Business

Real Madrid, Softtek Partner to Revolutionise the Digital Fan Experience

Real Madrid and Softtek have announced the incorporation of the firm as the club’s new global partner. The partnership, global in scope, includes the first men’s and women’s football teams. The agreement is a milestone in Real Madrid’s transformation process, which leverages Softtek’s advanced capabilities to accelerate the club’s evolution and adaptation to the digital future through cutting-edge technology from a disruptive, agile and sustainable paradigm.

As part of the club’s digital strategy transformation process, Real Madrid and Softtek are collaborating with the main objective of continuing to be a leading institution and a global reference in the field of sport, entertainment and leisure.

Softtek is helping the club in the adoption and implementation of agile methodologies and in the conceptualisation, design and development processes of an ecosystem of digital products focused entirely on the needs of the fans.

The goal is to provide hyper-personalised experiences, generating fluid interactions and the ability to respond quickly to the changing market conditions.

At the signing of the agreement, Michael Sutherland, CTO of Real Madrid, said:

“We share Softtek’s vision of an agile future where brands can deliver a constant stream of engaging digital products and features to improve our fans’ lives and their engagement with the club and community.

“It requires a cultural revolution to become a digital native company and through our partnership with Softtek we’re blending culture, technology and process to deliver the next generation of personalised experiences to serve our community, strengthening the relationship we have with each fan and building on our shared love of the club.’’

Blanca Treviño, president and CEO of Softtek, said:

“Real Madrid is the perfect entity to show the world how technology can enhance our experiences through digital innovation.

“We share a strong passion for continuous evolution and being in the forefront, a pioneering mindset that allows us to face all challenges proactively, a philosophy of constant reinvention and an interest to transcend to create a positive impact on the world and its future.”