Inspiration Study - Real Madrid
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Business and historical facts about Real Madrid - to understand better and to be inspired about your business. A digest produced by Neon42.
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Inspiration Study - Real Madrid
- 1. INSPIRATION STUDY - Real Madrid
- 2. REAL MADRID ORIGINS The Real Madrid was created in 1902. The clubs origins can be found through the introduction of soccer in Spain by academics and students. They used to play football in white because it was the colour of their jerseys under their shirt. The players are still in white while playing at home (stadium Santiago Bernabeu)
- 3. A CLUB WITH A CLEAR MISSION A clear mission for the Real Madrid was written when president Fiorentino took over in 2000. This practice was very usual for business, not so much for sports team. To be an open and multicultural club that is both appreciated and respected throughout the world both for its sporting successes and for the values it disseminates, which based on the search for excellence both on and off the field of play, contribute toward fulfilling the expectations of its members and followers
- 4. AND STRONG VALUES (extracts) Will to Win - main objective of Real Madrid is to strive , to the best of its abilities, to win all the competitions it enters while showing its commitment, its belief in hard work, and its loyalty to its supporters at all time Sportsmanship - Real Madrid is a worthy and fair opponent on the field of play, upon which it competes with goodwill and respect towards all rival clubs and their respective supporters. Excellence and Quality - Real Madrid aspires to have the best Spanish and foreign players within its ranks, to imbue them with the values to which the Club aspires, and to repay the support of its fans with a sporting project based on quality, discipline, and sacrifice for the common cause. Team Philosophy - All those who form part of the Real Madrid, be they sportspeople or other professionals, make a commitment to working as a part of a team and to give the best they have to offer for the good of the whole.
- 5. AND STRONG VALUES (extracts) Training - Real Madrid constantly devotes a great deal of effort to the discovery and instilling of new sporting values. This involves channeling the necessary attention and resources into the youth teams and all its sporting disciplines. Social Responsibility - Real Madrid is aware of the high social repercussion of its activities and it is for this reason that it dedicates all the resources within its power to complying with the highest standards of good corporate governance. Economic Responsibility - Real Madrid is aware that it manages tangible and intangible assets of exceptional value and importance, and it is for this reason that it pledges to administer them responsibly, efficiently, and honestly in benefit of its members.
- 6. A CIRCULAR ECONOMY Florentino (president) said in 2000 when he took the lead of the club I want to make The secret of the Real Madrid is to create a company value from community values and expectations. They built also a sustainable, circular model to win both on and off the field. They Implemented the Harvard Business School Robert Kaplans balanced scorecard - a consistent tracking and alignment of the different functional areas - it takes into account many criteria like performance, revenue and integration For example, the bonuses for all the employees of the Real Madrid are not indexed on the successes of the team but about the implication into the clubs life and perspective
- 7. DATA IS EVERYTHING Real Madrid is all about data...since 2000. The club put in place a very refined data collection system and analytical tools both on the field and in the business. Everything seems to be tracked. And they use those data also to feed the culture that is at the core of the ecosystem. Real Madrid uses data to explain complening problems, from in-game performance to front-office management.
- 8. REAL MADRID GOVERNANCE The Real Madrid has the largest revenues and profits in the football world. The club is worth 5,7 billion$. But mostly, the club is mostly owned by 92.000 club members (socios). Few of them are honorary members like Placido Domingo (from 2011), Rafael Nadal (2012) or Julio Iglesias (2012)
- 9. REVENUE GROWTH Real Madrid doubled their revenue since 2000 The biggest revenue maker is marketing which includes: - Sponsorships for 37% (it was 26% in 2000) - Memberships and ticketing combined with broadcasting at 54% - International and friendly games now make up 9%
- 10. YOU WANT TO UNDERSTAND HOW THIS CAN INSPIRE OR CHANGE YOUR BUSINESS? Franck Vinchon Founder +7 916 219 26 81 / +33 6 82 61 12 46 franck@neon42.com neon42.com
- 11. FOOTBALL TOURISM The Real Madrid museum is the 2nd most visited tourist site in Madrid - after El Prado
- 12. HISTORICAL FOOTBALL CLUB The Real Madrid was recognized FIFA club of the 21st century. It received 42,4% of the votes during this event - the second club is Manchester United which culminated only at 9,7%...
- 13. FANS AND FOLLOWERS 450 millions fans around the world (and 200 millions are following the club on the different social media platforms - including China)
- 14. IMPORTANCE OF RITUALS Very precise rituals were put in place in the fan group, the community members become surely the co producers of the legendary club, who advocate and evangelize the brand to the network. One of them is striking - Real Madrid fans give often a standing ovation to an opposing star when he performed above expectation.
- 15. REAL MADRID CAPTAINCY The captain of the team is assigned according to the seniority in the team and not by assignment - making sure that the player absorbed properly the Real Madrids history, tradition, ritals, values and way of conduct.
- 16. ZIDANE, ICON OF REAL MADRID Zidane recently joined again the club as a coach...again. But the story is more interesting about his recruitment as a player. In 2000, before signing Zidane, the club ran a survey over the 5 continents about their favourite player of the moment. Zidane was #1 on all continents and president Fiorentino decided to put whatever price to get him.
- 17. ZIDANES AND PAVONES The Club was bringing the best players from around the world who fit the culture of the Real Madrid. But they wanted to continue bringing up some players from the academy (Raul was the perfect example of the era). Before talking about Galacticos 2.0 strategy, the program was called Zidanes and Pavones, with the clear objective to have the best chemistry between international stars and the promising talents from the Club (actually, everybody talks about FC Barcelonas La Cantera (training camp for youth) being efficient to spot the best talents, data shows that Real Madrid has a better track record)
- 18. PLAYERS WAY OF CONDUCT Players who put their personal and professional aspirations first (going against the stated team value sets, team philosophy, including economic responsibility and fairness) will have to leave the club as soon as possible.
- 19. PLAYERS IMAGE RIGHTS 50% of any advertising/image related revenue perceived by a specific player (on an individual base) will go to the Real Madrid. This is in each contracts player from the very beginning, announced very transparently in the negotiations. The club might be always be happy to hire players that have big communication potential as a person (Beckham, Zidane, Roberto Carlos, Figo, Cristiano Ronaldo). Its considered partly before hiring new players.
- 20. SOURCES The Real Madrid Way - Steven G. Mandis Real Madrid football club: A new model of business organization for sports clubs in Spain - Blanco Callejo Miguel, Francisco Javier Forcadell Real Madrid Football Club: Applying a Relationship-Management Model to a Sport Organization in Spain - Liwei Chen Emotions management within the Real Madrid football club business model - Jesus Rodriguez-Pomeda, Fernando Casani, Maria del Mar Alonso-Almeida 10 Things You Didn't Know About the Real Madrid C.F.- Culture Trip
- 21. GET YOURSELF IN THE GAME LETS HAVE A FIRST TALK Franck Vinchon Founder +7 916 219 26 81 / +33 6 82 61 12 46 franck@neon42.com neon42.com
- 22. THANK YOU