Despite Real Madrid preparing to give the Estadio Santiago Bernabeu a facelift, there are no plans on the club's part to rebrand the stadium.
A number of stadiums redeveloped in recent years have been rebranded, with clubs looking to get some money back through lucrative sponsorship deals, but Madrid aren't thinking along those lines at the moment.
Global Director David Hopkinson spoke to World Football Summit about the matter and his role at the club.
Santiago Bernabeu is almost a sacred figure for Real Madrid fans. Will the stadium change its name at some point?
I think anything is possible, but we are not working on that right now. My personal view is that we have an extraordinary set of revenue opportunities that don't involve changing the name of the stadium.
I'm not sure if putting a corporate name on would be the right thing, in fact it would probably be the wrong thing. There are certain venues around the world that are so iconic, such as ours, Old Trafford, Madison Square Garden, they won't benefit from a corporate name. My belief is that Estadio Santiago Bernabeu is one of those.
Real Madrid are globally recognised for its unique essence. After almost a year at the club, do you think you fully understand those values that make the club different?
I think I understand a lot about it, but I'm still learning. When I was preparing to come, I read Steve Mandi's book "The Real Madrid Way", which is a book that really focuses on articulating the club's values. I found that incredibly powerful, incredibly attractive, and it was one of the reasons I came here. I'm still in the process of learning. About a year in, I feel like I got a good work in understanding the importance of those values, the importance of commitment to excellence, a commitment to championships, a commitment to always giving your best, a commitment to never giving up. And I see that set of values and forms of behaviours, not just as a football club, also in the people who work here at Real Madrid.