Real Madrid Reportedly Appoint Bernd Reichart as Head of Commercial
Bernd Reichart, the former chief executive of A22 Sports and public face of the scrapped European Super League project, has reportedly been appointed as the new head of commercial operations at Real Madrid. Reichart will lead the club’s commercial and sponsorship activities, reporting directly to Real Madrid chief executive José Ángel Sánchez.
Commercial Operations at the Santiago Bernabéu
Spanish outlets AS and Marca reported that Reichart is joining the record LaLiga champions to run stadium management, merchandising, and sponsorship. Kicker confirmed the appointment by citing those Spanish platforms, noting that the German executive will take charge of the club’s commercial operations at the Santiago Bernabéu stadium.
Reichart brings a media-heavy background to his new post. Before taking the helm at A22 in July 2022, he served as the chief executive of German commercial television broadcaster RTL from January 2019 until December 2021. His tenure at RTL Deutschland spanned nearly a decade, beginning in 2013 as chief executive of the VOX channel before he rose to group chief executive. Earlier in his career, he worked as head of investor relations and managing director for multi-channel operations at Spain’s Atresmedia group, and spent time as a marketing and sales manager at commercial agency Sportfive.
Super League Figure Joins Real Madrid Administration
The appointment brings a central figure of the aborted European Super League directly into the administrative structure of its most vocal supporter. Real Madrid stood as the final club to remain committed to the project long after other founding teams withdrew following its immediate collapse in April 2021. According to sportcal.com, Real Madrid only formally withdrew from the enterprise in February 2026.
The transition follows a lengthy legal battle against UEFA that culminated in a court ruling recognizing that European soccer’s governing body had abused its dominant position. Reports indicate that Reichart’s move inside the club signals an imminent final European peace agreement following a preliminary deal struck in February, effectively closing the chapter of conflict between Madrid and UEFA.
Bernd Reichart signs for Real Madrid, as AS has been able to know. The executive will occupy a position that had been vacant for some time in the Madrid entity as he is responsible for the business area of the Madrid entity. https://t.co/E8Yd4kNAZ0 pic.twitter.com/txcJvnj0T8
Real Madrid Revenues Exceed 1 Billion Euros
Reichart joins a club operating from a position of profound financial strength. Real Madrid reported record revenues for the 2025-26 season in July, crossing the €1 billion threshold for the third consecutive year. Excluding player transfers, the club generated €1.22 billion, marking a 3.1% increase from the 2024-25 financial year.
That expansion stems primarily from internal business units, with stadium revenue climbing 11% and marketing revenue rising 6%. The commercial growth was aided by renewed sponsorship agreements, including a partnership with food delivery service Uber Eats running through mid-2029.
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