Bernd Reichart, former CEO of A22 Sports Management, the company behind the European Super League project, has joined Real Madrid as its new head of business operations. According to Palco23, citing Spanish newspaper AS, the German executive will oversee the club’s commercial exploitation of the Santiago Bernabéu, sponsorships and merchandising.
Reichart will report directly to Real Madrid general manager José Ángel Sánchez. The appointment fills a position that had been vacant for some time and strengthens the club’s executive structure in areas central to its commercial revenue strategy.
From the European Super League to Real Madrid
Reichart was appointed CEO of A22 Sports Management in October 2022 and became one of the most prominent representatives of the European Super League project.
His move to Real Madrid comes after the club began moving towards a rapprochement with UEFA following years of conflict over the structure and governance of European club competitions. An understanding was reached in February 2026, and Real Madrid has since put its promotion of the Super League on hold following an agreement involving UEFA and the European Football Clubs (EFC) organisation.
Experience across media and sports marketing
Before joining A22, Reichart built much of his career in the audiovisual and media industries. He served as CEO of RTL Deutschland and was a member of Bertelsmann’s executive committee.
In Spain, he worked at Atresmedia as head of investor relations and director of free-to-air channels during the merger of Antena 3 and laSexta. He also spent three years at sports marketing agency Sportfive.
His background combines media management, commercial strategy and sports marketing, experience that could be relevant to Real Madrid’s efforts to expand its business operations.
Bernabéu commercial strategy in focus
Reichart’s appointment comes as Real Madrid seeks to maximise the commercial potential of its renovated Santiago Bernabéu stadium. The club aims to generate revenue beyond matchdays by hosting a broader range of events and commercial activities throughout the year.
His responsibilities across stadium operations, sponsorships and merchandising place him at the centre of several key revenue streams as Real Madrid continues to develop its commercial model.