Europe's most successful football team, Real Madrid, has found more success online. The richest club in the world has seen 110 million views on its Facebook Live channel, just six months after launching. After partnering with the cloud-based video platform Grabyo, Real Madrid has given fans access to behind-the-scenes footage, pre-game content and news updates. Gareth Capon, chief executive of Grabyo, said that “the key challenges for [other clubs' TV channels] has been that [they] were rarely live”. He added that this lack of content meant fans lost interest and are now spending more time on social media looking for live updates. Capon also pointed out that it allowed the club to “open up fascinating opportunities for advertising and sponsorship”, considering the “targeting and the localisation of advertising in regional markets” on Facebook.