Real Madrid partner with X on ‘Real Talks’ original series

Real Madrid have agreed a partnership with X to launch ‘Real Talks’, a 10-episode original video series built around fan-submitted questions to first-team players across the club’s men’s and women’s squads.Each episode will focus on one player, with the featured name announced shortly before publication. Fans will be invited to submit questions through dedicated posts on the club’s X accounts, with selected questions answered on-camera in the episode.X’s Global Head of Content Partnerships Mitchell Smith said: "X is where the world’s biggest sports conversations happen in real time, and there’s no bigger football family in the world than Real Madrid’s."As we continue to look for new ways to fuel fandom, and foster authentic connections on X, we are honoured to partner with Real Madrid to bring this electric, community-driven series to life."The format is designed to keep the conversation native to the platform rather than treating X purely as a distribution channel. By making the Q&A prompt the entry point, X is using the club’s scale to drive participation, comments and repeat viewing across the season, while Real Madrid gain a structured way to package behind-the-scenes access without moving fans away from where they already engage daily.The partnership also underlines how major rights holders are testing ‘originals’ as a complement to live coverage. Short-form, platform-specific series offer clubs a way to build narrative and personality around players, while giving brands and platforms inventory that is not tied to broadcast windows or territorial rights.Real Madrid’s audience strength is central to the proposition, with the club’s main X account attracting tens of millions of followers. The series aims to convert that reach into interactive behaviour, with each episode effectively anchored by a live question-gathering moment before publication.‘Real Talks’ becomes the first international football club series to join X’s Originals slate, adding another sports property to the platform’s push into premium programming and advertiser-friendly video formats.The series is scheduled to premiere on February 13 and will roll out across the 2025–26 season, timed to align with key fixtures and major moments.