January 23 – The race by Europe’s clubs to establish a digital advantage and take ownership positions in potentially game-changing technologies has another new entrant.
Real Madrid has launched Real Madrid Next to work with start-ups and companies with new product innovation in the areas of e-health, performance, fan engagement, audiovisual content generation, cybersecurity, and technological and social infrastructures.
In the first instance the club is looking for new tools – predominantly digital but not necessarily exclusively digital – that it can use in its own operations and make it a market leader.
The club will use its resources acting as an incubator for the start-ups.
“We look for excellence and the best technological advances possible, which helps to create our own, exclusive tools adapted to our way of working. We want better results in every area of the club and in particular, the sporting area, digital transformation and globalisation of the entire organisation,” said a club statement.
Real Madrid Next will start its activities in the area of e-health with a medicine and science congress aimed at “experts in sports medicine, as well as people from institutions, industries, sports entities and top level universities associated with the sector”.
Real Madrid is following a new technology development model not dissimilar to the Barcelona and City Football Group innovation initiatives which look for potential new products and incubate them using their own resources to test and with a view to applying across their own business in the first instance.
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