea, or even rivers, and with no natural resources at hand. But the location provided a panoramic view over the surroundings and Madrid was in the dead-centre of Spain yet far enough away from every other region and city.

Madrid coat of arms

The people of Madrid speak Castillan-spanish. Madrid is somewhat inward-looking and less cosmopolitan than, for example, Barcelona. It is traditionally a very Spanish city and less a European one. Felipe II formed the small, dusty town into the country’s capital in 1561. Madrid was built and sustained by the notion of centralisation and power. It is the epicentre of Spanish power, yet struggles to hold the Spanish state together.

Madrid is a very conservative, traditional city that favours patriarchal values and has a macho attitude. It has a self-conscious population that believes that Madrid is the centre of all things. The inhabitants of Madrid are called Madrileños, and they like the good life and their night-time parties. For that the Madrileños is also called Los Gatos - the cats. Madrid is noisy, entertaining, and the endless rows of cafes are said to form Madrid’s backbone and turn the city’s night into day. Madrid features a lot of cultural and architectonic displays such as the famous Prado museum. Madrileños are proud and see themselves as being of noble descent. They are quite thick-skinned and don’t take notice of the insults that some of the regions direct at Madrid. Madrid is a wealthy city with well-developed transport, communication, and property and financial companies. Some of the most recognisable businesses in the city are Repsol (gasoline and containers) and Ensada (energy). Power and wealth is in the city’s DNA. Madrid as a city and its institutions have thrived on the wealth that the power and government has brought. One of the finest institutions to be found within the city’s DNA is Real Madrid.

The story of Real Madrid officially begins on March 6, 1902. On this date the Madrid Football Club was officially registered. However, the club was in the making for some time before. Madrid FC builds on the remains of Football Club Sky, founded in 1887 by a group of students. The Football Club Sky split in 1900 into two clubs, one of which was the New Football de Madrid, later to become Madrid Football Club in 1902. Juan Padrós became the first president of Madrid FC. Originally, he and his brother Carlos were born in Catalonia, and in Madrid they set up a small office in a back room of their father’s textile shop. The first players of Madrid FC were amateurs, playing in their spare time. Madrid FC quickly established itself as one of the biggest clubs in Madrid, thereby also becoming Madrid’s representatives in defending the honour of the capital and concept of a united Spain. Madrid FC eventually therefore had to encounter teams from the Basque countries and FC Barcelona. Madrid and FC Barcelona had their first meeting in 1902 in a tournament arranged to celebrate the coronation of King Alfonso XIII. Barcelona won the first encounter 3-1, and went to make the final, which they lost. Madrid, which arranged the tournament but didn’t made it, quickly arranged a game for third place, which they won and was celebrated in the papers as a win of a trophy. The two teams didn’t play against each other again until 1905 where FC Barcelona won again, this time 5-2. The game ended with accusations from Madrid that the referees had not been impartial and inappropriate phrases had been shouted from the spectators. The start of an epic dyad based on mutual antipathy was dawning - a dyad that had formed Spanish football ever since.

Madrid FC became a royal club in 1920 when King Alfonso XIII granted the club the name Real, meaning royal. This honour lifted the club’s spirits, along with the number of socios. The club of noble descent finally was recognised as such by a Spanish monarch. The club changed its name to Real Madrid FC and added a crown on top of its emblem. Unfortunately, however, Real Madrid only got to use the Real title for eleven years. On April 14, 1931, the Second Spanish Republic was declared, and King Alfonso XIII went into exile. Real Madrid was loyal to the crown, but was forced to withdraw the Real name, and take the crown off their emblem by the new fascist government. In spite of this, the club found the strength to win their first Spanish championship in the season of 1931/32 and again in 1932/33 and expand its activities by incorporating basketball. Maybe General Franco sensed that Madrid FC was on the way to something big, because On January 1 in 1941, Madrid FC was allowed to be Royal once again and they swiftly returned the Real to their name and used the crown in their emblem.

The quest for being number one really started in 1943. In this year Santiago Bernabéu became the president of Real Madrid. Bernabéu was to become the most successful football club president in history and even today he is a legend. Bernabéu was a man of vision and, in 1953, he embarked upon a strategy of signing world-class players from abroad, and building the world's first truly multinational side. He extended the Chamartin stadium in 1947 and in 1952 controversially signed the Argentine Alfredo di Stefano. Nonetheless, this proved to be a good signing as Real Madrid won their third title in 1953/54 and he would later propel their club to greatness. In 1954 the stadium expanded to accommodate 125,000 spectators. Thus, the Madrid coliseum became the biggest stadium among all the participants of the newly established European Cup. Bernabéu played a major role in forming the European Cup for Champions in 1956, creating an international platform where Real Madrid could accede to its natural position. Real Madrid, naturally, won the first tournament, and also won next four setting an unprecedented and still unbeaten record of winning five European Cups for Champions, from 1956 to 1960. The massive success achieved in the 1950s meant the club gained support from across the rest of Spain and Europe. In those days, if you believed in Spain, Real Madrid was the main cultural pillar to lean upon.

It was the era in the 1950s, which moulded the concept of »Madridismo«, the spirit that is instilled in Real Madrid. »Madridismo« it is about winning with style, dignity and humility towards the cause. In a gesture of gratitude the General Assembly of Members Compromisaros decided on 4 January 1955 that the stadium should be named in honour of club President Santiago Bernabéu. In true »Madridismo«-spirit Bernabéu was, according to legend, not happy about this but learned to live with it. For years he still called the stadium by its former name, Chamartín, named after the location area. Real Madrid has never looked back since and has continued to win titles and trophies. They continued to dominate the Spanish league in the 1960s, and won their sixth European Cup for Champions in 1966. They were also the most successful team in Spain in the 1970s and 1980s winning their 20th. Spanish championship in the season of 1979/80.

It took a while before Real Madrid could be number one in Europe itself, however. The club won the Uefa-Cup in 1985 and 1986, but had to wait to until 1998 before they could reclaim their natural position as both Europe’s and the World’s best club. These victories stimulated the appetite for more, especially since the dream team of FC Barcelona started to gain a lot of sympathy, and draw too much attention away from Real Madrid. In 2000 president Florentino Perez was elected president for the first time and began, just like Santiago Bernabéu, to gather the biggest talents available to form a team of interstellar stars, called Galacticos. He remained president until 2006 and managed to break the world transfer record when signing both the FC Barcelona star Luis Figo in 2000 and Zinedine Zidane in 2001. The approach was successful as they won the Champions League in 1999/00 and again in 2001/02. Real Madrid won its thirtieth Spanish Champions in the season of 2006/07 and, in 2009, Florentino Perez was elected president for the second time. He continued his Galacticos policy and broke the world transfer record with Christiano Ronaldo in 2009 and later with Gareth Bale in 2014.

Today Real Madrid have changed their image from being the true blue-club of Spain to being a universal one, with a set of values that people across the world can embrace. Real Madrid has improved its commercial side outside the pitch, making it one of the most valuable and profitable clubs in the world. The new collection of »Galacticos« is on a mission to regain Real Madrid’s natural position, by winning the long-sought-after tenth Champions League-title, entitled: La Decima.

OWNERSHIP – The Soul and purpose of Real Madrid

Real Madrid Club de Fútbol is a club owned by the members – the socios. In 2014 there were 93,000 socios in Real Madrid, paying a yearly members fee of €123 (for adults).

At the beginning the club provided simply an opportunity for playing football. As the club evolved and grew it became one of the best clubs in Madrid, and represented the city in games with other Spanish teams.

The socios of Real Madrid only demand one thing: The best! The best players and the best coaches to bring them titles and to place them at what they believe is their rightful and natural position, the top of the world. They express unrealistic expectations for their team each season, demanding victory in the Spanish championship, the Copa del Rey and the Champions League. Failure is not an option, and they can’t envisage a season without any of these trophies. The socios convey extremely little patience with the players and the coaches. Real Madrid is not a development club. It is, by definition, the best club in the world, and therefore requires the best and demands the best results. For Real Madrid every other club is a step down.

In the complex socio-demographic Spanish landscape, with several different nations under one state, Real Madrid has become a counterweight used to create balance in relation to the obviously politically separatist clubs in Catalonia and the Basque country. The people of Madrid certainly realised the cultural and political force that of clubs such as FC Barcelona was, and if successful what political reforms they may carry with them. In order to maintain equilibrium, and the internal structure and stability intact, Real Madrid became the club that could take up metaphorical arms with the independence-seeking clubs of the north.

Nonetheless, the Real Madrid approach and role in the struggle between conserving the central authority of Madrid and the independence-seeking regions is complex. Real Madrid is not the governments’ team per se, though the club has represented governments and doesn’t support separatism. Real Madrid is loyal to the Crown, the city of Madrid and the country of Spain. They will help governments, dictators or democracies if it benefits Real Madrid. In true Madrid tradition, Real Madrid haughtily serves a higher purpose, namely its own ongoing quest to be the best club in the world. One could say that the Spanish socio-demographic situation has given Real Madrid all the conditions they could wish for, and therefore it can free their minds to concentrate on winning and being the best in the world.

While presidents of the club may have sympathised with government policy, Real Madrid is not an institutionalised tool of the government. The club has, however, tried to appease governments in order to get the benefits. The club and its socios certainly believe in the Spanish state, and are proud of their city, but in contrast to the independence-seeking clubs from the north, Real Madrid don’t have any great desire to promote any language or culture. Real Madrid serves itself, and that is of much more importance than any fluctuating political cause for internal stability. Real Madrid considers itself above all that, and has survived several different governments. The club doesn’t make any political or regional statements, only statements that highlight the fact, that, above all, Real Madrid is a winner, and has the trophies to back that statement up.

The socios have a huge desire to win. Though Real Madrid and the central government may be separate entities, the club’s willingness to be used by the government has given Real Madrid the label: »El Equipo del Gobierno«, meaning: The government’s team. This label also makes Real Madrid and its socios the target of all the anger and frustrations of all the other Spanish clubs, particularly FC Barcelona and Athletico Bilbao. When the central government repressed Catalonia and the Basque country, the people of these regions directed their anger against Real Madrid and their fans. The only acceptable way to deal with the accusations and insults was to win, and thereby prove that Real Madrid is the best. That is an understandable reaction, but is also an approach that renders them very vulnerable if the team isn’t successful. If the titles aren’t won the club becomes a battleground for internal quarrels and power games.

Therefore, the socios and the club are allergic to defeat, and they simply must obtain at least one title each season. They need the silverware to retain their acceptance of the universal truth that Real Madrid is the best. For winning makes it possible to adopt the proud, macho and arrogant posture of the Real Madrid socios. The titles and the way they are being won makes it easy to ignore the provocations and the insulting shouts from, most prominently, the Basque clubs and FC Barcelona. FC Barcelona, in particular needs to be put in their place. Moreover the hordes of critics that say that FC Barcelona is the best club in the world, needs to be proven wrong. If the unthinkable should happen, that Barcelona should win the championship before Real Madrid, it will cause deep wounds to the club and socios pride and self-esteem. And Real Madrid and its socios take matters of honour extremely seriously. If the team doesn’t win titles and maintain the position as the world’s best club, their patience is extremely limited and the coach, some of the players or even the president must go.

The socios democratically elect a president to govern the club on the principle of one member - one vote. They remain president for a period of four years, but can be forced to resign if given a vote of no confidence.

There are some strict requirements for candidates that wish to be elected as president. To run for President or member of the Board, members must:

1.   Be Spanish.

2.   Be an adult and fully capable of working.

3.   Be up to date in fulfilling social duties.

4.   Be a member of the Club for at least twenty years uninterrupted for the case of the President, fifteen years for Vice-President and ten years in all other cases.

5.   Must not be subject to sanctions that may prevent him or her from taking on managerial duties

6.   Must not have managerial duties at other football clubs, or be an active player, referee, coach or member of a technical staff of a football club upon presenting his or her candidacy.

7.   Provide, at the time, a bank guarantee in the terms, conditions and amount established by Law 10/1990 and other applicable laws and accordance with the requirements of points 3 and 4 of paragraph C of this article. (see article 40, C, nr 3)

There is another interesting requirement in Article 40C) nr. 3:

The president candidate must present a preliminary bank guarantee or savings recorded in the Registry of the Bank of Spain, guaranteeing at least fifteen percent (15%) of the club’s general budget expenditure.

When the current president, Florentino Pérez, was elected in 2009, he was the only candidate that could come up with the bank guarantee for the amount of €57,389,000, or 15% of the 2008/09 budget. Florentino Pérez was an entrepreneur, owner of the building and service company ACS, which builds houses, roads, railways, airports and much more. The company is the third largest in Europe, and Pérez is estimated to be personally good for more than €1.2 billion. It is Pérez’ second term as the Real president, as he also was president from 2000 to 2006, the period of the famous Galacticos.

The election of the president of Real Madrid is usually a big event, and the candidates each conduct an election campaign. In such events each president candidate presents their ideas on how Real Madrid should win La Liga and the Champions League. These ideas often include the purchase of the biggest and most expansive football stars available. Sometimes that includes getting FC Barcelona’s biggest star. By doing this the president shows that he can get the best players on offer and, through doing so, humiliate the rivals. The latter is also seen as a good presidential quality by the Madrid socios.

Though the presidents of Real Madrid are often wealthy men, the president may not use his private funds to finance the club. He may, or rather is expected to, use his connections to promote the club’s interests. These connections to, for example, financial institutes, local governments and potential sponsors are used to promote the club’s interests and purpose.

To be a president of Real Madrid is a huge thing in Spain. The position is extremely prestigious and the president welcomes and sits next to the Prime Minister and King of Spain at the Bernabeu Stadium. The presidency is a platform for personal aggrandisement for the man who has everything. After the players and the coach, the president is one who can achieve status as a saint or legend if his term runs smoothly. But in contrast, if things don’t go well, and Real Madrid doesn’t become champions, the president and the coach will get all the blame. They maybe even get a Pañolada, the symbolic waving of white handkerchief to show displeasment, directed at the executive seats!

The presidents of Real Madrid

Julián Palacios (1900-1902), Juan Padrós (1902-1904), Carlos Padrós (1904-1908), Adolfo Meléndez (1908-1916), Pedro Parages (1916-1926), Luis de Uquijo (1926-1930), Luis Usera (1930-1935), Rafael Sánchez Guerra (1935-1936), Adolfo Meléndez (1936-1940), Antonio Santos Peralba (1940-1943), Santiago Bernabéu (1943-1978), Luis de Carlos (1978-1985), Ramón de Mendoza (1985-1995), Lorenzo Sanz (1995-2000), Florentino Pérez (2000-2006), Fernando Martín Álverez (1996-1996), Luis Gómez-Montejano (1996-1996), Ramón Calderón (2006-2009), Vicente Boluda (2009-2009), Florentino Pérez (2009-)

The presidents of Real Madrid have all been well-respected men in Madrid society. One of them, however, has achieved mythical status, and created the very soul that surrounds Real Madrid. This president is Santiago Bernabéu.

Bernabéu came to Madrid FC as a player in 1909 at the age of fourteen. Even at a young age he looked like a leader. One of the stories of the time recounts how the young Santiago was the first volunteer to help dig and paint the lines at the new ground, the O’Donnell Stadium – Madrid’s first purpose-built ground. He painted the fences around the ground with his elder brother Marcelo, and never asked for a peseta.

Santiago Bernabéu was a true Franquist, a follower of General Franco, and according to the history had a grudge against Catalonia and the Basque country dating back to him being deselected for the Spanish national team in 1916. Bernabéu was indignant over the fact that he felt players from Catalonia and the Basque-country were selected before him due to a political agenda aimed at satisfying regional nationalism. Later, Bernabéu fought on General Franco’s side in the conquest of Catalonia and was decorated for bravery.

His service was, under General Franco, to become significant, helping him when he became president in 1944. According to legend, Bernabéu’s first act as president was to send a telegram to his rivals, to whom he offered peace and cooperation. His next was to send a telegram to General Moscardo, the National Delegate of Sport in Franco’s government, in which he wrote: "It is with honour that I fulfil my first act as president of this club, sending this message of greeting to our illustrious head of sport and heroic soldier of the fatherland". Bernabéu used the occasion to establish connection with the Franco regime though General Moscardo. And he was successful as we will later learn, being granted help at least three times from the Franco regime.

Bernabéu was a Spanish traditionalist and epitomised the Real Madrid spirit of »Madridismo«. The concept of »Madridismo« has many meanings and will later be described in the section: Organization. Right now, however, »Madridismo« defines that Real Madrid is the most important thing in the world, and, above all, must win with style. The current stadium is named after Santiago Bernabéu. It was changed in 1955, when, very unusually, Bernabéu still was president of the club. A fact that Bernabéu apparently never got used to, as he continued to call the stadium by its former name: Chamartin.

Historically, Bernabéu carried the expectations of the Franco regime, which saw Real Madrid as a unifying symbol for Spain as the team that represented the country. However, like all the other Real Madrid presidents, Bernabéu also carried the desire of the socios and the Madridistas to win on his shoulders.

The desire to win is very much evidenced in the spectacular promises and signings that presidents of Real Madrid make. But no Real Madrid promises and signings were more spectacular than the transfer of Luis Figo from FC Barcelona to Real Madrid in 2000. At this time, Florentino Pérez wanted to fulfill his dream of becoming the President of Real Madrid. He planned to snatch away FC Barcelona’s captain, Luis Figo, and bring him to Real in order to achieve support for his presidency. He met with Jose Veiga, the agent who represented Luis Figo, and presented him with a pre-contract, which obligated Figo to transfer to Real Madrid if Pérez won the presidential election July 16. If Pérez got elected he would pay the €58.5 million that Figo’s contract stated would release the player, and together with the player’s agreement, FC Barcelona would not be able to prevent the transfer. In the case that Pérez didn’t got elected, the contract wouldn’t stand, and would be lifted.

Pérez and Veiga had different agendas with this contract. Pérez wanted Figo in order to become president. A tempting bait was laid out before the socios, that would move the socios vote away from the current president Lorenzo Sanz, who was favorite due to the fact that, under his presidency, Real Madrid had won the Champions League twice in three seasons.

For Veiga the contract was an instrument to negotiate a better deal for Figo with FC Barcelona. Veiga didn’t expect Pérez to win over Lorenzo Sanz, and had no plans for Figo transferring to Real Madrid. He had no idea that his signature on the contract would change the power balance in Spanish football, just as it did in 1950 with the di Stefano-case. Nonetheless, Veiga was confident that even the slightest connection between Figo and Real Madrid was enough to force the FC Barcelona management to negotiate. What Veiga was slow to recognize was the fact that Pérez was a skilled businessman. In the contract Pérez had inserted a clause which obligated both parties to pay the other party compensation of €30 million if one of the parties broke the contract, and Pérez did became president of Real Madrid.

When the Spanish press got hold of this contract, which Pérez ensured they did, panic broke out in FC Barcelona. Could their most iconic player really commit treason? Luis Figo issued a statement asserting, that he would continue playing for FC Barcelona regardless if Pérez became president or not, and apologised to the FC Barcelona fans.

Though things got back to normal in Barcelona, Florentino Pérez was furious. His credibility and chances of winning the president election had a suffered major setback. He contacted Veiga, who defended Figo -stating that the player had been under enormous pressure. Veiga and Figo had, what they thought, a perfect situation, where the candidates in the simultaneously-held FC Barcelona presidential election offered Figo a golden contract.

However, Veiga and Figo underestimated Pérez. During the negotiations of the contract, Luis Figo had imposed the condition that he would only change to Real Madrid if Florentino Pérez became president. Figo hadn’t forgotten that the current Real Madrid president Lorenzo Sanz had called Luis Figo the greatest actor outside Hollywood, so Pérez used that fact to put pressure on the Madrid socios: if they wanted Figo and wanted to humiliate FC Barcelona, they would have to elect him as president. And he topped it by offering to pay for all socios’ season cards if they elected him and Figo didn’t come to Real Madrid. This was a promise that would cost Pérez around €18 million. Pérez cleared the table and won the election on July 16, becoming president of Real Madrid. Luis Figo chose not to pay the €30 million in compensation, and transferred to Real Madrid, for a record fee of €58.5 million; making him the most hated man in Barcelona. Florentino Pérez, on the other hand, was to become very popular as the president that placed Real Madrid back at the centre of the universe. Pérez would later break the world record for transfer fees with Zinedine Zidane in 2001 (€76 million), Kaká in 2009 (€65 million) and Cristiano Ronaldo in 2009 (€96 million)

The fans of Real Madrid - Madridistas

The fans of Real Madrid are called Madridistas. There isn’t any distinct social profile of the Real Madrid fan. Historically, the fans came from Madrid, where the fans came from the upper classes and had roots in aristocratic circles and higher education. It was from such ranks that in 1897, a few young people laid the basis for the club, which was officially founded in 1902.

Even today the typical Real Madrid supporter mostly comes from the middle- and upper-classes. A lot of the older Spanish Madridistas love Real Madrid because the club represents traditional Old Spanish values. When Spain was internationally isolated during the Franco regime, Real Madrid was the one thing that made Spain better than the rest of Europe and the best ambassador for the country. Moreover, during the massive success in the 1950s the club gained support from across the rest of Spain and Europe. In those days, if you believed in Spain, Real Madrid was the main cultural pillar to lean upon. Today, however Real Madrid have changed their image from being the true-blue Spainish club to that of a universal one, with a set of values that everybody across the globe can embrace.

During the »Galacticos«-era, the club experienced another surge in fans. The light of shining stars travels far and earned Real Madrid a lot of Asian devotees. The people that cheer on Real Madrid want to be a part of the biggest club in the world, and a winning one at that. They can also rest in the comfort of knowing that, if the season doesn’t bring a title, actions will be taken to bring in the best players or coaches to win the next one. And there is always plenty of money to use. That knowledge gives them confidence, and combined with the history, which proves that Real Madrid is the best club in the world, makes the Madridistas proud and sometimes arrogant.

They are a tough crowd to entertain. The crowd expects to be dazzled and swept off their feet. The players need to perform and deliver at every game. Not only must they win, they must win in style and never show the opponents mercy. The team and each player put on a show for the audience in order to get a response. The team and the players have to play out of trouble instead of tossing the ball out of the field. Equally, the crowd doesn’t like it when the team can’t break though the opposition’s defence and play the ball backwards. This type of play generally doesn’t win applause in Spain. Instead they love technical details like smart dribbling or elegant passes. If the team and players perform in this manner the atmosphere can get quite crazy and loud. If they don’t, the Bernabéu can be the quietest place in Spain.

Real Madrid has a lot of fans, but there are also many people that dislike »Los Merengues«. By being the historical representative and the symbol of central Spain, Real Madrid certainly isn’t popular in the Basque Country and Catalonia. In fact, many people in those areas hate »Los Merengues«. In addition the neighbours from Athletico Madrid don’t have any love for Real Madrid either.

The hardcore Real Madrid fans are called »Ultra Sur«, and are located on the lower tier on the south end. Ultras Sur was formed in 1980 from the fan group »Las Banderas«, which contained a number of young fans characterised by a level of extremism in supporting the team. Later, they were expelled and began a career as an independent group. This was after an encounter with West Ham United, who humiliated the Real Madrid fans in the Bernabéu Stadium, and they vowed never to let that happen again. They spent some time with the ultras of FC Internazionale Milano, and after that they created the ultra-group »Ultra Sur«.

The Ultra Sur is right-wing leaning and is known for shouting racist terms against black players. They also deliver provocative, often abusive, chants against visitors, particularly against Basque teams, FC Barcelona, and their city rivals Athletico Madrid. They have a friendship with ultra groups RCD Espanyol brigades and Lazio’s Irriducibili and maintain a strong rivalry with Athletico Madrid’s Frente Athletico, FC Barcelona’s Boixos Noixos and of CA Osasuna’s Indar gorri. The Ultra Sur has a tradition of honouring the former player Juanito. He played for Real Madrid from 1977 to 1987 where he wore the number 7. He publicly supported the Ultra Sur, but was killed in a car accident in 1992. Ever since then, in the seventh minute of every game Real Madrid play at the Bernabeu, the Ultra Sur honour Junito by singing "Ilia ilia ilia, Juanito maravilla" - roughly translated: Hey, hey, hey, Juanito is simply great’.

STRATEGY – how Real Madrid wants to be successful

As mentioned, Real Madrid is essentially about winning. The words ‘win’ and ‘winning’ will appear very frequently in this chapter, as it is an integrated part of the club’s strategy. The Real Madrid Institutional Profile gives some indication on how the club wants to achieve success.

Real Madrid Football Club is a sports club whose object and purpose of business and assets is dedication to the promotion of football in all ranks and ages and, in general, to seek influence in all sports governing bodies. Similarly, the promotion of the development of physical culture, the moral and intellectual development of its members, facilitating social relations and the spirit of unity among them.

The Real Madrid Club de Fútbol was founded in March 1902, with the first foundation charter dated April 18 of that year. It enjoys the status of legal personality in accordance with current legislation, being attached to the Spanish Football Federation and the federations according to the various sports sections established by the club each season.

1.1.1 Mission

An open and multicultural club, appreciated and respected worldwide for its sporting success and the values of the pursuit of excellence both on and off the field, which contributes to fulfilling the expectations of its partners and followers.

1.1.2 Vision

A leading club in football and basketball that, through its sporting triumphs, responds to the hopes and expectations of all its followers both nationally and internationally. It preserves its important historical legacy, and manages its assets with rigor and transparency for the benefit of its members, acting with social responsibility and good corporate governance.

1.1.3 Values

WINNING SPIRIT - Real Madrid aims to reach the top in all competitions in which it participates, never giving up and providing proof of delivery, by its determination at work and its loyalty to the fans.

SPORTSMANSHIP - Real Madrid is sincere and honest on the field, works in good faith and respects all the competing teams and their respective passions. Off the field, the club seeks to maintain a fraternal relationship and solidarity with all the other clubs, and offer the national and international sports authourities their continued collaboration.

EXCELLENCE AND QUALITY - Real Madrid aims to count among its ranks to the best Spanish and foreign players, inculcating them into the values of the club, and to respond to the support of the fans with a work-based sports quality criteria, discipline and ability to sacrifice. The management of their activities adheres to principles of good governance and the ongoing pursuit of excellence.

TEAM PHILOSOPHY- All that are part of Real Madrid, both athletes and other professionals,