Real Madrid and Adobe partner to deliver world-class digital entertainment


NEW STORIES. 09/11/2021

This partnership allows the club to create and deliver highly personalized content to fans.

real Madrid announced the incorporation of Adobe, a brand that is changing the world through digital experiences, as the club’s new official sponsor. As part of this relationship, the goal is to provide fans with immersive premium sports entertainment experiences, connecting them both online and offline using Adobe Experience Cloud.

Using Adobe’s customer data platform, real Madrid create real-time fan profiles to better understand how fans engage with the brand, when, and through what channel. The club will then be able to create, manage and deliver highly personalized content to connect, engage, excite and foster deeper engagement. real Madrid will also be able to accelerate the growth of its business by increasing the value for sponsors and partners and by helping to open up new sources of income.

the real Madrid CTO Michael Sutherland said at the launch event, “Our fan experience comes first, making it an easy choice to work with Adobe, the leader in customer experience. The next generation of global fans are creators at heart, and Adobe’s DNA and comprehensive capabilities enable us to realize our vision of a global community that will engage with our extensive digital commerce ecosystem. Adobe helps us balance data and privacy in a way that allows us to get to know our fans better through the trust we earn, and by providing them with the products and services they want. ”

Adobe International President Paul Robson said: “
Using Adobe Experience Cloud, real Madrid will be able to share personalized content for fans in real time and at scale, accelerating its mission to become a global entertainment brand. By taking the electrifying emotion fans enjoy in the stadium and translating it into immersive digital experiences, the club will be able to bond even closer to its global fan base.

Experience in the stadium and at home
Digitally, Adobe and real Madrid take it Santiago Bernabéu to a global audience using an expanded ecosystem of online experiences, products and services. The stadium will be transformed into a virtual destination accessible to millions of fans. From their home, they will experience a more personal relationship with real Madrid, becoming closer to the club than ever before, enabling immersive digital experiences across all platforms, channels and devices.


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