Advanced Television

DAZN: “Madrid loves Madrid”

February 24, 2023

Ahead of the February 25th league clash between Real Madrid and Atlético de Madrid, DAZN, the sports streaming platform, wanted to respond to those who try to sow hatred in football, and in society in general, with a clear message: “Madrid loves Madrid”. The banner has been placed on the same bridge where a similar banner with the phrase “Madrid hates Real” was hung anonymously and which unfortunately made headlines around the world.

Transforming a despicable message into one of love, DAZN wanted to speak out and act against those who encourage violence, racism, xenophobia or intolerance in sport and in society.

Alessio Sarina, SVP Marketing of DAZN Spain, said: “With this action we want to prove the power of football to unite fans from all over the world around a spectacle such as this great derby that will be held on Saturday in Madrid. We cannot let a few people tarnish the image of Madrid and our teams in the rest of the world with messages that do not represent the institutions, the clubs, the players or the vast majority of fans. Sport should be a place of encounter and enjoyment, and should serve to transmit to society all the positive values associated with it”.

From the derby to the sky

In addition to this initiative, DAZN has launched a campaign in homage to the city of Madrid for the derby, transforming the popular saying “From Madrid to the sky” into “From the derby to the sky”. The creatives, which can already be seen in different digital media, seek to remind us that the Madrid derby unites Madrid fans and “colchoneros”, allowing them to experience the match together while defending their colours.

Through different creative formats, the main protagonists of Saturday’s match are highlighted, from Vinicius Jr. and Karim Benzema to Antoine Griezmann and Koke. In addition, ‘Del derbi al cielo’ also features a 20-second spot with images of historic derbies that are already a classic in the memory of all fans of both clubs.

DAZN will offer exclusive coverage of one of the most anticipated matches of the year. The preview of the match will kick off at 17:30 live from the Santiago Bernabéu Stadium. The platform will broadcast the duel with a team of world-class experts, with Rubén Martín as narrator and a team of legendary analysts, with figures such as Ronaldo Nazário, José María Gutiérrez ‘Guti’, David Villa, Mista and Alberto Edjogo. They will be joined by the voices of Sandra Díaz, Sergio Quirante, Rafael Escrig and Ainhoa Pérez, who will bring every detail from the different positions in the stadium, including the latest news from the box and on the pitch, as well as the feelings of the fans before and during the match.

Categories: Press Releases

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