CASE OF THE 2017
The actions of Florentino to control the reputation of the Real Madrid
Published:3/03/2021 - 04:11h
Updated:3/03/2021 - 04:11h
The managerial maximum of the square merengue would have hired between 2013 and 2014 a company to control the image of the club, to the equal that in media
The 'BarçaGate' shook foundations of the Catalan group afterwards that the Mossos detained this Monday to the ex-president of the club, Josep Maria Bartomeu, as well as to other three executives that boasts are related with the contracting of the company I3 Ventures.
The company in question, would have been hired to monitor the social networks of the Barcelona club. Also it has signalled to the same for creating campaigns of desprestigio against players of the club and to spread favourable messages to the previous directive.
In a similar case, would have seen wrapped in 2017 the president of the Real Madrid, Florentino Pérez. In that then, eldiario.es revealed that Florentino would have hired to the company of Alejandro of Pedro (Eico On-line Reputation Management) to create 'Daily Bernabéu', a half digital purportedly independent of the club. His real purpose was to improve the image and the reputation of the Madrid in internet and in social networks.
The cost of the "Newspaper Bernabéu" was of 300.000 euros and worked between 2013 and 2014. During the time that hired the services of the company in question, the referred half digital created campaigns against referees and rival of Florentino Pérez. Between them, the ex president of the club Ramón Calderón.
When it was quoted to declare in the National High Court like witness in the case by his agreement with Of Pedro, the director of the white club alleged that it promoted the web "to have more contact with this world of the followers". Nevertheless, according to some audios desvelados by The Confidential. "The newspaper is a lower subject, one of the thousands that there is on the Madrid", justified the president, the one who denied that the club paid to 'Daily Bernabéu'.
'Daily Bernabéu', also was used for presionar to the then trainer of the Madrid, Carlo Ancelotti, on the announcements and the alignments. It knew that the director of the mentioned half digital, Javier Churches, generated contained in favour of the titularity of Gareth Bleat, the one who was fichado the previous summer in return of 99 million euros to application of Florentino. Even it asked him in press conference to the otrora míster of the Real Madrid by his reiterated suplencias.
"Presi, have taken out two articles, today move in social networks", wrote Of Pedro in one of the messages published by eldiario. In another, confirmed the question to Ancelotti: "Presi this morning has asked to the press as I said you". "Well", it answered Florentino.
As it published in 2015 The Confidential, the company of Of Pedro, spread good news of the Real Madrid and of Florentino in local means like Actuality Majandahonda, Alcobendas and All News. Also it commissioned to control news desfavorables and retort them even with news invented. They explained also that Eico (the company after Newspaper Bernabeu) "remitted to the club with mensualmente a report detailing the positioning that had harvested in the main searchers of internet the informations on the team, which type of negative news had published on the entity and who had been his authors and, finally, what had done the company to treat to counter these articles".
The referred half, also published in 2017 messages between Florentino and Of Pedro, where criticised to the no affine journalists, between them to Kike Marín, the one who in that then was boss of Sports of the Confidential, to the one who called "unpresentable". Also they showed messages referents to José María García, to the that the president of the club madridista called "idiot" afterwards that they said him that the locutor "accused him to be responsible to filter to the COPE informations that related to the Barça with the doping".