Industry News

Real Madrid launch audio-focused interactive stadium guide

Spanish LaLiga football club Real Madrid has launched the first interactive audio guide for the Bernabéu Tour alongside its partner, US software giant Microsoft.

While at the club’s home ground, the Santiago Bernabéu, the new application will take visitors on an immersive tour throughout the presidential box at the stadium with the advanced technology provided to by Microsoft.

The audio guide uses Microsoft technology to enable fans to live an interactive digital experience to game while visiting the Bernabéu stadium.

Real Madrid and Microsoft have already been partners for three years.

The tour will provide fans with facts about the team and the players, a history through photographs, historical documents, videos and match commentary from the club’s memorable games.

The Bernabéu Tour now includes previously unreleased material such as the best goals from recent seasons; player testimonials; photographs that are not featured on the tour but that can be viewed using the guide; infographics on the new stadium project; and other multimedia resources.

Former Real Madrid player Emilio Butragueño, who now serves as the club’s director of institutional relations, said: “The Bernabéu is one of the most emblematic places in the world of football and thanks to the technology we will offer an even richer experience to our visitors so that those who come don’t forget their visit to the Santiago Bernabéu.
“We have forged a rich legacy from previous generations and that forces us to aspire to lead in all areas, including digital, in which we work with a world leader like Microsoft. We have been the first global brand to reach 100 million followers on Facebook and one of our goals is to keep growing in the digital environment with Microsoft. Thanks to the digital world, the direct relationship with our fans will be more enriching”.

Meanwhile, Real Madrid’s El Clasico counterpart Barcelona has provided an update on plans for the Johan Cruyff Stadium.

The stadium will be built within the club’s training complex, Ciutat Esportiva, and will be named after Cruyff, Barcelona’s former player and manager.

The Dutchman, who won the Ballon d’Or three times in his playing career, died last year from lung cancer. Cruyff is also regarded as one of the most influential coaches in football history and won the European Cup with Barcelona in 1992.

Planning permission for the stadium is close to being processed, and the stadium could start being built as early as this summer. The project is set to be complete for the 2018/19 season, and Jordi Moix, commissioner for the Espai Barca complex, said he was hopeful work would begin in July.