The aim of this paper is to research how much and in what way the sports club Real Madrid manages its own identity, image and brand, as well as why the brand building process is a key business part of a prestigious sports organization such as the Royal club. The importance of sports in social life, the popularity of football and the business transformation of the industry pose the question about the main factors and characteristics of modern communication and brand management of this globally popular sports institution. The second richest football club in the world indicates how to create a successful brand in a competitive market. An analysis of Facebook posts, together with an online survey, show that Real Madrid communicators use marketing strategies and tactics in order to build a sentimental connection and attractiveness. Consequently, the club is recognizable not only because of its functional benefits like sports achievements, placing, results and tense matches, but also for the above-mentioned emotional component. Indeed, the emotional component consists of elements such as sports stars, organized events, paid partnerships and strategic communication. Naturally, income and profits are very important to the club’s managers, but in modern times their attention has also shifted towards marketing activities that raise the prestige and reputation of Real Madrid in addition to generating profits. The brand management of a sports club involves encouraging interactions with consumers, evoking emotions and enabling audience engagement, which leads to the strengthening of key brand values – quality, loyalty, awareness and association.