Case Study: Real Madrid connects 500 million fans worldwide and boosts digital revenue 30% with Microsoft Azure

Connecting with 500 million passionate fans worldwide

Real Madrid C.F., one of the world’s top sports franchises with about 500 million fans worldwide, faced a challenge: most supporters live outside Spain and the club’s ability to engage them was limited to stadium visits, its website, and social channels. Real Madrid needed a global, data-driven way to connect personally with fans wherever they are and to better understand fan behavior to grow engagement and revenue.

Partnering with Microsoft Services, the club built a global PaaS on Azure and Microsoft cloud services—including a Fan Engagement Platform, an Extended Video Platform, and a consumer app—to capture interactions, personalize communications, and analyze fan data. The platform scaled delivery, allowed the club to expand its digital team, grew fan profiles by about 400% to millions, and drove digital revenue growth of roughly 30% year-over-year.

Real Madrid

José Ángel Sánchez

Chief Executive Officer