TSMGI Client Abbott Takes on Pediatric Malnutrition
in Partnership with Real Madrid
TSMGI helped with the strategy and negotiations for Abbott to become the official Health Sciences and Nutrition Partner of Real Madrid Football Club and a Global Partner of the Real Madrid Foundation – an organization founded by the club to promote the values inherent in sport to children globally. Read our recap of the event that started it all.
Longtime TSMGI client Abbott recently announced a 2030 health Sustainability Plan to transform care for malnutrition, chronic disease and infectious diseases, with the goal to improve the lives of more than 3 billion people by decade’s end. To help raise awareness and to provide a global platform to advance this mission, Abbott announced it has entered into a three-year agreement to be the Health Sciences and Nutrition Partner of the Real Madrid Football Club and Global Partner of the Real Madrid Foundation—an organization founded by the club to promote the values inherent in sport to children globally.
As Abbott’s Sports Marketing agency-of-record, TSMGI played a key role in sponsorship strategy development, contract negotiations and activation planning. To kick-off the partnership, key leaders from Abbott, Real Madrid and Real Madrid Foundation were on hand at the New York Stock Exchange to ring the opening bell on October 18. Outside the Stock Exchange, TSMGI created a miniature soccer pitch and arranged for local Real Madrid social sport school youth to participate in skills and drills with Ted Lasso creator Jason Sudeikis.
The launch event at NYSE was covered by a broad range of business and lifestyle media such as Bloomberg, MSNBC, NBC’s Today Show, Entertainment Tonight, Access Hollywood and People Magazine; as well as extensive international media outlets resulting in hundreds-of-thousands impressions generating substantial earned media value.
The multi-year partnership will run through the end of the 2023-2024 soccer season and will encompass working with Real Madrid Foundation Social Sports Schools in twelve countries to provide malnutrition screening, education and nutrition support, while also supporting nutritional needs for the Real Madrid Foundation clinics, which take place in 42 countries. As the Health Sciences and Nutrition Partner, Abbott will also work closely with the club to drive research into new ingredient and product innovation and development as part of the nutritional support for the Real Madrid first men's, women's and Academy teams.
