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The European football clubs turning stadiums into cash cows

Clubs are racing to transform their venues into entertainment destinations, but competing is costly and not without risk

When work is finally completed on the four-year renovation of Real Madrid’s iconic Santiago Bernabéu stadium early this year, it will boast two important new buttons.

One triggers the new retractable roof, able to close in just 15 minutes, that will protect future concert goers from the elements as they enjoy top international music acts. Taylor Swift is booked to play in May. 

The other button begins the five-hour process that splits the stadium’s football pitch into six sections and sends it to a vast underground storage space, where light, temperature and humidity controls provide optimum conditions to maintain the grass regardless of what is happening overhead.

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