Real Madrid, the most successful football club in the world has built along its 116 years of history a world class aspirational brand that means leadership, excellence and endeavour and brings passion and happiness to millions of people. The club enjoys an immense multicultural fan base that gathers millions of people across the five continents and has strived in recent years to build and contact this massive audience by a successful performance and content distribution in the most popular social networks. This strategy is empowering has empowered the club collaboration with many premium world companies that sponsor Real Madrid to enjoy its endorsement, its reach and its capacity to fuel with emotions their own brands.