The evolution of communicative management developed by the Real Madrid CF from the eighties of the twentieth century to the present is analyzed. It shows how the club has gone from a time when it was important relationship with the media, the current model characterized by controlling the branding as a strategy to relate emotionally and commercially with their fans around the world, are potential consumers of its products, both informative and commercial.
The study has focused on the period that covers the beginnings of corporate communication in the club, in the 80s until the 2016 season. A qualitative methodology has been chosen, with in-depth interviews with club communication managers in different stages and a secondary empirical investigation with bibliographic sources and hemerographic sources.
Real Madrid has configured its management model based on the creation of its own media outlets, with two objectives: on the one hand, to overcome the information dependence of the media and directly control the information that reaches its target audiences; and, on the other, expand these target audiences anywhere with the accessibility that the TCI allows, reinforcing the loyalty of those followers and turning them into potential consumers of the club's products.