Real Madrid Club de Fútbol: Innovation based on its values of excellence
In all the presentations I have participated in during these last 18 months across the various areas of the world’s greatest club, Real Madrid C.F., they all begin with its values. And here it could not be different.
The values of Real Madrid Club de Fútbol are the heart of its greatness and global prestige. The club is distinguished by its unwavering commitment to excellence, both on and off the pitch. Perseverance, respect, and team spirit are essential pillars that guide every action of the club. Real Madrid deeply values its rich history and tradition, while maintaining an innovative vision for the future. Integrity and fair play are inviolable principles, reflected in its sporting and business conduct. Moreover, the club takes pride in its social responsibility, using its influence to positively impact society.
It is precisely this commitment to innovation and excellence that has led Real Madrid to be at the forefront of technology in the sports world. To materialize this vision of the future, the club has created a specialized division known as Real Madrid Next. This area of the club is responsible for bringing the world’s most advanced technological innovations into the sporting and business environment of Real Madrid.
At Real Madrid Talks, held on January 31, the topic “Technological Innovation in Sport” was addressed with opening remarks by Marisa Sáenz Bravo, Managing Director of the Escuela Universitaria Real Madrid Universidad Europea. It is an exclusive series of events that brings together sports industry leaders, academic experts, and leading companies in the sector. Its objective is to foster the exchange of knowledge and experiences, promoting innovation and development in the sports field.
The first event of the year was with Julien Piwowar, Director of Real Madrid Next, followed by a debate with industry leaders moderated by the University Director Javier Sánchez García.
The innovation areas of Real Madrid Next interact with the club’s ecosystem: Ciudad Real Madrid, the Santiago Bernabéu Stadium, and the Escuela Universitaria Real Madrid Universidad Europea.
Real Madrid Next focuses on six main areas: e-health, performance, cybersecurity and technology, fan engagement, audiovisual, and social. These six areas work in an interconnected manner, creating an innovation ecosystem that spans all aspects of the club. Real Madrid Next seeks to find projects, companies, and startups not only to improve athletic performance but also to transform the football experience for fans, improve club management, and contribute positively to society.
The objectives of e-Health are: Improve the health, performance, and recovery of athletes.
Technologies: Artificial intelligence, wearables, big data.
Applications: Injury prevention, performance optimization, accelerated recovery.
One of the companies working with Real Madrid in the area of e-health is Podoactiva. During my MBA at the Escuela Universitaria Real Madrid Universidad Europea, we had the opportunity to visit the company in Huesca, Spain. Under the leadership of Dr. Víctor Alfaro, CEO and founder, also responsible for podiatry at Real Madrid for 14 years, I witnessed firsthand the company’s most innovative initiatives. He has introduced technological innovations in sports podiatry, such as the development of customized insoles through 3D scanners and biomechanical analysis, which have helped prevent injuries and improve the performance of elite athletes, with artificial intelligence and data analysis projects focused on injury prevention in high-performance sports, such as those developed for Real Madrid. His work is internationally recognized.
Other areas in which Real Madrid Next focuses:
Performance
Focus: Maximize the physical and technical potential of players.
Tools: Advanced data analysis, real-time tracking technology.
Benefits: Personalized training, improvement of game tactics.
Cybersecurity and Technology
Priority: Protect the club’s sensitive information and digital assets.
Strategies: Implementation of cutting-edge security systems.
Scope: From data protection to facility security.
Fan Engagement
Goal: Improve the fan experience and strengthen the connection with the club.
Innovations: Virtual reality, interactive apps, personalized experiences.
Impact: Greater loyalty and engagement from the global fan base. .
Audiovisual
Objective: Revolutionize content production and distribution.
Technologies: 5G, advanced streaming, augmented reality.
Applications: Immersive broadcasts, personalized content, new forms of sports storytelling.
Social
Focus: Use technology to positively impact society.
Initiatives: Educational programs, digital inclusion, sustainability.
Vision: Leverage the club’s global reach to promote positive social change.
Collaborations and Future
Real Madrid Next evaluates and collaborates with startups, tech companies, and projects to stay at the forefront of innovation. Its vision is to set new standards in the sports and entertainment industry, positioning Real Madrid as a leader not only on the pitch but also in the field of technology and innovation. Through Real Madrid Next, the club once again demonstrates its commitment to excellence and its ability to adapt and lead in a constantly evolving world. ¡Hala Madrid!
