Real Madrid president Florentino Perez says he'll place entertainment ahead of winning trophies during his reign.

Speaking with CNN, Florentino declared: "We have an obligation to win everything every year, and above all, to fight for everything.

"It is true that to win trophies is important, but good work and effort is also part of this club. What is unforgivable is to have no ambition or ability to excite. The fans should get from us what they deserve.

"Real Madrid is the best known brand in the world and the players have to know that when they play, half the world is watching them. So you have to win and also entertain, fascinate and conquer hearts."