Super League bombshell! Real Madrid appoint one of European football's most controversial executives

Real Madrid have made a sensational appointment behind the scenes. One of the leading figures in the controversial European Super League project is joining the Spanish giants in a powerful executive position, marking a significant development in the club's commercial strategy.

Details: According to José Félix Díaz of AS, Real Madrid have appointed Bernd Reichart as their new head of business. The German executive, best known for leading the European Super League project as CEO of A22 Sports Management, will take responsibility for the club's stadium operations, sponsorship agreements and merchandising activities. Reichart will report directly to José Ángel Sánchez, Real Madrid's general director and one of president Florentino Pérez's closest associates. The appointment fills an important executive position that had remained vacant for some time.

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The appointment is particularly significant because of Reichart's involvement in one of the most divisive projects in modern European football. As the chief executive of A22 Sports Management, the German became the public face of the Super League initiative, which sought to challenge the existing structure of continental club competitions. Real Madrid were among the strongest supporters of the project, with Florentino Pérez consistently arguing that European football needed fundamental commercial and organisational reforms.

Reichart played a central role in the project's legal and strategic development, particularly during the disputes involving UEFA and the competition's proposed structure. The European Court of Justice ruling in December 2023 provided an important legal development for the Super League's organisers, finding that certain UEFA and FIFA rules governing the approval of new competitions were contrary to European Union competition law. However, the judgment did not automatically authorise the creation of the proposed tournament.

His move to Real Madrid could also signal a new chapter in relations between the Spanish club and European football authorities. According to AS, the appointment comes after a framework agreement reached in February 2026 and could indicate that a broader settlement concerning the Super League dispute is approaching. Nevertheless, no definitive agreement has been established by the appointment itself, and the exact implications for the future of the proposed competition remain uncertain.

Beyond the political significance, Reichart brings extensive commercial and media experience to the Santiago Bernabéu. Before becoming associated with the Super League, he held senior positions in the European broadcasting industry, including at RTL and Atresmedia. That background could prove particularly valuable as Real Madrid seek to maximise revenue from their renovated stadium, expand international sponsorship partnerships and develop new business opportunities beyond traditional matchday income.

It's worth noting that Real Madrid reported operating revenue of approximately €1.221 billion for the 2025/26 financial year, excluding player transfers, setting another benchmark for the club's commercial performance. Stadium revenue increased by 11%, while marketing revenue grew by 6%. Reichart's appointment will place him at the centre of efforts to build on those results and strengthen one of the most valuable football businesses in the world.

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