Article2011

Real Madrid Football Club: Applying a Relationship-Management Model to a Sport Organization in Spain

21 citations0/0 files storedInternational Journal of Sport Communication

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Public Relations and Crisis Communication Consumer Behavior in Brand Consumption and Identification Sports, Gender, and Society

Abstract

Real Madrid Football Club is today the richest sport team in the world and the third most valuable sport brand, according to the latest rankings (e.g., Deloitte, 2010; Forbes 2009). This scholarly commentary proposes the application of a relationship management model of building long-lasting relationships with fans as the main key of Real Madrid’s success. Results of this study highlight that, under the presidency of Florentino Pérez, a public relations approach has been integrated into every strategic decision including the recruitment of players with media appeal; the use of event planning, Internet, social media, promotional tours, and publications; and the display of Real Madrid’s own audiovisual media. The adoption of this model has proven successful despite poor sports results.

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References

2018MANAGING PUBLIC RELATIONS 1967Effective Public Relations 1998Relationship management in public relations: dimensions of an organization-public relationship 1992Public relations: Strategies and tactics 2000Public Relations As Relationship Management 2013Manager's Guide to Excellence in Public Relations and Communication Management 2000From Organizational Effectiveness to Relationship Indicators: Antecedents of Relationships, Public Relations Strategies, and Relationship Outcomes 1978Marketing and Public Relations

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