Not just a football legend
Santiago Bernabéu, the greatest president of Real Madrid, is well-known in football culture as one of the most influential figures in the history of the sport. He built not just the best club in the world but also a global superpower through years of hard work and dedication. Moreover, he is a role model for every business owner and project manager, demonstrating how to prioritize operations and define clear goals. For these reasons, I consider him one of the greatest project managers of all time — not just in sports, but in human history.
Let's dive into history.
Build up
Joined in 1912 to Real Madrid, Bernabéu spent there 16 years as a player and was never considered as a legendary player. However, his connection to Real Madrid was very strong, laying the foundation for his future leadership.
After retiring as a player, Bernabéu stayed involved with the club and took on more management roles, including Director, Secretary, and Talent Scout in the 1930s. During this time, there were disagreements within the club, partly due to the political instability in Spain, as Bernabéu supported the Nationalist army during the Civil War. Despite these conflicts, no one doubted Bernabéu’s commitment to Real Madrid. His main belief was: "Nothing is more important than the club—not me, and not you."
This approach became a key to his achievements, as he kept that simple strategy in the following years, ensuring success for the club in every way.
Rise of White Shark
In the beginning, Real Madrid wasn’t seen as the biggest football club in Europe, nor did it have the most money compared to other English and Spanish clubs at the time. It was a competitive club from Madrid, but it was not yet the global powerhouse it would become. However, Santiago Bernabéu had a different vision.
After the Spanish Civil War ended in 1939, Real Madrid, like much of Spain, was left in a difficult situation. The club faced financial struggles, lost players, and had a damaged stadium. With limited resources, Bernabéu stepped in to rebuild the club. His goal wasn’t just to restore what was lost, but to create the biggest club in Spain. And he didn’t just support Madrid financially, he changed how the club was run, promoting the belief that "Nothing is more important than the club."
During this time, even socios (club members and directors) worked manually to help rebuild the stadium. This created a chain reaction, leading to increased investment and turning Real Madrid into not just a football club, but a symbol of unity during difficult times. Bernabéu was the one leading this strategy forward.
Under Bernabéu’s leadership, Real Madrid quickly became more than just a competitive Spanish club. He focused on signing top players, including Alfredo Di Stéfano, Francisco Gento, and Ferenc Puskás, who would become part of the famous Madrid '50s team.
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He knew that to become the best, you needed to sign the best players. Therefore, he didn’t gatekeep the recruitment process, sending scouts even to small villages in Latin America on ships far from Spain, to sign valuable players faster than competitors. He was one of the first to adopt this new strategy.
In addition, Bernabéu understood that the club needed to generate its own revenue rather than rely on external investments. This led to the construction of the best stadium at the time — Nuevo Chamartín, which was renamed Estadio Santiago Bernabéu shortly after Bernabéu's death in 1978. This long-term investment helped attract even more great players, won more trophies, and, as a result, created a huge fan base in Spain.
Total Trophies:
Santiago Bernabéu didn’t just win trophies for Real Madrid—he changed how the team thought and worked. He built a winning mindset, teaching them to stay strong and aim high, no matter the challenges. His leadership made Real Madrid a club of champions.
Dynasty of Hierarchs
He created a plan that any business can follow, no matter the time or challenges. Problems may change, but the methods stay the same. His focus on long-term goals, problem-solving, teamwork, and managing people is an example for anyone trying to grow their business. History can teach us everything if we know how to look at it.
This mindset continues to guide Real Madrid’s players, staff, and fans today. It’s about dedication, setting clear goals, and always prioritizing the club. As another great president, Florentino Pérez, said: “Real Madrid is not just a club, it’s a lifestyle.” A lifestyle built on winning, hard work, and unity — all thanks to the vision of Don Santiago Bernabéu.
See you next week,
Aram