Emerging Tech, Data & Media , Startups & VCs

Real Madrid launch innovation brand

Spanish soccer giants seeking to collaborate with startups.

by Tom Bassam

Real Madrid launch innovation brand

Spanish soccer giants Real Madrid have launched a new innovation brand designed to position the club as a sports industry, social and economic leader.

Real Madrid Next, which mirrors the Barca Innovation Hub, will seek to collaborate with startups and companies by offering access to the La Liga club’s resources.

Working in six key areas -  e-health, performance, fan engagement, audiovisual content generation, cybersecurity, and technological and social infrastructures - Real Madrid Next will look for partners to create exclusive tools for the club to utilise.

The first Real Madrid Next event is the Congress of Medicine and Science applied to Sport in March 2020, a sports science event featuring expertise from across the medical spectrum.

Elsewhere, Real’s commercial department have agreed an extension to their deal with South Korean brand Hankook Tire until the end of the 2022/23 season.

Hankook Tire will continue to receive pitchside advertising and other marketing benefits from the club, as per the original partnership.

The announcement comes after Real Madrid were recently knocked off top spot in the Deloitte Football Money League, falling behind Barcelona, having secured €354.6m (US$393 million) in commercial revenues in the 2018/19 season.