Real Madrid, Adobe to transform Santiago Bernabéu into ‘virtual destination’

Spanish LaLiga football club Real Madrid has entered into a partnership with computer software company Adobe to create “premium entertainment experiences” for supporters.

Real Madrid and Adobe will look to bring the Santiago Bernabéu to a global audience through an “expanded ecosystem” of online experiences, products and services. The initiative will transform the stadium into a virtual destination that can be accessed by fans worldwide.

Real Madrid will use Adobe Experience Platform, the customer data platform for Adobe Experience Cloud, to create real-time unified customer profiles to better understand how its fans engage with the club and through which channel.

The club will use the apps and services within Adobe Experience Cloud to create, manage and deliver highly personalised content to drive fan engagement. Adobe will also enable immersive digital experiences across platforms, channels and devices.

Currently, digital advertising boards at the Santiago Bernabéu change dynamically depending on what country fans are watching from, and in the future Real Madrid will be able to elevate this further by delivering personalised ads based on where fans are at any given time, such as on public transport or at a bar.

Additionally, Adobe will work with Real Madrid to increase value for brand sponsors and partners by helping them open new revenue streams. Where fans have opted in, brand partners can use segment-based profiles provided by the club to connect with customers in more direct and personal ways, according to Adobe.

Michael Sutherland, chief transformation officer at Real Madrid, said: “The experience of our fans comes first, so it was an easy choice to work with Adobe, who are the leaders in customer experience.

“The next generation of global fans are creators at heart, and Adobe’s DNA and comprehensive capabilities are letting us realise our vision for a global community who will engage with our expanded digital commerce ecosystem. Adobe helps us balance data and privacy in a way that lets us get to know our fans better through earned trust, and by delivering them the products and services they desire.”

Paul Robson, president of international at Adobe, added: “Using Adobe Experience Cloud, Real Madrid will be able to share personalised fan content in real-time and at scale, accelerating its mission to become a global entertainment brand. By taking the electrifying emotion that fans enjoy in the stadium and translating it into immersive digital experiences, the club will be able to build even closer connections with its worldwide fan base.”

Image: Vienna Reyes on Unsplash