Real Madrid TV, the 'galáctico' of brand building?

When Real Madrid's international stars, David Beckham and Zinédine Zidane, play this season, the multimillionaire "galácticos" will be starring in no fewer than four full-length movies and on two new 24-hour television channels in English and Spanish. Also coming soon are manga-style cartoons, a Muppets television show, mobile phone clips, video games, podcasting and, perhaps, even theme parks in Madrid and Miami. "Our colloquial term for this is that we're a multimedia cathedral," Real Madrid's managing director for media, Michael Novack, told Doreen Carvaja of the International Herald Tribune.

Last month, Real Madrid took a booth for the first time at Mipcom, the global television trade show in Cannes, to seek alliances with cable and satellite operators to distribute 24-hour Real Madrid TV ... The newly revamped channel has hired journalists from the BBC, CNBC and MTV for its programs and the club intends to send them to cover the athletes when they play for individual national teams in the World Cup. Real Madrid TV is already carried on seven satellite stations reaching Asia, Europe, the United States and the Middle East.


David Beckham is releasing a men's fragrance called "David Beckham Instinct". Made by Coty, the scent features grapefruit, mandarin leaf, cardamon seeds and patchouli. Coty said the scent created "a personality both unconventional and uncompromising" that also "reinvents the codes of elegant masculinity." The scent will only be available in Europe and Asia (11 Oct).

See also: Real Madrid TV changes business model (4 Sept)