The announcement that Villarreal and FC Barcelona will play an official match in Miami has set off the alarm at Santiago Bernabéu. It's not just a matter of scheduling or logistics, but of interests, image, and market.
Real Madrid has spent years designing a strategy to establish itself as the main reference for Spanish soccer in the United States, with a special focus on Florida and, most notably, Miami.
Florentino Pérez believes that these kinds of events must include the white club's presence to keep its dominance in the North American market.
A Villarreal-Barça match in the heart of the U.S. Hispanic market represents a showcase that, in his opinion, can't be handed over to rivals.
A blow in the most desired market
Miami is the crown jewel for any club looking to expand its brand in America. There, a passionate Latin fan base for soccer is concentrated, with a significant presence of Barça supporters.
The fact that the match is official, not just a friendly, makes it a media milestone. It's a threat that could steal the spotlight from Real Madrid in one of its preferred territories.
At Bernabéu, they believe it's not just a Villarreal-Barça match, but a move that strengthens the international image of the culés. For Florentino, allowing that to happen without Madrid's involvement would be a strategic mistake.
Double standard
What's curious is that Real Madrid itself has promoted the hosting of an NFL game at Santiago Bernabéu. It's an event that has nothing to do with soccer, LaLiga, or the United States.
This openness to "outside" spectacles contrasts with the outright refusal to let a LaLiga match be played outside Spain if the white team isn't present.
Moreover, the American football game features the Miami Dolphins—Miami again—against the Washington Commanders. Florentino finds it so logical for this game to be played at Bernabéu that he's willing to carry out renovations at the venue.
This apparent contradiction has sparked criticism on social media, where many fans point out that Florentino's anger doesn't stem from sporting principles. It's only the fear of losing media attention to its main rival.
Barça delighted with the idea
At Camp Nou, the reaction has been very different. The blaugrana board sees this trip as a golden opportunity to strengthen its global brand. Also to regain ground in a market where Real Madrid has invested heavily in recent years.
For Barça, playing in Miami, Leo Messi's city, means revenue, visibility, and a direct connection with a fan base that's growing thousands of kilometers (km) away from Catalonia.
The controversy, far from dying down, will keep fueling headlines in the coming weeks. What is clear is that, in the silent war for the U.S. market, any move that doesn't include Real Madrid is seen at Chamartín as a direct threat.
At Barça, they're very clear about it. Real Madrid will always oppose any initiative in which the white team isn't the protagonist.