Florentino Pérez’s re-election on Sunday as president of football club Real Madrid revives what sounds like one of the world’s least enticing investment opportunities. Pérez aims to sell 5 per cent of the world’s richest club, through a new subsidiary, subject to a referendum of its 100,000 or so owner-members, or socios. His defeated challenger Enrique Riquelme had attacked that plan as a “privatisation”, as though Real Madrid is a public good as vital as, say, fresh water. But Pérez explained to the FT last week that the investment would be more like a sponsorship: “In other words, there are people who associate themselves with Real Madrid without expecting anything.” The 79-year-old, who first took the presidency in 2000 when the club was under financial strain, is a shrewd interpreter of what supporters want. Steven Mandis, an adviser to football governing body Fifa and author of two books on Real Madrid, told the Financial Times he has “never seen a management team so relentle...