Santiago Bernabéu Hosts “MAVIDAD” as Part of Real Madrid’s Non-Matchday Stadium Strategy.

Roger Hampel

Image: @daniolo20 via Instagram

Real Madrid has introduced MAVIDAD Bernabéu, a Christmas-themed immersive experience staged inside the Santiago Bernabéu between 23 and 31 December 2025, further illustrating how the renovated stadium is being positioned as a year-round entertainment and revenue asset rather than a matchday-only venue.

The initiative forms part of a broader shift in stadium operations following the Bernabéu’s redevelopment, which has significantly expanded the venue’s ability to host large-scale events outside football fixtures.

Image: @daniolo20 via Instagram

Stadium Transformation into a Seasonal Entertainment Space

During the Christmas period, the Bernabéu will be temporarily reconfigured into a themed village featuring multiple activity zones, designed for extended visitor dwell time rather than short, event-based attendance. Each visit is expected to last approximately four hours, with daily sessions scheduled from morning to late evening.

From an operational perspective, this format aligns with entertainment park and exhibition models rather than traditional stadium tours, allowing organisers to maximise per-visitor revenue through ticketing, food and beverage, merchandising and ancillary services.

Image: @daniolo20 via Instagram

Non-Matchday Monetisation as a Core Objective MAVIDAD

The launch of MAVIDAD reflects Real Madrid’s broader strategy to increase non-matchday utilisation of the Bernabéu following its transformation into a multi-functional venue. With retractable pitch technology, upgraded internal circulation and flexible event spaces, the stadium is now capable of hosting exhibitions, concerts, corporate events and immersive experiences without disrupting football operations.