Real Madrid and Kylian Mbappé: The Next Galáctico?

Sanchari Guha Niyogi

Product #:W47739

Supplier:Ivey

Discipline:General Management, Strategy

Setting:Spain, 2024

Details:Case (PDF) • 15 pages • 2026-03-09

Subjects:

Geography:

Spain Europe

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In the summer of 2024, Real Madrid Club de Fútbol (Real Madrid) faced a defining strategic decision. Should it sign Kylian Mbappé, the world’s most marketable and talented footballer, in what could become one of the most consequential transfers in sports history? Club president Florentino Pérez viewed Mbappé as the natural heir to Cristiano Ronaldo and the ideal figure to lead Madrid’s next Galáctico era, revitalizing both the team’s on-field dominance and its global commercial appeal. The proposed deal, however, raised complex challenges: a record-breaking financial commitment, potential disruption to the club’s wage and image-rights structure. Should Real Madrid sign Mbappé to don its famous white jersey?

Learning Objectives

This case is well suited for master of business administration (MBA) and executive MBA courses in strategy, general management, sports and media, marketing, contract design, and international business. It is also suitable for advanced undergraduate courses in business administration, management, and sports business. The material works especially well in modules focused on global celebrity brands, athlete marketing, and winner-take-all market dynamics.

By working through this case, students should be able to do the following:

Assess how a superstar signing aligns with an organization’s long-term strategy.
Analyze how athletes function as global brands and the value they bring to clubs, leagues, and sponsors.
Identify marketing strategies to monetize a star signing (sponsorship, merchandising, digital platforms, fan engagement).
Critically evaluate the design of contracts, bonuses, and image rights.
Consider the leadership and cultural implications of integrating a global superstar into a young and ambitious squad.