A New Era at Santiago Bernabéu Stadium: A Conversation Inside Real Madrid’s Halo Display Renovation
The iconic Santiago Bernabéu Stadium underwent a major LED display upgrade including a massive Halo display. To hear about the impact it is having a Real Madrid C.F. matches, Justin and Matt sat down with Enrique Uriel, the club’s head of IT, and Ivan Del Rio, Daktronics lead sales on the project. The conversation includes the decision behind the stadium’s new halo, the rest of the displays installed throughout the stadium and how they are using the technology to entertain fans at every event.
Matt Anderson on 6/10/2025
Categories: Pro Sports and Colleges
In the fall of last year, the Daktronics Experience Podcast went international. We packed our gear, hopped on a plane and made our way to one of the most iconic sports venues in the world: Santiago Bernabéu Stadium, home of Real Madrid C.F.
Sitting down with Enrique Uriel, Real Madrid’s chief information officer, and Ivan Del Rio, Daktronics’ regional manager for Southern Europe, we dove into the details behind one of the most ambitious stadium renovations in Europe.
From the start, it was clear: this wasn’t just about adding a screen. It was about creating an immersive experience.
“This is not just buying a TV and putting it on the wall,” Ivan said. “This is a cone-shaped, tilted halo with unique engineering. It’s a question of product and project.”
A Global Vision, Born in the U.S.
The roots of this collaboration stretch back nearly a decade. Enrique recalled a trip to the U.S. in 2014 that made a lasting impression.
“If you wanted to see stadiums with a new concept of the show, you had to go to the U.S. to see Cowboys, Falcons, Minnesota, Madison Square Garden,” Enrique said. “We did quite a number of trips and saw so many amazing venues.”
That inspiration sparked Real Madrid’s pursuit of something never-before-seen in Europe—a massive, seamless LED halo and a network of displays designed to amplify content, storytelling and fan engagement at every turn.
A Partnership, Not a Purchase
In 2016, Daktronics completed its first installation at the stadium. But as Enrique explained, the real work was still ahead.
“We knew this was going to be a massive transformation. We went through 80 different design iterations to get the final look of the halo,” he said. “It was a matter of hundreds and hundreds of iterations to sign this kind of solution.”
When it came time to select a display partner, Real Madrid looked beyond the basics.
“If the driver is price, forget about this project,” Enrique said. “You need the product, the project and the people. Daktronics owns the process from design to delivery. You’re not just buying LEDs from a third party. They’re innovating and controlling the end-to-end process.”
This level of integration made all the difference, especially with a structure as complex as this.
“Some companies we approached actually refused to do it. They saw the complexity and said, ‘We’re not there to handle that,’” he added.
Engineering for Impact
The final product? A tilted, conic-shaped halo board engineered with precise attention to structure and movement. Five segmented pieces accommodate roof movement, and vertical stick products were used in the corners to maintain a seamless visual experience.
Even the fascia ribbons around the stadium play a key role in immersive storytelling. Coca-Cola animations that begin in the halo and cascade through the ribbon and out to the perimeter show just how deeply integrated the visual system is.
“You can play with sensations and the imagination of the people,” Enrique said. “Even the smallest details, like the dip above the goals, were intentional.”
Content That Connects
With the structure in place, Real Madrid turned its attention to content and control. A dedicated team inside the show control room works with multiple stakeholders to craft dynamic, synchronized presentations for matches, concerts and sponsor activations.
“Content is the new gold,” Enrique said. “I may not create it, but I make it happen.”
From Emirates planes flying across the halo to footballs filling the screen, the creative team ensures each piece of content delivers impact. Sponsors love the results. So do fans.
“The impact on players and fans was amazing,” Enrique said. “That first time it turned on, you could hear the reactions. Everyone was saying, ‘Wow.’”
Lessons From the Journey
After 25 years with the club, Enrique has seen it all. But this project sparked something new.
“I lost the capacity to be surprised,” he said. “Now, I look for things that can excite me again, and this project did that. Content is the only thing that can make things different now. And we’re just getting started.”
His advice for anyone considering a similar journey?
“Don’t take price as the first driver,” Enrique said. “Visualize the end. Think about the goal and work backward. Then find the right people to take the trip with you.”
Tune in to the Full Podcast Episode
To hear the full conversation with Enrique and Ivan, check out the episode on The Daktronics Experience podcast - available wherever you listen - or watch the video version on YouTube.
FULL EPISODE: 251 – The Halo Effect at Real Madrid with Enrique Uriel
YOUTUBE VERSION: The Halo Effect at Real Madrid with Enrique Uriel