Real Madrid Football Club: Applying a Relationship-Management Model to a Sport Organization in Spain
Document Type
Article
Department or Administrative Unit
Communication
Publication Date
9-2011
Abstract
Real Madrid Football Club is today the richest sport team in the world and the third most valuable sport brand, according to the latest rankings (e.g., Deloitte, 2010; Forbes 2009). This scholarly commentary proposes the application of a relationship management model of building long-lasting relationships with fans as the main key of Real Madrid’s success. Results of this study highlight that, under the presidency of Florentino Pérez, a public relations approach has been integrated into every strategic decision including the recruitment of players with media appeal; the use of event planning, Internet, social media, promotional tours, and publications; and the display of Real Madrid’s own audiovisual media. The adoption of this model has proven successful despite poor sports results.
Recommended Citation
García, C. (2011). Real Madrid Football Club: Applying a Relationship-Management Model to a Sport Organization in Spain. International Journal of Sport Communication, 4(3), 284–299. https://doi.org/10.1123/ijsc.4.3.284
Journal
International Journal of Sport Communication
Rights
© 2011 Human Kinetics, Inc.
Comments
This article was originally published in International Journal of Sport Communication. The full-text article from the publisher can be found here.
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