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Real Madrid C.F. and Softtek Progress Towards a Holistic Digital Ecosystem for Fans

Softtek has actively driven the club’s digital acceleration, enabling Real Madrid C.F. to establish an ecosystem where cutting-edge technology facilitates innovative digital products.


DALLAS – December 20, 2023 – Real Madrid C.F. and its strategic partner Softtek, a company dedicated to helping its clients evolve through digital technology, have shaped a new digital ecosystem focused on meeting the needs of the fans of the Madrid-based club.

This partnership sets a milestone and a turning point in the convergence between sports and technology. It redefines the relationship between an elite club and its followers, laying the foundation for a future where fans are at the center of all experiences.

Through a holistic 360-degree vision, Softtek and Real Madrid C.F. have created a digital ecosystem under the fan-centric paradigm, strengthening the emotional connection between Real Madrid C.F. and its fans. This initiative has enabled Softtek to enhance the club's connection with millions of fans by providing expertise in branding, technology, product design, and digital culture.

Softtek has created a new digital identity for the club, reinforcing a global sense of belonging through communities. This identity forms the basis for a new design system rooted in atomic design principles, ensuring a cohesive brand experience across all digital channels and guiding future product development.

The joint work has enabled the creation of a real-time platform that will support all digital products and services the club offers to the Madridista community, such as new websites and mobile applications, e-commerce and ticketing platforms, RM Play, among others.

Thanks to the strategic partnership, delivery speed has quadrupled, and predictability accuracy increased to over 95%. Quality metrics have seen a 30% increase, positively impacting revenue. Additionally, by providing a personalized experience, fan conversions have improved by 60%, while decreasing the club's customer acquisition cost (CAA).

"Through teamwork and Softtek's comprehensive vision, we have created an ecosystem where cutting-edge technology drives the creation of innovative digital products. This transformation includes a renewed image focused on the fan and an agile organizational framework. Collaboration with Softtek has been key to achieving these milestones and advancing towards excellence in the digital era," said the club's digital area.

"The collaboration with Real Madrid C.F. has been a unique experience for Softtek. This partnership with a global leader reflects our commitment to excellence and a shared vision of both parties," stated Doris Seedorf, CEO of Softtek for the European market.

To learn more about this new fan-centric digital ecosystem, you can find the official success story video here.

About Softtek:
Softtek helps its clients to gain a competitive edge by implementing digital solutions that propel their business strategies. We do this via our value-creating, human-centric platform that thrives at the intersection of people, business, and technology. A global company and the first to introduce the Nearshore model, discover how we create value through technology at www.softtek.com and connect with @Softtek in social media.