Marketing Strategies For Creating And Capturing Values: A Case Study Of Real Madrid Football Club

The purpose of this study was to explore the insights from Real Madrid Club de Fútbol (CF) about how value was created and captured by participating in different value offerings with variety of actors to gain a differentiation position in the competitive scope of the football business. We utilized a case study, relying on semi-structure interviews with eight directors, who worked in the club and the multiple sources of secondary documents. The results revealed that Real Madrid CF generated seven value capturing strategies through the value co-creation with global supporters, sponsors, corporate partners and social media. This case study intended to contribute to the sports marketing literature by examining how the club has transformed value-creating activities into value captures to sustain their competitive advantage, through implementation of marketing strategies such as; recruitment of star players who pay their way, brand extension in Middle East countries, organizing international friendly matches, establishment of Real Madrid Graduate School for business education and developing new projects such as theme parks and virtual fan experiences.