Publications
Publications
- July 2005 (Revised April 2009)
- HBS Case Collection
Real Madrid Club de Futbol (Multimedia)
By: John A. Quelch
Abstract
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.
Keywords
Risk Management; Brands and Branding; Marketing Strategy; Organizational Change and Adaptation; Sports; Expansion; Sports Industry; Spain
Citation
Quelch, John A. "Real Madrid Club de Futbol (Multimedia)." Harvard Business School Multimedia/Video Case 505-081, July 2005. (Revised April 2009.)