Real Madrid Reportedly Set to Appoint Bernd Reichart to Senior Business Role
Real Madrid are reportedly preparing to strengthen the club’s commercial leadership, with former media executive Bernd Reichart expected to take on a senior role focused on business operations. Spanish reports say the German executive will oversee important revenue-generating areas, including the Santiago Bernabéu Stadium, sponsorships and merchandising.
The reported appointment would bring Reichart back into the spotlight after his high-profile work with A22 Sports Management, the company that promoted the proposed European Super League. His arrival would also come at a notable moment for Real Madrid: the club has recently moved to put its dispute with UEFA over the failed competition behind it.
What role is Reichart expected to take at Real Madrid?
According to Spanish newspaper AS, Reichart is expected to become Real Madrid’s “Head of Business,” working under general director José Ángel Sánchez. Sources close to the club have also reportedly confirmed his anticipated move to Marca, although details of the appointment and its precise responsibilities have yet to be formally announced by Real Madrid.
The position would place Reichart in charge of several commercial priorities. Among them is the Santiago Bernabéu, whose redevelopment has transformed the stadium into a year-round venue with potential for events beyond football. Real Madrid’s sponsorship portfolio and merchandise business are also expected to fall within his remit.
For a club with a global following, these operations are central to maintaining financial strength and expanding its reach. Matchday income remains important, but modern football clubs increasingly depend on partnerships, retail, stadium events and international audiences. A senior executive with experience in media and sports strategy could help Real Madrid coordinate those areas as it seeks to make the most of its brand and renovated home.
From A22 Sports Management to the Bernabéu
Reichart’s most recent prominent role was as the public face and chief executive of A22 Sports Management. Established in 2022, the company became closely associated with efforts to create a European Super League, a breakaway competition that drew strong opposition from many supporters, governing bodies and clubs.
The proposed tournament was backed by Real Madrid president Florentino Pérez, who was among the leading figures advocating for a separate elite competition involving Europe’s biggest clubs. The original plan included 12 founding clubs, but the project quickly encountered resistance. Several clubs later distanced themselves from the initiative, and the competition failed to launch in its original form.
A22 subsequently presented a revised proposal under the name “Unify League.” By then, the project had changed significantly, while some former co-founders—including Barcelona and Chelsea—had already withdrawn from the original plans. The Super League debate nevertheless continued to shape discussions about competition formats, club revenues and the balance of power in European football.
Real Madrid and UEFA move on from their dispute
Real Madrid and A22 had previously sought more than €4 billion in damages from UEFA. They argued that European football’s governing body had abused its dominant market position by preventing the Super League from being established. UEFA rejected the project, maintaining its authority over European competitions and their approval process.
Real Madrid and UEFA reportedly reached an agreement this year to end their dispute over the failed launch. Reichart’s expected move to the club therefore comes after a significant shift in the relationship between Real Madrid and the governing body. His past connection to A22 is likely to attract attention, but the reported role appears focused on commercial management rather than competition governance.
The timing may also prompt questions about how Real Madrid intends to approach future football business debates. The club remains one of Europe’s most influential institutions, and its decisions on stadium development, global partnerships and competition strategy can have an impact well beyond Spain.
A career spanning television and international media
Before becoming associated with the Super League project, Reichart built a career in broadcasting and media. He served as chief executive of RTL Deutschland and held senior positions at VOX and Atresmedia, a major Spanish media group. That experience could be relevant to a role involving sponsorship, content, audience engagement and the commercial use of the Bernabéu.
Reichart also has a longstanding connection to Spain. A native of Scheidegg in Bavaria, he studied for a period at the University of Salamanca in the late 1990s and has lived in Spain since 2003. His familiarity with Spanish culture and the country’s media industry may help him navigate the local market while drawing on his experience in international entertainment.
His background is not a conventional route into football club management. Rather than coming through sporting operations, coaching or player recruitment, Reichart’s career has focused on media, business development and the commercial side of sport. That distinction could be useful as clubs compete to turn global attention into sustainable revenue.
Why the appointment could matter for Real Madrid
Real Madrid’s commercial ambitions extend beyond matchday income. The redesigned Bernabéu is intended to operate as a major venue throughout the year, while the club continues to build partnerships and sell merchandise to supporters worldwide. Managing these activities effectively requires coordination between the stadium, brand, media and sponsorship teams.
Reichart’s reported appointment could signal a more centralized approach to those responsibilities. It may also reflect the growing importance of business leadership in elite football, where clubs must balance sporting success with investment, infrastructure and long-term financial planning.
For supporters, the immediate question is whether the club will confirm the appointment and clarify Reichart’s authority. Until an official announcement is made, the reported title and responsibilities should be treated as provisional. Still, the prospect of a former RTL Deutschland chief and Super League advocate joining Real Madrid adds a fresh dimension to the club’s leadership story—and could influence how it develops its commercial strategy in the seasons ahead.
As Real Madrid continue to compete for major honours on the pitch, their business decisions will remain part of the wider football conversation. Reichart’s reported arrival would bring experience in media and sports management to a club seeking to make its stadium, sponsorship network and global brand work even harder.
