Real Madrid x Bilibili Monetisation

This project with Bilibili significantly enhanced Real Madrid’s brand presence among young audiences in China by pioneering innovative content monetisation strategies. 

In 2023, Bilibili introduced a new feature that allowed users to customise their interface with themed skins, and Real Madrid seized this opportunity to launch exclusive custom skins in December of that year. 

These skins enabled fans to personalise their Bilibili experience with Real Madrid branding, integrating the club into their everyday interactions on the platform.

Priced at 65 RMB per set (52 RMB for Bilibili VIP members), with a basic set available at 10 RMB per month, a total of 100,000 sets were made available to fans. 

This campaign not only provided a new revenue stream for Real Madrid but also solidified their brand’s connection with a tech-savvy, younger audience in China.

This successful initiative demonstrated the potential of emerging monetisation models in digital content, offering ROI benefits for both Real Madrid and Bilibili. It also set the stage for future collaborations, showcasing the club’s ability to innovate and adapt in a rapidly evolving digital landscape.