Real Madrid has launched a new innovation brand which is designed to position the football club as a "social and economic leader".
Called Real Madrid Next, the initiative will see the club collaborating with start-ups across six industry sectors – e-health, fan engagement, audio-visual content generation, cybersecurity, business performance and technological and social infrastructures.
The club will offer start-ups access to its resources and expertise, while working together with new companies to develop their products and services, focusing on areas which will benefit the club and the wider economy.
"We will look for excellence and the best technological advances possible, which will help create our own, exclusive tools which are adapted to our way of working," said a spokesperson for the club.
"We want better results in every area of the business, in particular, digital transformation, the sporting area and globalisation of the entire organisation."
Real Madrid Next will begin its activities in the area of e-health with the First Real Madrid Conference on Medicine and Applied Science in Sport which will be held in March 2020 – an event which will attract key global experts in sports medicine.