Real Madrid is reaping rich benefits from its partnership with Microsoft. The $ 30 million deal inked in 2014 has been the key driver as the LaLiga club’s revenue from digital has seen 30% growth during the 2019 fiscal.
The club has reportedly seen an upswing of 30% in its revenue from digital content, primarily boosted by Microsoft Azure cloud service.
The Azure cloud enables the club avail data from over 70 sources, as against a mere five before the tie up, to enhance their fans and content consumer base. “We used to pull data from just five sources before, but now we pull from more than 70 sources using our Microsoft cloud platform. This enabled us to grow our number of fan profiles by about 400 percent in the past two years—it’s now in the millions,” Real Madrid Commercial General Manager Begona Sanz has once said.
InsideSport takes a look how a feature driven by the Microsoft technology on the Real Madrid app enables fans watch the match virtually from any angle or position in the stadium has done the trick to boost the clubs digital revenues.
Real Madrid’s digital sports platform is built by Microsoft Services. The platforms draw deep insights on fan behaviour through advanced analytics. It consists of various components and offers the following interactive experience to the user:
Ø Fan Engagement Platform: This is the club’s back-office marketing engine. It is responsible for capturing fan interactions – mobile interaction in at the stadium, a profile update on website or a merchandise purchase online. It also uses Microsoft Social Engagement to collect data of club mentions from all social media.
Ø Extended Video Platform: Using Microsoft Azure Media Services, Real Madrid can deliver videos related to their past and present matches. The Azure Search enables fans to search for specific games. Fans can also enjoy different camera angles to watch a live match and also player moves.
Ø Consumer Application: Real Madrid’s mobile interactive app enables fans to have access to the club’s content with ease. They can have virtual access to the stadium before, during or post-match, can get access to all the players (past and present).
All of this has helped the Los Blancos to grow exponentially especially digitally. Real Madrid have seen a 30 percent digital revenue growth, courtesy to their partnership with Microsoft. The Spanish giants joined hands with Microsoft in 2014 for a deal of $30 million.
With better hand-held devices and improved data spectrum, digital is giving a constant push to the conventional television. Microsoft has undoubtedly enabled Real Madrid arrive on the scene well in time to take an early lead.