Madridista Elite
A Loyalty Vision Ahead of Its Time
During my MBA in Sports Management at Universidad Europea Real Madrid, I collaborated with an international team to develop Madridista Elite, a strategic proposal designed to enhance the Real Madrid Madridista loyalty program. Completed in July 2025, the project focused on strengthening fan engagement, increasing loyalty revenue, and creating a deeper connection between the club and its global supporter base.
Our research identified a significant opportunity within the international fan community, recognizing that millions of supporters worldwide were seeking greater exclusivity and more meaningful ways to engage with the club. In response, we proposed Madridista Elite, a new premium membership tier positioned above the existing structure.
The concept included exclusive experiences, premium rewards, priority access opportunities, personalized engagement, international benefits, and a luxury membership identity.
The project combined fan research, market analysis, financial forecasting, CRM strategy, and benchmarking of leading loyalty programs across football, Formula 1, the NBA, NFL, hospitality, and global membership brands.
Several months after the completion of our thesis, Real Madrid launched Madridista Platinum, reflecting a number of strategic themes explored within our Madridista Elite proposal.
