Pedro Duarte Gonzalez on how the football club is making the most of mobile.
Real Madrid's head of mobile Pedro Duarte Gonzalez talked about how the Spanish football club is operating in mobile, at MEM in London.
"The football clubs are usually old and traditional companies, for which the new media is something is very new!" he said. "They are used to receiving money from traditional sponsorship deals, broadcast rights agreements and from tickets."
He said that Real Madrid has been early onto mobile though, producing new content every day and distributing it worldwide.
"We look for specific and exclusive partners in key territories who will be in charge of the strategy for mobile marketing campaigns," he said.
Real Madrid effectively licenses out its rights to partners in countries like Japan, Mexico, and the US.
Article continues belowAdvertisement
He also talked about the challenges of offering mobile content based on competitions like the Champions League, where there have been traditionally timing embargoes on when content can be distributed - a game can be shown online at one time, but not on mobile until another.
Gonzalez was also asked about user-generated content - how Real Madrid is getting fans to contribute content to its mobile services.
"User generated content is very interesting, and it should be a very good way to connect the fans worldwide," he said. "It is something we are starting to do, but in a very controlled way."
He gave the example of Barcelona fans infiltrating Real Madrid's official channels as one reason for the need for control.
