Real Madrid Unveil New Personalised Fan Content Via Adobe ‘Ignite The Passion’ Partnership

At the start of November La Liga giants Real Madrid and tech behemoth Adobe teamed up to introduce fans to a new set of hyper-personalised experiences, NFTs, metahumans, and synthetic media in a partnership which aims to further ‘Ignite The Passion’.

The aim of the collaboration is to personalise fans experiences and drive deeper engagement and the initiative was promoted via a PR push and a video led social-first campaign running across both sponsor and club online platforms.

The introductory video, called ‘Real Madrid Ignites The Passion Of Hundreds Of Millions Of Global Digital Fans’, launched on 9 November across both team and sponsor social platforms.

We're excited to announce our partnership with @RealMadrid, which will see Adobe Experience Cloud help digitally transform the Spanish sporting giant into an unrivalled global entertainment brand, connecting fans around the world: https://t.co/ypJ5UnOiP4. #RealMadrid #HalaMadrid pic.twitter.com/kB5IH2cluA

— Experience Cloud (@AdobeExpCloud) November 9, 2021

¡Bienvenido @Adobe a la familia @RealMadrid! Nuestro nuevo patrocinador para ofrecer a los aficionados de todo el mundo experiencias de entretenimiento de primera calidad.#RealMadrid pic.twitter.com/GuynfaxYYA

— Real Madrid C.F. (@realmadrid) November 9, 2021

According to Real Madrid CTO Michael Sutherland, the fan experience comes first at the club.

“The next generation of global fans are creators at heart, and Adobe’s DNA and comprehensive capabilities are letting us realise our vision for a global community who will engage with our expanded digital commerce ecosystem,” explained Sutherland.

Adobe International President Paul Robson added: “Using Adobe Experience Cloud, Real Madrid will be able to share personalised fan content in real-time and at scale, accelerating its mission to become a global entertainment brand. By taking the electrifying emotion that fans enjoy in the stadium and translating it into immersive digital experiences, the club will be able to build even closer connections with its worldwide fanbase.”

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This initiative fuirther expands Adobe’s sports partnership portfolio which includes tie-up with the WSL on ‘Glowing, Glowing, Gone’, its Pebble Beach Pro-Am ‘Play Like A Boss‘ gold initiative and its ‘Hack The Bracket‘ March Madness work with the NCAA.