Microsoft and Real Madrid launch partnership

Microsoft and Real Madrid have announced a new partnership which will revolutionise the way the football club communicates with its staff, players and fans.

Microsoft’s Chairman and Corporate Vice President of Emerging Markets, Orlando Ayala, described the deal in an official blog post: “We’re excited to be helping Real Madrid transform their business with Microsoft services and devices, such as how Surface Pro 3 will be used by players and coaching staff as key work tools,” he said.

“But above all, the digital platform we’re designing with Real Madrid is maniacally focused on putting fans at the center, and opening access and control of rich content and experiences that bring them closer to their passion for the game and the team.”

Powered by Microsoft’s cloud solutions, Microsoft will offer fans exclusive, personalized and customized content and digital services, available at Santiago Bernabéu stadium and from any location through virtual access to the stadium before, during and after each match. So fans will be able to choose not only what content they want to access – but also create their own customized versions of an experience whenever, however, and from wherever. Microsoft are also setting up social and other digital ways for fans to share these experiences with friends and family in real time.

This is the first deal of its kind with a major sports team. Microsoft hope that the use of its cloud technology will attract the attention of other major sports organisations.

Microsoft’s Chairman and Corporate Vice President of Emerging Markets, Orlando Ayala

In Real Madrid’s press release, Ayala said, “It’s an honour to be at this temple of world football. We’re taking a step forward alongside one of the leaders of world sport. Together we will make Real Madrid a model to be followed by the sports industry.”

The vision of Real Madrid and Microsoft is is to enable a dynamic platform that will provide incredible capability in reaching insights and uncovering new ideas. Real Madrid hope that this will enable them to grow their fan base and engage with a wider community as never before.