March 30 – Spanish telecom giant Telefónica is partnering with Real Madrid as both brands seek to maximise their leading positions at home and abroad.
The two-year deal is reckoned to be worth €15 million, according to Spanish reports, and covers Real Madrid’s football and basketball teams.
Telefónica last week extended its sponsorship of the Spanish national team through to the end of the Russia 2018 World Cup. The firm is also a competitor in the TV rights market via its Movistar brand.
It is the Movistar brand that will likely be the brand focus of the sponsorship.
Over the past five years Telefónica has pursued an aggressive acquisition strategy in the international telecoms market, buying local operators and establishing leading market positions across Europe and in South America. Telefónica already has a deal with FC Barcelona for South America.
As part of the new partnership, Telefónica will provide Wi-Fi at Madrid’s Santiago Bernabeu stadium as well as launching a Real-themed app. Telefónica will receive the rights to use player images and club marks for marketing.
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