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Real Madrid tap Adobe for new digital fan experiences

Spanish soccer club looking to morph into global entertainment and lifestyle brand.

9 November 2021 Ed Dixon

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  • Real to use Adobe Experience Cloud to connect fans through immersive experiences
  • Club will enable brands to deliver personalised offers and contextual advertising for supporters
  • Real claim global fanbase of almost 500m

Spanish soccer giants Real Madrid have partnered with Adobe and will work with the computer software company to offer new digital fan experiences.

The LaLiga club plans to use the new collaboration to turn it into an ‘unrivalled global entertainment and lifestyle brand’. To help achieve this, Real will use Adobe Experience Cloud to connect with fans globally through an immersive sports entertainment experience, which is set to be available on and offline.

Los Blancos are also using Adobe Experience Platform, the customer data platform for Adobe Experience Cloud, to generate real-time, unified customer profiles so the club can better understand when and how fans engage with their brand, as well as on which channel. Using the apps and services within Adobe Experience Cloud, Real will also create, manage and deliver highly personalised content designed to drive deeper engagement.

Real Madrid hope their new fan engagement approach will ensure ‘deeper connections anywhere’, from in-stadium spectators to supporters at home, thus resulting in better experiences and growth across the globe.

This new data and experience-driven focus includes bringing the Santiago Bernabeu stadium to a worldwide audience through an expanded ecosystem of online experiences, products and services, designed to transform the venue into a virtual destination accessible to Real’s fanbase – which the club says totals almost 500 million.

Supporters at home are also set to enjoy a more personal relationship with Real, with Adobe enabling immersive digital experiences across platforms, channels, and devices. In the future, this will include the delivery of personalised ads based on where fans are at any given time, be it on public transport or in a bar.

Furthermore, Adobe intends to enable Real to accelerate their business and consumer growth in omnichannel commerce, increasing value for brand sponsors and partners by helping them open new revenue streams.

Adobe Experience Cloud will again be used to support Real in connecting fans and sponsors. Where fans have opted in, brand partners can use segment-based profiles provided by the club to connect with customers in ‘more direct and personal ways’, including personalised offers and contextual advertising. Adobe stated these offerings will ‘blend seamlessly’ into Real’s existing fan experience platforms.

“The next generation of global fans are creators at heart, and Adobe’s DNA and comprehensive capabilities are letting us realise our vision for a global community who will engage with our expanded digital commerce ecosystem,” said Michael Sutherland, Real Madrid’s chief transformation officer.

“Adobe helps us balance data and privacy in a way that lets us get to know our fans better through earned trust, and by delivering them the products and services they desire.”

Paul Robson, president of international at Adobe, added: “Using Adobe Experience Cloud, Real Madrid will be able to share personalised fan content in real-time and at scale, accelerating its mission to become a global entertainment brand. By taking the electrifying emotion that fans enjoy in the stadium and translating it into immersive digital experiences, the club will be able to build even closer connections with its worldwide fanbase.”

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