The Spanish giants are working with Microsoft in order to deliver a digital experience to fans which they hope will change the way football is viewed in the future.
Orlando Ayala, Chairman of Emerging Markets at Microsoft, believes Real Madrid’s venture into personalising the fan experience is the way of the future for clubs around the world.
The two companies are hard at work at trying to deliver a digital revolution in order to bring the Spanish giants in closer proximity with their near 450 million fans across the world.
After teaming up over a year ago and developing an app, Ayala is adamant that through cutting-edge technologies, supporters of Real will be able to access exclusive digital services from any where in the world, and that whichever club is quickest to take advantage of such technology will hold a distinct advantage on their rivals.
"Football has been different for some time but there is still room to improve interaction with fans. The traditional sources of revenue for a club like Real Madrid are stable. There is a chance to do more though, to open digital frontiers. The goal is to help the fans experience the Estadio Santiago Bernabeu through their smartphone. We’ll also change things for stars, as Cristiano Ronaldo was bought because of his skills, but clubs will soon be able to see what appeal certain players have through social media for example."
"We wouldn’t revolutionise things, but the more evolved clubs will create digital programming that they can use through a second screen, between halves or matches. It would pose a threat to network TV. It would reduce the fans interest in TV and improve the experience with an electronic device we hold in our hands. For example, we have six cameras that have access to areas that no TV can see, like the bench during a match. Fans at the Bernabeu can activate that with the app and look at live tweets about what is going on."
"They have a team that creates original programming, but the important thing is that they change their model. For example, if you go to Disney World you pay money to visit all the attractions you want. This is the opposite, as there is free content that allows you to get to know people, to profile them in order to offer them something exclusive. Knowing the preferences of each person and make it into a unique experience will transform the sports industry."
"The first club that gets to know 10 million fans will have a huge advantage. Real make €660 million a year and digital software will allow them to hit a billion."
"Real are the first club to have a big footballing database which allows us to use information that is relevant for us. We’re still in the beginning stages, but it could prove crucial. The use of systems and algorithms will improve our predictive abilities. There will come a time when every player will be looked at through their injuries, performances and psychological attributes. I don’t think it will replace the knowledge of a coach as a person will always have the final say, but data will always prove to be crucial."