Real Madrid has one of the largest and most passionate sporting fanbases on the planet. That’s hardly surprising when you consider Real Madrid’s track record, which includes a record 26 European and worldwide football trophies, 13 UEFA Champions League titles, and the honour of being named FIFA’s Club of the 20th Century.
Today, Real Madrid is igniting the passion of its fans across a range of new channels, and Adobe is proud to be its transformation partner as it sets a new standard for digital fan experiences. Led by Chief Transformation Officer Michael Sutherland, Real Madrid is drawing on customer data to roll out hyper-personalised experiences, NFTs, metahumans and synthetic media to bring virtual fans closer than ever to their heroes.
I recently caught up with Michael and Real Madrid CEO José Ángel Sánchez at the Santiago Bernabéu, the club’s home stadium, to see first-hand how one of the largest and most loved sports teams in the world is evolving into a world-class digital entertainment brand.
A Strategic Partnership Built on Shared Passions
What stands out immediately about Real Madrid’s culture is the passion of the people behind the brand. It’s one of the few sports entities that is entirely owned by its members, all of who live and breathe the game of football along with Real Madrid’s loyal following of fans.