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Telefónica in deal with Real Madrid

Florentino Pérez, president of Real Madrid, and José María Álvarez-Pallete

Florentino Pérez, president of Real Madrid, and José María Álvarez-Pallete

Telefónica has struck a new collaboration and partnership agreement with the Real Madrid football club that names Telefónica’s Movistar service as ‘connecting partner’ for the remainder of the current season and the 2017-18 season.

The deal covers Telefónica’s subsidiaries in Germany, the UK and Latin America as well as Spain, and also includes the Real Madrid basketball squad as well as the football team.

Under the terms of the agreement, Movistar will ‘connect’ the over 500 million fans of the club with its day-to-day activities, according to Telefónica.

The agreement covers marketing, advertising, hospitality, events with players, and image rights. Telefónica will also provide Real Madrid with data analysis of the activities of fans, according to the company.

José-Maria Álvarez-Pallete, chairman and CEO of Telefónica, said the deal underscored that his company and the football club shared values “from the leadership of being the best club in history, to the dignity that has always characterised its players; from the humility and respect for the rival, to the trust in its own possibilities of victory; from teamwork, to the courage of assuming responsibility in the last minute of the match”.