What a galactico does at home: Real Madrid looks to its transformed future

Real Madrid has, like many other football clubs, seen its on-field operations stopped and replaced with digital work – this piece explores what it did and where it plans to go.

Why it matters

One of the biggest, richest football clubs in the world, Real Madrid’s activity in lockdown and ahead of live football’s return shows some of the deeper trends in the world of football and how transformation is as much a business of making change as it is about adapting.


  • A football club without football becomes even more reliant on its brand to keep fans engaged.
  • Though it has not yet stepped fully into eSport, Madrid has had to engage on Twitch, the game-focused platform, using its players as interviewers and personalities more than just recognised faces....
Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands