PART ONE How Real Madrid Became the Most Successful Sports Team on the Planet
1 Real Madrid’s On- and Off-Field Dominance
Sidebar: Differences between MLB, NBA, and European Professional Soccer
Moneyball vs. Organizational Culture
Sidebar: Interdependence (Ronaldo and Sixty Seconds)
PART TWO Galácticos 1.0 (1955–60)
Sidebar: Nostalgia for Galácticos 1.0
4 Copycats and Financial Struggles
PART THREE Galácticos 2.0 (2000–06)
5 Florentino Pérez Elected in 2000
Sidebar: What the 2000 Election Reveals about the Real Madrid Community
Real Madrid’s 2000 Finances Are Worse Than Expected
6 The Turnaround Part 1
Real Madrid’s Mission and Values Statement
Sidebar: Why Is Your Organization Purposeful and Meaningful?
The Executive Team Goes to Work
Strategic Sale of Real Madrid’s Ciudad Deportiva
7 The Turnaround Part 2
Zidanes and Pavones
Equal Treatment
Captains Appointed by Seniority
Homegrown Talent
Inspiring Passion and Loyalty
Sidebar: Game Day for Real Madrid
Not All about the Numbers: Real Madrid Basketball
Sidebar: Community Brands and Identity in American Sports
Sidebar: The Cardinal Way
Galácticos 1.0 Meet Galácticos 2.0
Sidebar: Celebrating a Century
8 Crisis On the Field, Success Off the Field
Too Much Talent? Aging Stars? Too Many Changes?
The Crisis: Disappointment on the Field, Resignation
Sidebar: Too-Much-Talent Effect
Sidebar: The 2003–04 LA Lakers: Too Much Talent or Too Tired and Old?
PART FOUR Galácticos 3.0 (2009–14)
9 Calderón Period (2006–09)
10 Florentino Pérez’s Comeback (2009–14)
Learning from Experience
Sidebar: Phil Jackson (“Zen Master”) and Steve Kerr (“Ice”)
Bold and Brave Actions
Sidebar: Señorio
Real Madrid’s Player Selection Process
Sidebar: Too-Tired-and-Old Effect
Sidebar: More Speed—It Is a Young Man’s Game
Sidebar: Spain and the 2014 World Cup
Sidebar: Analyzing Stars, Workhorses, and Juniors
11 El Clásico—Real Madrid vs. Barcelona
Comparison of Financial Performance
Comparison of Player Development—the Academies
Playing Style
Sidebar: Yellow and Red Cards
Comparison of On-the-Field Results Since 2011–12
Comparison of Priorities
Concluding Remarks
PART FIVE Start of Galácticos 4.0 (2015–)
12 The Future of Real Madrid
Investing in the Coach
Investing in Executives
Investing in the Next Generation of Management: Real Madrid University
Investing in the Training of and Facilities for the Players
Sidebar: Real Madrid Practice Schedule
Digital Ecosystem Transformation
“Opening One Stadium to 450 Million Fans”
13 Challenges
Sidebar: One Goal Makes a Difference
Conclusion: Lessons from the Real Madrid Way
Appendices
Appendix A: Comparison of Galácticos 1.0, 2.0, 3.0, and 4.0
Appendix B: Season Averages vs. Postseason in Baseball
Appendix C: Real Madrid Organization Chart (2015)
Appendix D: Support for Stars, Workhorses, and Juniors Analysis
Acknowledgments
About the Author
Index
Essential Message of the Book
The sports industry is a $620 billion global business,1 as competitive and dynamic as any industry on the planet. To rise to the