Real Madrid sells a dream

Real Madrid is the richest world’s football club in terms of revenue and the most valuable sports team, established in 1878.

Their strategy is increase brand awareness in order to generate new income. In 2000, the new presidency Florentino Perez changed the business strategy of Real Madrid. His main goal was to make the club the “top sports firm in Europe”. The strategy of the club is based on three different criteria: the sporting, marketing and social strategy.

Sources: Real Madrid’s Strategic Pillars and Objectives

To gain more market and more visibility, Real Madrid wants to conquer a new market, which are Asian countries. The football market is practically unexplored in these countries.

In order to maintain contact with their supporters, they created “Real Madrid Fan Card”.

With this card they create a community to those who like Real Madrid, their slogan is “Become an International Madridista”. This loyalty card allows having some reduction, showing the passion for your favorite club and being part of the foot member around the world.

The business model of Real Madrid is to sell the rights to the image of the club and club players, merchandising rights. It helps the club to increase its marketing income by obtaining exploitation of players image.

Today, it’s very important to be active on Internet by using different technologies as web services and social media. They promote their brand on Internet and encourage supporter’s to buy online their products.

Not to loose brand awareness, Real Madrid opened official club stores and franchises around the word to sell their products. The commercialization strategy is multichannel, it’s means that Real Madrid push sales through mails, telesales or Internet.