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Adobe Summit 2023 | AJO Session - How Real Madrid is Transforming the Fan Relationship




Recording URL: How Real Madrid is Transforming the Fan Relationship

Session: Fancentricity and the Future of Customer Engagement

An exciting paradigm shift is taking place in marketing: the evolution of one-way, broadcast direct marketing into personal, 1:1, instant conversational experiences at scale. World-renowned football club Real Madrid views the future of marketing as conversational, omnichannel, and fancentric with two-way, real-time customer engagement at the core. Joined on stage by global messaging leader Sinch, this session explores how, by using Adobe technologies, Real Madrid is bringing fans to the forefront of its digital transformation roadmap.

In this session:

  • Omnichannel messaging as a critical component of CX
  • Customer engagement strategies and the shift to real-time, 1:1 engagement at scale


  • Jonathan Bean, Chief Marketing Officer , Sinch
  • Michael Sutherland, Chief Transformation Officer, Real Madrid C.F.


Adobe Journey Optimizer, Adobe Experience Platform, Adobe Experience Cloud, Adobe Real-Time CDP, Adobe Target


How Real Madrid is Transforming the Fan Relationship


Please use this thread to ask questions related to this session.

Sukrity Wadhwa
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