Industry News

Real Madrid plots global growth with new ‘immersive experience’

Spanish LaLiga football club Real Madrid has revealed plans to launch a new ‘interactive and immersive touring football experience’ as it seeks to boost its brand in regions around the world.

‘Real Madrid World of Football, Come Play!’ will be housed in a touring pavilion, inspired by the club’s Santiago Bernabeu Stadium in Madrid.

The exhibition will travel to 15 cities over the next five years, inviting fans of all ages to visit and access four unique visitor experience zones.

Supporters can learn about the team’s 100-year history and experience what it is like to be a Real Madrid player in the 360º virtual zone, as well as compare their skills and knowledge of the club against players and coaches in the interactive ‘Come Play’ zone, and also visit an on-site merchandise store.

Real Madrid will run the new initiative in partnership with Australian ticketing, live entertainment and data analytics firm TEG, as well as global entertainment, exhibitions and special events company, iEC.

Tony Cochrane, founding director of iEC, said: “The Real Madrid World of Football, Come Play! global touring experience will bring the passion, spirit, and legacy of the club directly to these football fans.

“In fact, the exhibition will not just target the Real Madrid community; the interactive and immersive content is designed to attract and engage all fans of football throughout the world.

“Our aim is to make the impossible, possible, so that fans around the world can feel what it’s really like to be physically amongst this incredible team.”

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