Florentino Pérez, in true Joan Laporta style, activates a super lever for Real Madrid

The relationship between Florentino Pérez and Joan Laporta has always been correct. Despite leading the two biggest clubs in Spain, both presidents have maintained a cordial relationship, aware of the importance of protecting LaLiga's global image.

However, their ways of running Madrid and Barça couldn't be more different. Real Madrid has established itself as a global institution, with healthy accounts and an investment capacity that allows them to look to the future. Meanwhile, Barça has spent years struggling to balance its finances, with high debts that have affected every sporting and economic decision for the blaugrana club.

Real Madrid joins the levers appeal

So far, Joan Laporta has activated several financial levers to try to solve Barça's financial difficulties. The first was the sale of 10% of LaLiga's television rights for 25 years to Sixth Street, which brought in €267 million and allowed them to save the 2021/22 season. The second was a similar deal with the same fund, selling an additional 15% for about €400 million.

These deals allowed them to register signings and keep their short-term competitiveness, but they also left the club with financial commitments that will take time to solve. The fans, divided, understand it was the only possible way out, although the debate over whether the future was mortgaged too much is still very much alive.

Florentino Pérez also moves off the field

Real Madrid, with a much more solid financial situation, hasn't needed to resort to such drastic measures. Even so, Florentino Pérez doesn't fall behind when it comes to generating new sources of income. The latest deal was signed with the Melitta Group, in an agreement that highlights the white club's ability to attract top-tier international brands.

The agreement with the German company, which will run until 2029, makes Melitta the official coffee sponsor of Real Madrid. The deal includes the installation of more than 200 coffee machines at Santiago Bernabéu and Valdebebas. In addition, it strengthens the club's international projection, adding a new strategic partner to its sponsorship portfolio.

Two paths, one goal

While Joan Laporta has had to resort to selling assets, Florentino Pérez opts for prestigious partnerships that consolidate the Real Madrid brand as a global benchmark.

They're two different models, shaped by each club's economic reality, but with the same goal: to keep competing at the highest level and keep their teams in the elite.