Real Madrid score Adobe partnership

LaLiga giants to work on their growth in the digital experience economy following the new partnership.

LaLiga heavyweights Real Madrid have announced a new partnership with Adobe in an attempt to increase the club’s growth in the digital experience economy.

Through their collaboration with Adobe, Real Madrid will use the company’s Experience Cloud to transform themselves into an ‘unrivalled global entertainment’ and lifestyle brand.

The Spanish club have set goals to connect with the fans around the world via an immersive sports entertainment experience that will be both online and offline. Real Madrid will look to transform their approach to fan engagement with this partnership by creating deeper connections both in the stadium and at home to give fans a better experience.

Michael Sutherland, Chief Transformation Officer, Real Madrid, commented:

“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 Adobe International, said:

“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.”