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Real Madrid · Mobile Marketing

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1.- Some figures of Real Madrid CF

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Some figures

Real Madrid: Historic Club based in the Triumph

- First positioned Club with more national

Championship (31)

- The Club with more European Cups (9)

2002 – Named by FIFA as:

“The best football Club of the 20th century”

National Championships European Cups

DALLAS COWBOYS

CHICAGO BULLS

AC MILAN

LA LAKERS

BOSTON CELTICS

MANCHESTER UTD

FC BARCELONA

BAYERN MUNICH

NY YANKEES

JUVENTUS

RM

5

6

13

14

15

15

17

19

26

27

29

DALLAS COWBOYS

CHICAGO BULLS

AC MILAN

LA LAKERS

BOSTON CELTICS

MANCHESTER UTD

FC BARCELONA

BAYERN MUNICH

NY YANKEES

JUVENTUS

5

6

13

14

15

17

21

19

26

27

31

FC BARCELONA.

MANCHESTER UTD

INTER MILAN

JUVENTUS

BENFICA

AJAX

BAYERN MUNICH

LIVERPOOL

AC MILAN

1

2

2

2

2

4

4

5

6

9

INTER MILAN

JUVENTUS

BENFICA

AJAX

BAYERN MUNICH

LIVERPOOL

AC MILAN

RM

3

3

2

2

2

4

4

5

7

9RM RM

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Some figures

Real Madrid is a worldwide brand

South Africa

Top-1: 35%

10,42 mill.

Fuente: Población representativa por país entre 16-69 años. International Study 2005/06

TOP-1-BOX: Real Madrid as

“Very Interesting“ (Scale 5 points)

Spain

Top-1: 36%

10,52 mill.

EEUU

Top-1: 3%

5,8 mill.

UK

Top-1: 14%

5,74 mill.

Italy

Top-1: 19%

7,9 mill.

Germany

Top-1: 19%

10,16 mill.France

Top-1: 17%

6,9 mill.

China

Top-1: 37%

136,7 mill.

Japan

Top-1: 12%

8,6 mill.

Corea del Sur

Top-1: 19%

5,5 mill.

India

Top-1: 4%

20,74 mill.

México

Top-1: 39%

19,9 mill.

Brazil

Top-1: 36%

45,74 mill.

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Some figures

Real Madrid has some of the most important business

characteristics to take advantage of the new media channels

nowadays:

• Prestigious Brand (1.063 M de euros, primera posición en fútbol, 28 en

global. Fuente: Bbdo Consulting).

• Worldwide focus

• Emotional vinculation between the Club and its fans.

• Continuous generation of exclusive content

• Financial resourses and important media exposure

Created in 2007

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2.- Main objectives

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Main objectives

Mobile Marketing Department was created in Nov 2007, under the structure of the

Deputy and Sales General Management, with the next objectives:

• Extra revenues through the mobile content sales.

• Creation of a direct communication tool between the Club and the fans, and

among the fans theirself: MOBILE COMMUNITY OF RM.

• To use the mobile channel in the usual communication actions of the Club

• New media channel for the sponsors

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3.- Content creation Strategy

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Content creation strategy

“Extra revenues through the mobile content sales.”

To reach this objective, the main step is to create the contentCreación de

flujo interno de gestión de contenidos

• Official Photos (Communication dpt)

• Audiovosual content: Real Madrid TV

• News Rss: Realmadrid.com

• Licensing business: official java games…

• Official music and chants of the Club.

•Contests

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3.- Content Distribution Strategy

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Spain

The mobile content distribution strategy is different in Spain than

outside this territory.

ESPAÑA Direct management

INTERNACIONAL business development through licensee

ON

OFF

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International

INTERNATIONAL BUSINESS LICENSEE MODEL

Dificultness of managing directly the mobile content

distribution in all the countries worldwide.

• RM looks for partners to be in charge of the mobile

marketing strategy in it’s territory.

• This partner acquires the exclusivity for that territory.

• This partner pays RM a licensee fee+Rev share

•The exclusivity and the fee are important to assure a

minimum level of promotion by the partner.

Quick growth, with low risk, assuring a

minimum level of incomes.

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International

1

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Internacional. Some examples

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4.- Mobile community of RM

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Step 1: Product and Content creation.

Step 2: Conten sales through the partners network worlwide

Step 3: Creation of the mobile community of RM

• Content and services mobile product that allow the users interact

in real time with the club.

• Take advantage of the existing partners network to sell this

product worlwide.

• Creation of a permission mkt data base for crosselling: tickets

sales, merchand sales, fidelity program….

MYMADRID

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My Madrid is the first mobile community

that a football club launches to the market.

It is a multilanguage and multiformat App

(java, iPhone and soon Android/360) for the

fans worldwide.

My Madrid allow users to access to:

Clasification, Schedule, exclusive contests,

Results, videos, News, Chat, 3d Goals,

Messenger, ticket sales…and soon fidelity

program and sales of jerseys.

My Madrid

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My Madrid · Services

News, minute by minute games, 3d Goals in Real Time, videos, chat, ticket sales…

SERVICIOS

NOTICIAS

J11

Casillas: “Estamos muy unidos”

15/11/2008 20H

Casillas: “Estamos muy unidos”

TITULARES MESSENGER

Cannavaro y Ramos con el gr...

“Volveré a meter goles”

“Hay unidad en la plantilla”

¡Todos con Ruud!

Manda tus mensajes de

apoyo a Ruud Van Nistelrooy(más…)

¡Todos con Ru… MESSENGER

¡Todos con Ruud!Manda tus mensajes de apoyo a

Ruud Van Nistelrooy

Ruud van Nistelrooy sufre una grave

lesión y permanecerá

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5.- Other services

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Other services

-Contracts with the main media group in Spain (Unedisa,

Prisa, La Sexta…) to develop continuos contest in TV,

internet, magazines…offering the fans the possibility to win

exclusive prizes (white days, tickets,…)

-Mobilising traditional serices: sales of merchand, fidelity

program…

-Usage of mobile in the traditional communication messages

with the fans: Videogreeting 3G in Christmas or after winning

the League Trophy.

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7.- Conclussions

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Conclussions

1. Football Clubs have competitive advantages to develop

mobile marketing strategies in a profitable and scalable

way.

2. Real Madrid has bet on the mobile media, as a new

channel to sell content, generate business, data base

creation and crosselling

3. Worldwide focus of all the activities

4. X10 the incomes generated in the last 3 seasons.

5. “To be where the user is, using the channels that the

user uses”

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Special AFC mobile

1. AFC mobile is our official mobile content

distributor in UK for the last 6 months

2. In addition, AFC mobile has generated lots of

mobile concepts (animations, wallpapers) that

are now currently on sales in lots of countries

(Spain, UK, soon Japan…)

3. Also AFC mobile manages the english section

of rm.com, allowing the visitors to the web to

buy mobile content.

4. Soon, new ways of collaboration…