Source: StadiumDB.com; Author: Paulina Scola
The renovation of the Santiago Bernabéu aims to take the venue beyond football. As Florentino Pérez himself said, they strive to turn it into “Europe’s largest recreation and entertainment center.” I learned another interesting detail about this initiative.
A brewery that meets the needs of stadiums
A beer factory will be established at the renovated Real Madrid stadium, producing beer that will be sold during matches and other events at the venue.The brewery’s equipment will be managed by the Madrid-based brand Mahou San Miguel. In an interview with Expansión, company CEO Alberto Rodríguez Toquero asserted that the project: It was a dream come true.
He is also in this space very noticeable
The location is probably near the stadium’s honor box, in Father Damian’s area.
The factory will produce beer directly within the stadium, and although the exact opening date is not yet known, Rodríguez-Toquero assures us that it will be a unique space that will open soon and set a precedent. The Mahou San Miguel project is part of a series of renovations through which Real Madrid aims to redefine the concept of the stadium and add new value to the spectator experience. Thanks to these and other initiatives, the new Santiago Bernabéu Generates approximately 400 million euros annually.
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Mahou as a sponsor of Spanish sports
This new project aims to connect Madrid’s beer brands more closely with the city and the club itself. In addition, a dedicated beer sales space will also offer gourmet offers during the event. In fact, this stadium is one of the few in the world to have its own brewery.
Mahou’s association with soccer is historic, and for good reason. The brand sponsors a total of 12 Spanish teams. Furthermore, just a few months ago, the company announced an investment of 90 million euros to launch its own sports channel for bars in cooperation with the Spanish federation, with which it has a sponsorship agreement.
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