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

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

Veronica Baena
Copyright: © 2019 |Pages: 17
ISBN13: 9781522576174|ISBN10: 1522576177|ISBN13 Softcover: 9781522586203|EISBN13: 9781522576181
DOI: 10.4018/978-1-5225-7617-4.ch007
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MLA

Baena, Veronica. "Getting Supporter Engagement in Sports: The Role of Digital and Mobile Marketing in the Real Madrid F.C." Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations, edited by Manuel Alonso Dos Santos, IGI Global, 2019, pp. 130-146. https://doi.org/10.4018/978-1-5225-7617-4.ch007

APA

Baena, V. (2019). Getting Supporter Engagement in Sports: The Role of Digital and Mobile Marketing in the Real Madrid F.C. In M. Dos Santos (Ed.), Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations (pp. 130-146). IGI Global. https://doi.org/10.4018/978-1-5225-7617-4.ch007

Chicago

Baena, Veronica. "Getting Supporter Engagement in Sports: The Role of Digital and Mobile Marketing in the Real Madrid F.C." In Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations, edited by Manuel Alonso Dos Santos, 130-146. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7617-4.ch007

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Abstract

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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