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Brand Strategy Future of Media Social Media

Real Madrid aims to boost fan experience with Adobe tie-up


By Shawn Lim, Reporter, Asia Pacific

November 9, 2021 | 3 min read

Spanish football club Real Madrid has brought on board Adobe to connect with its fans through omnichannel experiences.


Real Madrid will create, manage and deliver personalized content to connect, excite and drive engagement with fans

One project in the pipeline is bringing the club’s Santiago Bernabéu stadium to a global audience with online experiences, products and services, turning the stadium into a virtual destination.

“The experience of our fans comes first, so it was an easy choice to work with Adobe, who are the leaders in customer experience. The next generation of global fans are creators at heart, and Adobe’s DNA and comprehensive capabilities are letting us realize our vision for a global community who will engage with our expanded digital commerce ecosystem,” said Michael Sutherland, chief transformation officer at Real Madrid.

“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.”

Adobe will also create personalized ads based on where Real Madrid fans are at any given time, such as on public transport or at a bar, to create a more personalized relationship between fans and the club.

To do this, it will create real-time, unified customer profiles so the club can better understand how their fans engage with the brand, when and on which channel. Using the apps and services within Adobe Experience Cloud, Real Madrid will create, manage and deliver personalized content to connect, excite and drive engagement with fans.

Where fans have opted in, brand partners can use segment-based profiles provided by Real Madrid to connect with customers in more direct and personal ways, such as personalized offers and contextual advertising that blend seamlessly into Real Madrid’s existing fan experience.

For example, partners can target a segment of fans with player-endorsed products.

With the help of Adobe, Real Madrid will also accelerate its business and consumer growth in omnichannel commerce to increase value for brand sponsors and partners by helping them open new revenue streams.

“This will accelerate the club’s 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,” said Paul Robson, president of international at Adobe.

Brand Strategy Future of Media Social Media

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