general manager, Billy Beane.6 The book describes how Beane, a former professional baseball player, uses an unconventional, analytical, evidence-based, sabermetric approach to assemble a competitive baseball team, despite the Athletics’s disadvantaged revenue situation compared to large-market teams like the New York Yankees. Lewis’s book, which is one of my favorites, captures the moment when baseball changed its player selection strategy from a reliance on instinct to data analysis of past performance, a shift that revolutionized baseball and sports management.
The enormous popularity of the book and then the 2011 film Moneyball (starring Brad Pitt and Jonah Hill) solidified the power of data-driven decision-making in the minds of the general public and corporate management teams around the world. While the power of data analysis is undeniable, I was interested in what and how large of a role it played in the overall success of Real Madrid.
Carlos described to me an equally dramatic shift in Real Madrid’s business model, but one that was utterly unlike Beane’s. Instead of being driven by data analytics, the Real Madrid revolution stemmed from an organizational culture centered on the shared values and expectations of the club’s fans. Also, while Beane was a baseball insider, Real Madrid’s revolution was being led largely by a bunch of outsiders! One of the things they had in common, however, was that both innovations were driven out of financial necessity and constraint. I was fascinated by the potential the Real Madrid way has beyond the sporting world—potential that I felt the need to explore and identify. Big money and glamorous stars tended to camouflage what the executives were really doing, and what they were doing can be appreciated far beyond the realm of soccer or Real Madrid.
Real Madrid provided me with unprecedented access, both to people and to data. Over two years, I conducted more than 100 hours of semi-structured interviews with more than twenty people associated with Real Madrid, from the president of the club to current and former players and coaches, to people who work in the stadium, academy, and practice facilities. My research included an entire week in Madrid during which I was given complete access to the club, including being allowed to meet with whomever or see whatever I wanted. Real Madrid staff also thoroughly and promptly responded to at least fifty or so very long information request lists from me. I was provided financial information and statistical data, some of which Real Madrid makes publicly available in its commitment to be transparent. (Real Madrid regularly issues annual reports of approximately 300 pages.)
In addition, I sought my own data and independently interviewed community members; soccer and sports experts; current and former executives and players at competing teams; academics who have studied Real Madrid, soccer, sports, or organizations; sports agents and legal advisors; data analysts; and members of the media. I agreed that I would keep all interviewees’ participation confidential and not quote them, unless the quote was already in the press. I also researched business school cases, news reports, and books about Real Madrid and other relevant teams. The purpose of going beyond what Real Madrid provided was to gain a broader picture and challenge, support, and illuminate my data, analysis, and conclusions.
It is not my intent to glorify or vilify any individual, group, or era, although I suspect parts will be interpreted or used to do so. I’ve tried not to be influenced by nostalgia, and I have tried to recognize that people I interviewed were looking back in hindsight and may have had agendas or other issues, something I tried to overcome by speaking to many different sources and balancing the interview data with other information and analysis. I’ve tried not to be affected by people’s passion for Real Madrid, their own favorite and rival soccer teams, the sport of soccer and sports generally, or recent events having too much weight simply because they are fresher in our minds. I have relied on publicly available data to confirm and disprove various claims and theories advanced by those I interviewed.
My primary reasons for writing this book were intellectual curiosity and academic contribution. Any money that I have received, or will receive, for writing the book from the publisher has been, and will be, donated to charity. I did not receive any compensation whatsoever from Real Madrid. For example, I did not ask for or receive one ticket to a game, nor did I ask for or receive a single player’s photograph or autograph. Before publication, as a matter of professional courtesy, I did show drafts of parts of the book to Real Madrid, as well as a few other teams and leagues mentioned, to see if any material facts were incorrect or misrepresented. However, Real Madrid was not involved in the editorial or analytical process and did not approve or authorize this book. Any mistakes and all of the judgments, conclusions, and analyses are my own.
The book is written in American-sports English primarily to make it easier to understand for most American readers. Therefore, I use American terms, such as soccer for football, team for club (except when referencing Real Madrid, the club, or other teams that are actually member-owned clubs), field for pitch, game for match, locker room for dressing room, jersey for shirt, cleats for boots, uniform for kit, speed for pace, etc. I sincerely apologize in advance if this causes any annoyance or confusion for non-American readers. In addition, I try to convert amounts of money discussed in the book to US dollars using the average exchange rate for the year.
There are sidebars at the end and throughout most of the sections. The sidebars are related topics that don’t fit the narrative on Real Madrid but shed light on the topic discussed in the chapter. Often the sidebars relate to American sports examples or an analysis of data or academic theories in order to illuminate an idea or help readers better understand the discussion.
Writing a book is a lengthy process—as well as is editing it, translating it, designing it, producing it, and marketing it. In order to have the book published in English and Spanish at the same time, which I felt was important, and to come out by a certain date, I had to submit my final draft to the publisher before the conclusion of the 2015–16 Real Madrid season. Therefore, the book does not reflect the entire season, but the data does include that Real Madrid won their eleventh Champions League trophy, La Undécima, in Milan, Italy, on May 28, 2016.
Lastly, I anticipate that I will take criticism from many sides. Many people have very passionate opinions regarding Real Madrid, their own favorite and rival soccer teams, the sport of soccer, and sports generally. The passion is so great that even respected scholars sometimes seem to put aside objective or critical thinking when it comes to the topic. When I interviewed people, I discovered many of their opinions are based on experience or gut feelings or simply what they have read or heard in the media, rather than facts or data. I am not sure they realize it, but some of their opinions have both strong and subtle biases, sympathies, and prejudices, and sometimes motivations. I know I have some, too, but I take the steps of challenging them as best I can, as described in my methodology. I do think approaching this study essentially as an outsider without preconceived history, loyalty, or family ties to an European soccer team, not having really lived in Spain or Europe for a long time (but having spent enough time in Spain and Europe to understand some important nuances), and having limited experience-bias does help produce fresh and original ideas and research.7
La Undécima. A photo of the players and coach lifting the 2016 UEFA Champions League trophy in Milan on June 28, 2016, after defeating Atlético Madrid. It is Real Madrid’s eleventh European Cup. After extra time, the final finished with the score still tied 1-1, and Real Madrid won 5-3 in a penalty shootout. Lucas Vázquez, Marcelo, Bale, and Ramos scored their penalty kicks. Cristiano Ronaldo scored the decisive penalty kick after an Atlético Madrid player missed his. Sergio Ramos, the team’s captain who also scored Real Madrid’s goal, is seen lifting the trophy. The coach, Zinedine Zidane, is dressed in a suit and tie.
As you read the book, keep in mind that I am using my best efforts to draw on my academic training and to shed light on a fascinating topic via a scholarly framework. Readers may agree or disagree or even feel like other aspects should be mentioned or examined further. I genuinely welcome constructive feedback. As an academic and curious person, I am always learning and trying to get
