The excitement that James has generated amongst Real Madrid fans could not only be felt in the stands at the Santiago Bernabéu. From there it shifted to the Real Madrid shop located within the stadium. Fans packed the shop as they tried to get their hands on a shirt with the club's newest recruit's name and number on it.

Once the presentation had concluded and the player was speaking to the media, a wave of fans descended to the shop's first floor - the entrance to which is located on calle Padre Damián street -to buy a number 10 Real Madrid shirt. Sales went through the roof. The shop sold €900 shirts in one hour, or 15 shirts a minute, which if not a record, cannot be far off one. The takings were nigh on record breaking too: €90,000 at €100 per shirt.

Every single one of them had the name James and the number 10 printed on them. During that time, five cash registers worked flat out, with an average of 80 people queuing at each of them. The racks of James shirts had to be re-stocked as many as four times. Barely a dozen pink shirts were sold. White was the order of the day.

Once they had sold out, any buyers that arrived a little later had to stop by the shop's printing press in order to have the number 10 printed on their shirts. In light of yesterday's rush, it looks more than likely that James' shirts are going to be one of this season's biggest sellers.