Real Madrid presentation from Camerjam's M-Football conference, 21 Jan 2010, London

1. confidential & proprietary
Real Madrid · Mobile Marketing
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2. confidential & proprietary
1.- Some figures of Real Madrid CF
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3. 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:
confidential & proprietary
“The best football Club of the 20th century”
National Championships European Cups
RM 31
29 RM 9
JUVENTUS 27 AC MILAN 7
6
NY YANKEES 26 LIVERPOOL 5
BAYERN MUNICH 19 BAYERN MUNICH 4
FC BARCELONA 21
17 AJAX 4
MANCHESTER UTD 17
15 BENFICA 2
BOSTON CELTICS 15 JUVENTUS 2
LA LAKERS 14 INTER MILAN 2
AC MILAN 13 MANCHESTER UTD 3
2
CHICAGO BULLS 6 3
1
FC BARCELONA.
DALLAS COWBOYS 5

4. Some figures
Real Madrid is a worldwide brand
TOP-1-BOX: Real Madrid as
“Very Interesting“ (Scale 5 points)
UK
Top-1: 14%
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5,74 mill. Germany
Top-1: 19% China Japan
France 10,16 mill. Top-1: 37% Top-1: 12%
Top-1: 17% 136,7 mill. 8,6 mill.
EEUU 6,9 mill.
Top-1: 3% Italy
5,8 mill. Top-1: 19% Corea del Sur
Spain 7,9 mill. India Top-1: 19%
México Top-1: 36% Top-1: 4%
Top-1: 39% 5,5 mill.
10,52 mill. 20,74 mill.
19,9 mill.
Brazil
Top-1: 36%
45,74 mill.
South Africa
Top-1: 35%
10,42 mill.
Fuente: Población representativa por país entre 16-69 años. International Study 2005/06

5. 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.
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• 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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7. 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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9. Content creation strategy
“Extra revenues through the mobile content sales.”
To reach this objective, the main step is to create the contentCreación de
flujo interno de gestión de contenidos
• Official Photos (Communication dpt)
• Audiovosual content: Real Madrid TV
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• 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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11. Spain
The mobile content distribution strategy is different in Spain than
outside this territory.
ESPAÑA Direct management
INTERNACIONAL business development through licensee
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ON
OFF

12. 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.
confidential & proprietary
• 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.

13. confidential & proprietary International
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14. confidential & proprietary Internacional. Some examples

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4.- Mobile community of RM
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16. 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
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product worlwide.
• Creation of a permission mkt data base for crosselling: tickets
sales, merchand sales, fidelity program….
MYMADRID

17. My Madrid
My Madrid is the first mobile community
that a football club launches to the market.
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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.

18. My Madrid · Services
News, minute by minute games, 3d Goals in Real Time, videos, chat, ticket sales…
confidential & proprietary
TITULARES MESSENGER
Cannavaro y Ramos con el gr...
“Volveré a meter goles”
“Hay unidad en la plantilla”
¡Todos con Ruud!
SERVICIOS 15/11/2008 20H Manda tus mensajes de
apoyo a Ruud Van Nistelrooy
(más…)
J11
Casillas: “Estamos muy unidos”
Casillas: “Estamos muy unidos”
¡Todos con Ru… MESSENGER
NOTICIAS
¡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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20. 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,…)
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-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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22. 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
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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”

23. Special AFC mobile
1. AFC mobile is our official mobile content
distributor in UK for the last 6 months
confidential & proprietary
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…