SPEAKER 1:
An illuminated sign
reads Real Madrid.
Growth means change.
Jose Angel Sanchez.
JOSE ANGEL SANCHEZ:
When you change the culture
of an institution
and you go digital,
you really change dramatically
all the areas of the club.
Microsoft has been key and is
being key for us
in this journey.
We have benefited a lot
of their experience in
this transformation and
also their innovation
capabilities.
Digital is creating the ability
for us to take the club
to every single fan in the world
and that's a revolution.
SPEAKER 1:
Begona Sanz, deputy managing director.
BEGONA SANZ:
We are trying to
get as much data
as possible of our
fans so we are
making it possible in
all our touch points to
address personalized
offers to them.
The digital team nowadays
is more than 30 people.
It's been recently created.
It's been only 12
months where we only
had five people
for this purpose.
SPEAKER 1:
Rafael De Los Santos.
RAFAEL DE LOS SANTOS:
One of the main changes that
we thought that we
needed to do when
we face this digital
transformation
was to change a little
bit the component.
The case of Real Madrid
having a fan base
that is so broad and
is so international,
less than 3 percent of the
people that are following
Real Madrid are in
Spain and the biggest
market that we have,
it doesn't even go
beyond 11 percent.
This knowledge about
the fan is being
crucial for knowing exactly
what the fans are demanding.
I can tell you that a fan
in Madrid is demanding
completely different things from
what a fan in Indonesia
is demanding.
SPEAKER 1:
Fans raise their fists.
RAFAEL DE LOS SANTOS:
Data is coming
from many different sources.
The number of sources
that we have in place was
about five different
sources and now it
goes beyond 70
different sources.
We have millions of fans
where we have their
profiles and this in
the past couple of years has
increased about 400 percent.
The web and the app
are the channels that
are fully owned by Real
Madrid so these two channels
for us is our little kits
and our big kits because we
have reached some of the biggest
numbers when compared to others,
we are the Number 1
club website with
the biggest unique users
traffic during a month,
and also we have the
biggest application
when compared to others clubs.
JOSE ANGEL SANCHEZ:
Once you're reaching your audience
in the digital environment,
and you really experience
a growth in every single
business of the club.
We won't be wrong if we say
that the PVA is helping in
increasing certain
relationships in
a 30 percent or in a 40 percent,
thanks to our
abilities on digital.
There are some relationships
that are really multiplying
by two or three times,
thanks to our
abilities on digital.
SPEAKER 1:
Colorful data graphs.
RAFAEL DE LOS SANTOS:
The traditional business,
I can tell you that
usually grows between 5,
10 percent year over year,
and the digital business
usually grows a
little bit faster
on a double digits.
Only with the very first
agreement that we signed when we
launched the app was paying
exactly for a good portion,
if not all of the project
that we've been developing.
SPEAKER 1:
Attendees file through
a doorway marked tour bernabeu.
JOSE ANGEL SANCHEZ:
As a manager, I
definitely recommend to
invest in technology.
Investing in
technology is a must,
their business will grow
this way and the growth in
digital are much bigger
than in traditional
business today.
You can't really reach
certain types and
levels of growth without
a digital transformation
it's impossible.
SPEAKER 1:
A soccer team scores
a goal fans embrace,
grinning coaches
pump their fists.
RAFAEL DE LOS SANTOS:
Be ready, be patient,
and be ready for the future.
SPEAKER 1:
Microsoft.