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SBD Global/July 23, 2012/Marketing and Sponsorship

Fly Emirates Offering Real Madrid $60M Annually For Stadium Naming Rights

Spanish newspaper ABC revealed Real Madrid has a "proposal on the table" to modify the name of its Santiago Bernabéu stadium, according to DEFENSACENTRAL.com. Fly Emirates, which will already sponsor the team shirt starting in the '13-14 season in exchange of €22M ($26.7M) annually "could have offered" €50M ($60.8M) a year to rename the stadium the "Fly Emirates-Bernabéu" (DEFENSACENTRAL.com, 7/19). Goal.com's Mark Boyle noted that "Los Blancos will not entertain the idea of removing the name of their legendary club president from the stadium." However, they are not "against it being preceded" by a corporate sponsor (GOAL.com, 7/19).
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