Florentino Pérez
By the end of the 20th century the land surrounding the Ciudad Deportiva was no longer on the outskirts of Madrid, but had become a transportation hub with the north of the city and a financial area. Its location along the Castellana further increased the land's value. With Real Madrid's debts mounting in the late 1990s, plans to re-zone and commercially develop the land were mooted several times, but it wasn't until the presidency of Florentino Pérez that these plans came to fruition.