An Uber driver, adorned in a vintage black Real Madrid jersey featuring Zinedine Zidane’s name on the back, captivated the attention of a passenger as he drove towards the Hard Rock Stadium in Miami Gardens.
Originating from El Salvador, he eagerly shared his passion for being a Madridista, crediting the film series “Goal” as a significant influence.
The trilogy, which follows an undocumented Mexican immigrant’s journey to becoming a football star, features an iconic move to Real Madrid in its sequel titled “Living The Dream”.
Despite the series not achieving massive box office success, it resonated deeply with him, illustrating how cinematic narratives can shape football loyalties across continents.
In discussing Real Madrid’s status, it’s evident that the club stands among the giants in the world of football, a point underscored during the Club World Cup.
Boca Juniors’ initial match against Benfica had been hailed for its vibrant atmosphere, with their supporters creating a buzz at the stadium.
Yet, despite this lively environment, the attendance at that game was relatively low, marking a contrast with the overwhelming turnout for Madrid’s fixtures.
Madrid’s prowess in drawing crowds is indisputable, achieving an impressive average of 67,247 attendees per game while the tournament faced criticisms for low turnout overall.
During the Club World Cup, spectators flocked to witness Madrid play.
At the Bank of America Stadium in Charlotte, a remarkable turnout of 70,248 fans watched the match against Pachuca, in stark contrast to the average attendance of 37,000 at that venue.
Similarly, the quarter-final clash against Borussia Dortmund at MetLife Stadium attracted 76,611 viewers, significantly exceeding prior attendance records at that stadium, where the average had been around 43,000.
Charlie Stillitano, a sports executive involved in arranging high-profile friendly matches for Madrid in the U.S., expressed his sentiments about the club: “There’s nothing like Madrid, no club in the world.”
While it might seem obvious that the most successful club globally would draw crowds, witnessing their popularity firsthand in the U.S. remains an awe-inspiring experience.
The emergence of soccer fans in America, particularly since around 2010, has predominantly gravitated towards the English Premier League.
However, Stillitano pointed out Madrid’s unique allure in the market.
The U.S. Census Bureau noted that nearly 20 percent of the U.S. population in 2023 identified as Hispanic, translating to approximately 65 million potential fans.
While Barcelona has also reached out to this demographic, their lack of Champions League victories for a decade—while Madrid has won it five times—differentiates the two clubs.
Stillitano explained how even in Mexico, many people might favor local teams such as Club America or Chivas, but when asked about a second favorite, the majority would lean towards Real Madrid or Barcelona.
Such dynamics were likely evident among the Pachuca fans in Charlotte, who enjoyed the opportunity to witness both teams play.
Within Madrid, executives have conceptualized their fan engagement through the “engagement pyramid”, which outlines the varying levels of commitment existing among their supporters.
According to a Madrid executive, fans are categorized based on their level of dedication—some live and breathe the club, while others are more casual viewers who still recognize Madrid as a preferred choice.
This framework illustrates the growing interest in Real Madrid across the U.S., as more individuals discover their passion for the team and move up the engagement scale.
Historically, Madrid’s presence in the U.S. has seen surprises, even for club officials.
Ramon Calderon, former president of Madrid, recalled a notable match against Real Salt Lake in Utah nearly two decades ago that drew a full house, revealing the beginnings of the club’s extensive brand recognition overseas.
Calderon highlighted the significance of Madrid’s early ventures in the U.S., noting the attendance of celebrities like Tom Cruise at matches and the overall media interest in the club.
Despite Madrid’s growth, some misconceptions suggest their dominance has always existed.
The 15-time Champions League winners had a long drought, going 32 years without securing the title between 1966 and 1998, with their reputation rising more significantly only in recent years.
Stillitano remarked on the shift in perceptions of clubs in the early 2000s, where Manchester United reigned supreme in popularity, followed by Juventus, Milan, and then Madrid.
This change in the landscape can be traced to deliberate strategies implemented by the club, particularly under the leadership of Florentino Perez.
The Club World Cup, often viewed through a Perez lens, epitomizes Madrid’s brand philosophy, focusing on showcasing top-tier talent around the globe.
An incident during the tournament demonstrated Madrid’s unique approach when the club’s pre-semi-final press conference was unexpectedly canceled as the team faced travel delays, highlighting their focus on performance rather than public appearances.
Though the tournament faces critiques, it remains a platform for the world’s best to compete and expand their brands, much like the galacticos initiative, which aimed to sign star players to boost appeal.
Calderon acknowledged the importance of high-profile signings like Luis Figo, Zidane, Ronaldo, and Beckham in elevating the club’s global image.
Beckham’s debut match garnered unprecedented viewership on television, second only to Princess Diana’s funeral, marking a pivotal moment in Madrid’s international popularity.
Initial resistance characterized Madrid’s approach to U.S. ventures, as there were hesitations about playing friendly matches against potentially competitive clubs.
However, Stillitano’s experience in organizing the first friendly match, which featured Madrid against Roma in 2002, struck a chord with the fans, eventually leading to successful engagements with local teams.
As social media surged, the rivalry between Madrid and Barcelona reached new heights, with both clubs harnessing this opportunity to further cement their presence in the U.S.
Madrid had already implemented strategies to establish themselves, such as building academies and forming partnerships with American brands, which laid the groundwork for their growing fanbase.
The simultaneous prominence of Cristiano Ronaldo and Lionel Messi helped galvanize interest, leading to significant demand for matches featuring both clubs.
Stillitano experienced challenges persuading officials about the value of playing El Clasico in the U.S., given fears that such matches might diminish the game’s allure.
However, the eventual realization that matches could be hosted without compromising their prestige led to the successful series of encounters that followed.
In 2017, the Hard Rock Stadium hosted the first U.S. rendition of El Clasico, catalyzing a significant financial windfall in ticket sales, raising over $35.5 million.
Since then, similar fixtures have occurred in major U.S. cities like Las Vegas, New York, and Dallas, which only further integrated Madrid into American sports culture.
With no presence from rivals like Barcelona or Liverpool in the recent Club World Cup, Madrid’s participation has filled the void, allowing them to shine even brighter on the international stage.
Before their match against Al-Hilal, Perez expressed gratitude toward FIFA for organizing such a prominent event, emphasizing its significance to Madrid’s brand and ambitions in global football.
As they participate in the Club World Cup, Madrid aims not just for victory, but to solidify their standing as world champions, a testament to their relentless pursuit of excellence and an assertion of their identity beyond Spanish football.
By weaving themselves into the fabric of American sports culture, Real Madrid positions itself not just as a European football club, but as a titan representing the Americas on the world stage.
image source from：nytimes
