Getting Supporter Engagement in Sports: The Role of Digital and Mobile Marketing in the Real Madrid F.C.

  1. Veronica Baena 1
  1. 1 Universidad Europea de Madrid, Spain
Libro:
Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations

Editorial: IGI Globa

ISBN: 9781522576174,  9781522576181

Año de publicación: 2019

Páginas: 130-146

Tipo: Capítulo de Libro

DOI: 10.4018/978-1-5225-7617-4.CH007 GOOGLE SCHOLAR lock_openAcceso abierto editor

Resumen

This chapter attempts to provide a better understanding of the impact that sport marketing is having on achieving customer engagement. To accomplish this goal, the case of the Real Madrid F.C., estimated at having over 200 million supporters worldwide, is analyzed. Moreover, the team is among the top three clubs of the world in terms of followers and engagement on social media. As regards brand value, the Real Madrid F.C. is worth more than any team in the world. The combination of the aforementioned factors made the Real Madrid F.C. the appropriate brand to choose for this study, representing a leading organization in sports, business, and marketing. A number of methods were used to collect data for this study; specifically, information about the team was gathered by repeatedly browsing its website, Facebook, Twitter, Instagram accounts, and apps. Data from interviews published in business press and posts were also compiled. Additionally, a focus group was conducted to discuss the customer engagement of Real Madrid's fans.

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