Real Madrid, Integrated Marketing Communications

INTEGRATED MARKETING COMMUNICATIONS

The Integrated Marketing Communications is a planning process designed to make an effective campaign by using all the different aspects of marketing communications such advertising , sales promotion, sponsorship, direct marketing, internet marketing or personal selling, to send a clear, consistent, competitive and credible message about the company. We can state that whit its Marketing Communication Strategy, the club has been able to create a very profitable visual impact and consumer credibility worldwide.

SPONSORSHIP

One of the most important sources of revenue for the club comes from the sponsorship and advertising (EUR 45,9 M) and other marketing resources( EUR 16,9 M). The team leads the list of the 20 richest clubs in the world and it has "built up its brand value through sponsorships and world tours," according to accounting firm Deloitte.. The most recent of these contracts, signed with online gaming company Bwin, is worth an estimated €60 million (BBDO Consulting Agency).

In professional sport, sponsorship means that big prize money can be paid and events can be organised scale without the spectators having to pay huge admission prices, so much that, this way matchday income has become a very important source of income for the club (23%). Being sponsored gives a team status. If a famous company is prepared to give money to a team, then people will tend to think that the team must be a very good one. The more well-known the sponsor is, the higher the status of the team.

“Real Madrid drives an Audi”

The business relationship between the club and Audi is a good example of the power of sponsorship to create associations which provides good publicity and attracts target audience.

“The partnership between Audi, the leading luxury car brand in Spain, and Real Madrid, the footballing champions of Spain, shows the desire we have for more success for Audi in this country,“ explained JesÐ"Ñ"s Gasanz, Director Audi in Spain.

ADVERTISING

The club does not use advertising as one of the key promotional tools, because,