Real Madrid Club de Futbol (Multimedia)

In June 2004, Florentino Perez, a well-known Spanish businessman, was elected president of Real Madrid, one of the world's top soccer clubs. In his campaign, Perez had promised to turn around the club's finances, bring in world-class talent, and extend the club's brand around the world through multiple channels. As re-election looms four years later, his management team reflects on initiatives to date and challenges ahead. The case describes the soccer industry and the trends transforming it. The video includes five video vignettes that illuminate key elements of the case. The five vignettes--The Brand, The President, The Fans, The Players, and The Marketing--include segments of interviews with Real Madrid executives, player David Beckham, and fans of the club. The videos help to explain the power of the Real Madrid brand and the marketing strategies designed to capture maximum brand value.