Digital marketing: relationship between Real Madrid's actions and brand promotion and customer loyalty

Despite the fact that the branding of football is not a new phenomenon, the emergence of new media has provided the means and the opportunity for the widespread promotion of football club's brands. At the same time, the growing popularity of social media among football fan has empowered them to express their opinions and has granted them unlimited resources for information search and exchange. This chapter aims to examine the relationship that exists between Real Madrid's digital marketing actions and its promotion as a brand and the loyalty of its supporters. An online questionnaire was distributed among sports and football fans in order to identify their profile, their preferred communication channels, their use of social media and their knowledge about Real Madrid