Real Madrid hires Bernd Reichart as new head of business
German executive Bernd Reichart, until now CEO of A22 Sports Management, is joining Real Madrid to lead the club's business area. He will work under the supervision of managing director José Ángel Sánchez. The move comes after the agreement between the Spanish club and UEFA that put the original Super League project aside.
ByNatilla5 min read
Bernd Reichart, the German executive known in Spain for leading A22 Sports Management, the company behind the Super League project, is joining Real Madrid. The 52-year-old will take charge of the club's business area and will report to managing director José Ángel Sánchez.
- Bernd Reichart will lead Real Madrid's business area under the supervision of José Ángel Sánchez.
- The German executive was for years the public face of A22, the company created in 2022 to push the Super League.
- His arrival follows the peace agreement between Real Madrid and UEFA.
- Reichart studied at the University of Salamanca in the late 1990s and led projects at Atresmedia between 2004 and 2013.
Who is Bernd Reichart, Real Madrid's new business leader
Reichart lands at the Bernabéu after being the visible head of A22 Sports Management, the company founded in 2022 to reshape European football through the creation of the Super League. His profile combines experience in sports management, media and international business development, which fits with the economic expansion strategy Real Madrid has been pushing in recent years.
The German executive has deep ties with Spain. In the late 1990s he spent time studying at the University of Salamanca, and between 2004 and 2013 he led several projects within the Atresmedia group. That period in the Spanish media landscape gave him first-hand knowledge of the national market and connections that now take on new value with his move to the Madrid club.
What role will Reichart have in Real Madrid's structure
The new addition to the corporate side will hold a top position within the club's economic operations. Reichart will run the business area and report directly to managing director José Ángel Sánchez, one of the most influential executives in European football and a key figure in Real Madrid's financial growth over the past two decades.
Within the structure, his work will focus on revenue generation, commercial expansion and the development of new business lines linked to the Santiago Bernabéu stadium and the Real Madrid brand. The club has turned its economic management into a global benchmark, and Reichart's arrival strengthens a strategic department that supports the sporting investment of the first team and other sections.
The Super League is no longer an open front between Real Madrid and UEFA
Reichart's move to Real Madrid comes with an unavoidable backdrop: the agreement between the Spanish club and UEFA that ended the dispute over the Super League. That understanding reduced the room for action of A22, the company born to drive a deep transformation of European football and which had the German executive as its main spokesman.
Interestingly, several ideas defended by that project have gradually been adopted by continental competitions, especially in the Champions League, UEFA's flagship product. The format reform, with more matches and an expanded league phase, echoes some of the demands for change that were raised from the Super League camp.
A global management profile for an increasingly international Real Madrid
The choice of Reichart confirms Real Madrid's commitment to executives with international experience and the ability to operate in complex, regulated environments. His time at A22 forced him to negotiate with clubs, leagues, governing bodies and media outlets across Europe, experience he can now apply to the growth of Madrid's business.
Reichart is entering a new professional chapter in Spain, a country he has been closely connected to throughout his personal and professional life.
What Reichart can bring to the Bernabéu's economic growth
Real Madrid has recently unveiled a renovated stadium that has become an additional source of income for the club. Concerts, corporate events, premium experiences and sponsorship deals are some of the revenue streams the club wants to keep expanding, and the new head of business will play a prominent role in that strategy.
The Real Madrid brand is also expanding in markets such as the United States, the Middle East and Asia. In that landscape, having an executive used to negotiating on a global scale and fluent in several languages is a competitive advantage for the club led by Florentino Pérez.
Frequently asked questions
Who is Bernd Reichart and what will his role be at Real Madrid?
Bernd Reichart is a 52-year-old German executive who served as CEO of A22 Sports Management, the company created in 2022 to push the Super League. At Real Madrid he will lead the business area, reporting to managing director José Ángel Sánchez.
Why is he leaving A22 Sports Management?
His move to Real Madrid follows the peace agreement between the Spanish club and UEFA, which limited A22's room for action. With the original Super League project set aside, Reichart is starting a new professional chapter in Spain.
What is Bernd Reichart's connection to Spain?
The German executive spent time studying at the University of Salamanca in the late 1990s and, between 2004 and 2013, led several projects at the Atresmedia group. That experience gave him close knowledge of the Spanish market and its national media.