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“Real Madrid’s secret to success on the field and off the field, more than money, talent, and data analytics, is the values and passion in its fans’ hearts and souls. It starts and ends there.”
—A Real Madrid Executive
CONTENTS
Sidebar: Most Soccer Teams Lose Money
Sidebar: Play-by-Play of La Décima
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–)
