Real Madrid CF: Adobe (IT software) offers fans personalised content depending on their location

Adobe, an IT company that publishes graphics and video editing software, has become a global partner (second level) of Real Madrid CF (LaLiga Santander) from 2021-22, announced the Madrid club and the US company on 09/11/2021. "By selecting Adobe, Real Madrid is transforming its approach to fan engagement by creating deeper connections anywhere - from in-stadium to at home - driving better experiences, loyalty, and growth across the world," said Adobe.

The signage at the Santiago Bernabéu will benefit from technology that allows it to display geo-located virtual advertising based on broadcast markets. Adobe now plans to display personalised advertising on the LED panels based on where the viewer is at any given time, "such as on public transport or at a bar."

"With Adobe Experience Platform, the customer data platform for Adobe Experience Cloud, Real Madrid will create real-time, unified customer profiles so they can better understand how their fans engage with the brand when and on which channel. Using the apps and services within Adobe Experience Cloud, Real Madrid will create…