The Real Madrid Foundation and ZERTIOR organise this annual event, which grows each year in terms of attendance, notoriety and media coverage.
In 2010, the event came about as one of the proposals included in the Real Madrid Foundation’s Strategic Plan, put together by ZERTIOR. It is held in the Santiago Bernabéu Stadium and is the most important event of the events the Foundation puts on each year. Proceeds from each year go to a number of social projects both in Spain and abroad.
ZERTIOR is in charge of organising the event in all aspects related to strategic planning, logistics, ticketing, broadcasting rights, production, communications, sponsors and other fundraising sources.
Together with the Real Madrid football club, Milan, Manchester United, Bayern Munich, Juventus, Inter, Liverpool, AFC Ajax and AS Roma are teams that have participated in past events to date.