Florentino’s exclusive promise to win over the Madridistas

A unique Real Madrid shirt for every member, unavailable to the public. That is the initiative announced by Florentino Pérez on Tuesday, five days before the vote. The shirt would not be sold to the general public. Only members would be able to own it. The campaign presents the move as another step towards making membership more than a purely sentimental bond. It would also come with an exclusive product.

A promotional video showcases sample designs, ranging from one of the club’s earliest shirts, featuring the purple stripe, to the jersey worn during the Décima triumph. These historic designs would include a distinctive feature: an exclusive badge. The detail would certify the shirt as one produced specifically for members, and for no one else. There would be no additional cost to members.

Distribution would take place annually, with one shirt released each season. Over time, members would gradually build a complete collection. The initiative has been named La Socia and would be introduced if Florentino Pérez wins Sunday’s election.

“Against those who would prefer a weaker Real Madrid, the campaign asserts that pride in belonging is the institution’s greatest strength,” the ticket states. It is a clear swipe at the rival slate. And it comes alongside a new proposal already on the table: an exclusive jersey for every member, every year.

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