Emotions’ management within the Real Madrid football club business model

Recent changes in the sports industry – derived from increasing financial pressures – have led to the update of existing business models. Particularly in football, the dominant clubs develop new business models based on the spectators’ commitment to the sport. Packed stadiums attract more people who consume both the matches and the many other associated goods and services. In an experience economy, the lever is the tapping of their emotions by an increasingly sophisticated value proposal. Groups of passionate supporters lead the way to the establishment of communities with a common interest in the club. Following a qualitative methodology (interviews and other texts’ analysis) our study of the Real Madrid Football Club (RM) business model suggests that one of the biggest football clubs in the world is creating a business model based on the emotions of its supporters. This finding could be useful for other clubs in many different countries.