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Real Madrid teams up with Snapchat in latest social media play

Real Madrid, the world’s most valuable football team, has paired up with Snapchat as part of efforts to extend its dominance on the pitch into the world of social media.

The Spanish giants, valued at $3.26bn, have agreed to become the ephemeral messaging apps first individual sports team with its own account and an ‘official live story’ documenting the squads upcoming clash with Barcelona this weekend.

Fans lucky enough to have tickets to ‘El Clasico’ will have the option to submit photos of the action to a live story feed from their mobile phones, with all submissions being curated by a team at Snapchat for compilation in a short video which will be broadcast to Snapchat’s 100m daily users.

Rafael de los Santos, global head of digital for Real Madrid, said: “We keep an eye on every single social media network and have seen how Snapchat has been growing and growing in past few months... especially with millennials. We are very keen on taking advantage of every single channel out there to communicate with our fans and capture the next generation of fans.”

Real Madrid has already amassed 85m likes via its official Facebook page and has 17.5m followers on Twitter, with its Snapchat account drawing 200,000 views per story since launch.

John Glenday

John Glenday is responsible for compiling The Drum's daily morning bulletin and ensuring that overnight breaking news is covered while you're still brushing your teeth. Can also make a mean cup of tea.

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