Second day of the White Week with Pablo Laso and José Ángel Sánchez

The digital and global transformation of Real Madrid was the main topic of the day

Emilio Butragueño, the Director of Institutional Relationships at Real Madrid started the day with a talk about the global transformation of Real Madrid FC. He talked about the club’s direction and the new projects that they are developing, like the new Real Madrid City, the CSR projects related with football and the Real Madrid Graduate School - Universidad Europea educational project. Basically, an overview of the past, present and future of the Real Madrid FC.

The second speech of the day was by José Ángel Sánchez, the General Director at Real Madrid FC. He spoke about some of the challenges that Real Madrid FC is facing such as the strength of the Premier League, the arrival of the Chinese market and the relationship with regulatory agencies. He also talked about opportunities such as digital transformation, the new stadium and the different competition structures. The strategy is going to be focused on digital media and attempting to engage individually with each of the club’s fans.

On the other side, Charlie Stillitiano, Co-Founder and President at Relevent Sports, spoke about the introduction of European football into the American market, and about the power of the Real Madrid brand.

Before finishing with the morning session, students enjoyed a visit from Pablo Laso, who is the coach of the Real Madrid basketball team. He answered several questions asked by the students regarding his management system, the relationship with the players, leadership, teamwork and also how emotional intelligence can generate a positive influence in the performance of an elite sports team.

In the afternoon, the former General Director of Real Madrid FC, Carlos Martínez de Albornoz, spoke about Real Madrid’s CSR and just after that Julio González Ronco, Director of the Real Madrid Foundation, spoke about the foundation and its social contract. The Real Madrid foundation is a very important pillar within the club, and it provides the values that represent all the professionals that work within Real Madrid. 

The day ended with the motivation talk offered by the athlete Enhamed Enhamed. This lecturer and expert in high performance methodologies, directed a clever speech to the attendees to apply to our lives on a daily basis, to strive for excellence and make the most of our performance.

Check out more pictures in our Facebook page