Real Madrid
This multimedia case study showcases the successful marketing of Spanish Soccer Club Real Madrid, one of the world's top soccer teams. Professor Quelch traveled to Madrid to interview key team members and managers, including soccer superstar David Beckham and Club President Florentino Perez, who discusses his efforts to extend the club's brand around the world through multiple channels.
Students are asked to examine the club's business model and the challenges of turning diverse segments of local and international fans of Real Madrid into customers of Real Madrid. HBS professors have taught the case in the Executive Education Advanced Management Program and in the MBA Marketing class.
The video opens with footage of Zinedine Zidane and his fellow team members as they capture and celebrate the team's 9th European championship on May 15, 2002. "The video brings into the classroom the excitement Real Madrid generates among its fan base," said professor Quelch. "We wanted to be able to provide students with insight into the minds and personalities of star players and team leaders. We also wanted to showcase the stadium, sample TV coverage of games, and the team's extensive merchandising efforts."
For more information and to purchase the Real Madrid video, go to HBS Publishing.
