Telefónica’s Movistar brand is partnering with Spanish football club Real Madrid as part of a wider effort to improve customer experience.

The deal, financial details of which were not disclosed, covers marketing, advertising, hospitality and image rights.

For example, Movistar will be part of Real Madrid’s social network activity before, during, and after each match, and will give customers access to events attended by the club’s players.

There is also a technology aspect to the deal, as Telefónica’s LUCA business unit will offer big data analysis services to the current Champions League holders.

The partnership, which is already underway, runs until the end of the 2017-2018 season.

It gives Movistar access to Real Madrid’s 500 million fans, which includes supporters of the club’s basketball team.

The operator said the deal covers Germany, the UK and Latin America as well as Spain.

Telefónica CEO José María Álvarez-Pallete (above, right, with Real Madrid President Florentino Eduardo Pérez Rodríguez) said customers would be able to access the likes of tickets and training session footage via a new website www.movistarlikes.es.

This brings Real Madrid together with other sports that Movistar sponsors, such as cycling and MotoGP, as well as deals for the likes of films and concerts.

Movistar is the sixth most valuable telecoms brand in Europe, according Brand Finance’s latest ranking.

In January, it signed a deal with online gaming company ESL to develop a platform, exclusive content and a professional electronic sports club.

Revenues at Movistar returned to growth in 2016, rising 1.1 percent to €12.2 billion.

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