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Atlético Madrid's On-Field Success Fuels Massive Social Media, Revenue Growth

In May '14, a few days before it played in the Champions League final in Lisbon, Atlético Madrid "embarked on the first steps of a marketing strategy to strengthen its brand, with the goal of increasing revenue," according to Ladislao J. Moñino of EL PAÍS. The club is now back in the Champions League final and "has strengthened its brand and increased its revenue." On Instagram, Atlético has gone from having 160,000 followers in '14 to 1.8 million; on Facebook from 5.2 million followers to 12.9 million; on Google+ from 500,000 to 1.1 million and on Twitter from 800,000 to 2.2 million. The club said in a statement, "According to a study by Repucom, 86 million people from 30 countries are currently very interested in Atlético." Its social mass has increased by 30%, from 66,648 members to 86,253. Revenue from retail sales (three official stores and online business) has jumped by 25% since '14. Atlético's revenue for the '13-14 season was €162.8M, and in '14-15 the club made more than €200M. In September, revenue for the current season was predicted to be €241.1M ($269M), but will be nearly €300M ($334M) thanks to the club making the Champions League final. If Atlético wins, it would bring that total "even closer" to €300M, "a threshold reserved for the strongest clubs in world football" (EL PAÍS, 5/24).

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