Real Madrid, and its marketing, is very much in the news at the moment, with the club in talks with Microsoft to rename the Bernabeu stadium, on the back of the €100m mega-signing of Gareth Bale.
I thought I’d take a glance at Real Madrid’s activities in digital, to see whether it is indeed a Galáctico, or merely a pececillo (or minnow).
In May of this year, Forbes judged Real Madrid, despite being the world’s richest club, to be the third biggest brand in the world of football, with a brand value of £409m.
This was significantly behind Manchester United in second, whose social media presence we’ve previously identified on this blog as on the right track but nascent. So how does Madrid compare?
Is the club as successful online as in broader business? Are the digital assets of the club as good as its rivals?
Before we get into it, it's worth noting that we should perhaps expect the club to demonstrate best practice, as it has its own graduate school that runs a masters course in sports marketing.