Editor ©RapidTVNews | 19-07-2011

Battered on the pitch by Catalan rivals Barcelona, off the pitch Real Madrid, one of world football’s greatest names, is looking for better luck in a potentially lucrative expansion of its branded content in China.

China is a huge market for the biggest football teams, recently exemplified by Liverpool’s recent tour of Asia which attracted phenomenal interest across a number of Asian countries. Aiming to find the net in a similar way, Real Madrid has signed an agreement with WISeKey for the exclusive distribution of the club’s mobile content in China this coming season 2011/2012.

WISeKey is a provider of information security and identity management systems and provides specialised security technologies for data protection, and effective identification and authentication. The Real Madrid deal is further part of the new media strategy WISeKey is now deploying with famous brands, allowing them to monetise their brand value by associating its ecosystem of users in selected countries with restricted mobile content rights.

Under the deal, WISeKey and Chinese partners will be responsible for distributing and marketing Real Madrid’s mobile content, covering China and the extended network of Chinese Real Madrid fans.

Explained Pedro Duarte, Head of New Media Real Madrid: "We are delighted to be partnering with WISeKey, who will boost the club’s presence and strengthen our popularity in China, via the fastest growing mobile market community. Real Madrid fans can find in their mobile devices the best videos, news…of the club in nearly every corner of the world thanks to our dynamic licensing model.”