Real Madrid C.F has announced a new partnership with Adobe in a bid to accelerate the club’s growth in the digital experience economy. 

The collaboration looks to turn the La Liga club into an ‘unrivalled global entertainment’ and lifestyle brand by using Adobe’s Experience Cloud

Michael Sutherland, Chief Transformation Officer at Real Madrid CF, 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.”

The team promises to connect fans from around the world through an immersive sports entertainment experience, both on and off-line.

“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,” Sutherland added.

By selecting Adobe, Real Madrid is looking to ‘transform’ its approach to fan engagement by creating deeper connections – from in-stadium to at home – driving better experiences, loyalty, and growth.

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 fanbase.”

The partners aim to give fans a more ‘personal relationship’ with the Spanish top-flight, bringing them closer to the club with Adobe enabling digital experiences across platforms, channels, and devices. 

Furthermore, in the future Real Madrid outlined ambitions to expand on this experience by delivering personalised ads based on where fans are at any given time.

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