Bernabéu adds Upper Deck Golf as venue pushes year-round events

Upper Deck Golf will stage its first Spanish event at the Santiago Bernabéu this autumn, turning Real Madrid’s stadium into an interactive golf experience designed to sell timed participation slots and premium add-ons.The activation is scheduled to run from September 24 to September 27, with tee boxes placed in the upper tiers and custom greens and targets set out on the pitch to create a multi-shot course inside the stadium.The concept is another example of the Bernabéu’s post-renovation commercial strategy, which is built around higher-yield venue utilisation beyond matchdays, including ticketed experiences, hospitality-led activations and non-sport event programming.Marc Bender and Adam Wachter, managing partners of Upper Deck Golf, said: “We are incredibly proud to announce Spain as the next stop on our global expansion, kicking off at the historic Bernabéu. "The energy of Spanish sports fans is unmatched, making this the perfect backdrop for our first event in the country. Together with this world-class venue, we’re ready to welcome fans inside the stadium for a one-of-a-kind, interactive golf experience they will never forget.”Event sessions are planned across all four days from 0700 to 2100, offered in two-player increments, which supports a high-volume throughput model while keeping the product positioned as a premium, bookable experience.VIP packages will be sold alongside standard tee times, with perks including entry into additional driving, chipping and putting challenges and included food and beverage items, creating clear upsell routes for higher-spend customers.Equipment provision is built into the operational model, with right-hand, left-hand, women’s and senior clubs available at each hitting location and supplied by PXG, reducing barriers for casual participants and broadening the addressable audience beyond regular golfers.The Bernabéu’s own events positioning has leaned heavily on versatility and destination appeal, with the venue marketing itself as a platform that can host sport, entertainment, hospitality and experiential formats at scale.Upper Deck Golf’s Bernabéu debut also signals the exportability of US-style stadium experiences into European football markets, where rights holders and venue operators are increasingly looking at ticketed, non-matchday products that can be delivered without compromising pitch standards during the season.The next steps are tee time registration opening in August, followed by the release of limited slots and package inventory as the Bernabéu and Upper Deck Golf finalise operational planning for the September event window.