Real Madrid forms significant partnership with social media platform

Spanish football giants Real Madrid’s intentions to focus on expansion through their social media channels has been signaled after signing a deal with social media platform Snapchat.

As Real Madrid has shown in the past, they don’t do things on a small scale and this has been reflected in this latest deal with the club signing an agreement with Snapchat to become the first sports team with an “Official Story”.

Launching this coming weekend when Real Madrid take on FC Barcelona in the much anticipated El Classico in Madrid, Snapchat will seek to capture the best of the match and arrange it for an official story.

Using one of Snapchat’s best features for fan engagement, fans will also be afforded a chance to become part of the official Real Madrid live story by submitting their own snaps via their mobile device. The result will be a brief video broadcast that approximately 100 million daily active Snapchat users will be able to access on their devices.

Within the past 48 hours, Real Madrid has also launched it’s own Snapchat account reflecting the football clubs intention to boost their following through the social media platform. And it’s off to a flying start with the club accumulating an average of 200,000 views per Snapchat story posted.

Global Head of Digital for Real Madrid Rafael de los Santos said that Snapchat’s growth has made it an attractive platform to expand the football club’s following.

“We keep an eye on every single social media network and have seen how Snapchat has been growing and growing in past few months . . . especially with millennials,” he said.

“We are very keen on taking advantage of every single channel out there to communicate with our fans and capture the next generation of fans. We have 450 million fans around the world. Our goal is to reach every single one of them regardless of whether they are here in Spain, Malibu or Alaska. This is a content driven deal. Monetization down the road may be an opportunity, but it isn’t driving us right now.”

As for Snapchat, the partnership is a sign that it’s meteoric rise in 2015 might not be over just yet.

About author

Matt Tewhatu
Matt Tewhatu 155 posts

Matt is the editor of Digital Sport and Chief of Snack Media's rugby division and has a journalistic background both here in UK, Australia and in his native New Zealand. Follow him on Twitter @mtewhatu

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