The sporting management has put emphasis on strengthening the team as a whole. As we have already mentioned in several articles, eight departures and three additions have been the footballing novelties so far. However, the growth of a club is not based only on football , there are also many other areas that must go hand in hand to strengthen the Atleti brand.
For some time now, Atlético de Madrid has been working very well in other areas such as sales. Tours to Asia, the United States and Europe are good examples of this. Now, in addition to the four stores that Atlético de Madrid has open in Getafe, Majadahonda, Metropolitano and Gran Vía, two more 'signings' have been added.
One in Leganés and another in Arroyomolinos
The first of the new stores will be located in the Westfield ParqueSur Shopping Centre , at Avenida Gran Bretaña, s/n, 28916 Leganés, Madrid. The other store will open in the Intu Xanadú Shopping Centre : C. Puerto de Navacerrada, km 23, 28939 Arroyomolinos.
As with all club decisions, strategy is key in this regard. Being in a shopping centre, the opening hours are more flexible for the customer and there may be more indirect customers than if it were on a normal street. An indirect customer is understood as someone who does not explicitly go to buy something, but who passes by, enters and consumes something.
Growth of the Atlético de Madrid brand
Since the club's sporting successes, Atlético de Madrid has managed to position the team's brand on a global level. The opening of markets such as South America and Asia are a source of income that helps the club grow a lot commercially, an aspect that is not insignificant.
An example of this is Manchester United , for example. They were the first team to realise this potential in the era of Sir Alex Ferguson and their growth was astounding. Tractor brands and unlikely products are sponsored by the Red Devils and this allows them to continue to have a leading economic muscle in the world.
Almost a decade after the Scot's departure, United are still in a desert that has relegated them to the second tier of teams in the Premier League. Outside of the contenders for the league title, not qualified for the Champions League and not favourites in the Europa League. This is the harsh reality of Manchester United , however part of the footballing mess is alleviated by being the second team that generates the most commercial income.
Just 50 million dollars behind Real Madrid, the first, but it is 950 million dollars ahead of Barcelona (the third). A real outrage, especially considering the last few years of each team. There is no doubt that Atlético de Madrid can take Manchester United, pioneers in this world, as a commercial reference - alone.