MADRID (AP) — Jude Bellingham injured his left hamstring and had to be replaced 10 minutes into Real Madrid's home game against Rayo Vallecano in the Spanish league on Sunday.
Madrid did not provide a timetable for his recovery but Spanish media said the England international is not likely to be fit for the knockout phase against Benfica in the Champions League.
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Real Madrid's Jude Bellingham reacts in pain during the Spanish La Liga soccer match between Real Madrid and Rayo Vallecano in Madrid, Spain, Sunday, Feb. 1, 2026. (AP Photo/Manu Fernandez)
Real Madrid's Jude Bellingham lies on the pitch injured during the Spanish La Liga soccer match between Real Madrid and Rayo Vallecano in Madrid, Spain, Sunday, Feb. 1, 2026. (AP Photo/Manu Fernandez)
Real Madrid's Jude Bellingham lies on the pitch injured during the Spanish La Liga soccer match between Real Madrid and Rayo Vallecano in Madrid, Spain, Sunday, Feb. 1, 2026. (AP Photo/Manu Fernandez)
Real Madrid's Jude Bellingham leaves the pitch injured during the Spanish La Liga soccer match between Real Madrid and Rayo Vallecano in Madrid, Spain, Sunday, Feb. 1, 2026. (AP Photo/Manu Fernandez)
Real Madrid's Jude Bellingham lies on the pitch injured during the Spanish La Liga soccer match between Real Madrid and Rayo Vallecano in Madrid, Spain, Sunday, Feb. 1, 2026. (AP Photo/Manu Fernandez)
Real Madrid's Jude Bellingham reacts in pain during the Spanish La Liga soccer match between Real Madrid and Rayo Vallecano in Madrid, Spain, Sunday, Feb. 1, 2026. (AP Photo/Manu Fernandez)
“Following tests carried out today (Sunday) on our player Jude Bellingham by the Real Madrid Medical Services, he has been diagnosed with an injury to the semitendinosus muscle in his left leg. Awaiting evolution,” Madrid said.
Madrid visits Benfica on Feb. 17, with the return leg on Feb. 25.
“He came into the match in perfect condition, although he’s been putting in tremendous effort in every game he’s played since I’ve been here,” Madrid coach Álvaro Arbeloa said. "It’s an important absence, but that’s why I have an extraordinary squad. Let’s not forget that we have, I believe, 17 players who were European champions a year and a half ago, and with them, we will overcome the absences we face.”
Bellingham was on his own when he seemed to pick up the injury. He immediately grabbed the back of his leg with his left hand before going to the ground. He received medical assistance and seemed emotional as he left the field on his own.
Bellingham was replaced by Brahim Díaz, who five minutes later assisted in Vinícius Júnior's goal that made it 1-0 for Madrid at the Santiago Bernabeu Stadium and also prompted the penalty call that led to Kylian Mbappé's winner 10 minutes into second-half stoppage time.
Madrid won 2-1 and moved back within one point of league leader Barcelona.
The 22-year-old Bellingham has scored one goal in his last seven matches with Madrid. He has six goals for the club this season.
AP soccer: https://apnews.com/hub/soccer
Real Madrid's Jude Bellingham reacts in pain during the Spanish La Liga soccer match between Real Madrid and Rayo Vallecano in Madrid, Spain, Sunday, Feb. 1, 2026. (AP Photo/Manu Fernandez)
Real Madrid's Jude Bellingham lies on the pitch injured during the Spanish La Liga soccer match between Real Madrid and Rayo Vallecano in Madrid, Spain, Sunday, Feb. 1, 2026. (AP Photo/Manu Fernandez)
Real Madrid's Jude Bellingham lies on the pitch injured during the Spanish La Liga soccer match between Real Madrid and Rayo Vallecano in Madrid, Spain, Sunday, Feb. 1, 2026. (AP Photo/Manu Fernandez)
Real Madrid's Jude Bellingham leaves the pitch injured during the Spanish La Liga soccer match between Real Madrid and Rayo Vallecano in Madrid, Spain, Sunday, Feb. 1, 2026. (AP Photo/Manu Fernandez)
Real Madrid's Jude Bellingham lies on the pitch injured during the Spanish La Liga soccer match between Real Madrid and Rayo Vallecano in Madrid, Spain, Sunday, Feb. 1, 2026. (AP Photo/Manu Fernandez)
Real Madrid's Jude Bellingham reacts in pain during the Spanish La Liga soccer match between Real Madrid and Rayo Vallecano in Madrid, Spain, Sunday, Feb. 1, 2026. (AP Photo/Manu Fernandez)
LONDON & BARCELONA, Spain--(BUSINESS WIRE)--Mar 19, 2026--
The traditional holding company model that has shaped global marketing for decades is facing increasing pressure as capital markets, consolidation activity, and client demands point to a need for structural change.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260319751842/en/
The marketing industry is searching for a new model. The question is no longer whether agencies need to change, but which ones were built for this shift from the start.
Keenfolks, the Integrative AI® partner built natively for the Age of Intelligence, today announces the launch of KEENFOLKS X_ — a new global AI-native marketing network designed to help organizations move beyond fragmented services and toward intelligent systems, scalable solutions, and measurable transformation.
The network is built on K OS_, Keenfolks’ proprietary marketing operating system, which connects intelligence, data, automation, and execution into reusable marketing systems.
The objective is clear: to help organisations move beyond fragmented agency delivery and build scalable marketing capabilities powered by AI.
The Industry Shift
Over the past decade, marketing organisations have accumulated increasingly complex technology stacks, fragmented agency ecosystems, and disconnected data environments. While these structures worked in a campaign-driven era, they struggle to operate effectively in a world where marketing performance is increasingly shaped by:
In this environment, competitive advantage comes not from isolated campaigns, but from integrated marketing systems that learn and improve over time. KEENFOLKS X_ was designed specifically to build and operate those systems.
“The industry is looking for a new model, but for us this is not a future idea — it is an operating reality. KEENFOLKS X_ is how we scale an AI-native way of working that enterprise brands already trust: connecting intelligence, platforms, workflows, and experiences into systems that perform, learn, and compound value over time. We believe the next era will belong to partners who do more than deliver campaigns — they help build the intelligent systems and growth engines behind modern marketing.”
— Miguel Machado, CEO and Co-Founder, Keenfolks
The Platform: K OS_
At the core of the model is K OS_, Keenfolks’ AI-native marketing operating system. The platform connects four foundational layers:
Together, these layers transform marketing from a collection of services into a continuously improving operational system.
From Services to Systems
Keenfolks has spent the past several years helping enterprise organisations build these systems.
One example is Diageo’s “What’s Your Cocktail” platform, an AI-driven personalisation engine that analysed behaviour across 51 million consumers in the US and UK. The system delivered cocktail recommendations at key decision points, generating engagement rates more than 4X the industry benchmark. More importantly, the system continues to learn and improve over time. KEENFOLKS X_ extends this approach globally.
The Economic Model
The network introduces a new commercial structure that moves beyond traditional agency economics.
KEENFOLKS X_ operates through three engagement models:
This approach allows Keenfolks and its partners to participate in long-term value creation rather than short-term project delivery.
Network Expansion
Founded in Barcelona and with offices in London, New York, and Mexico City, Keenfolks currently delivery activity across 50+ markets. The launch of KEENFOLKS X_ marks the beginning of the company’s next phase of growth.
Over the coming months, Keenfolks will begin confirming strategic partners across key markets and expanding the network’s global delivery capabilities. The company is also exploring venture funding to accelerate the development of new AI-driven marketing infrastructure and solutions.
About KEENFOLKS X_
KEENFOLKS X_ is Keenfolks' global AI-native marketing network for the Age of Intelligence. Built on K OS_, it connects intelligence, platforms, workflows, and experiences into reusable intelligent systems and scalable solutions that help organisations move beyond fragmented marketing delivery. Through this model, Keenfolks combines transformation services, solution building, venture co-creation, and selected risk-share structures to create more durable and measurable value for clients.
About Keenfolks
Keenfolks is the Integrative AI® partner built for the Age of Intelligence. Founded in Barcelona, with offices in London, New York, and Mexico City and delivery activity across 50+ countries, Keenfolks helps global brands evolve their marketing practice through intelligent systems that connect strategy, data, technology, media, CRM, and creative execution. Clients include Coca-Cola, Diageo, Kellanova, Reckitt, Mars, Nestlé, and Merck-MSD.
About Miguel Machado
Miguel Machado is the CEO and Co-Founder of Keenfolks and Og.ai. He has led AI-driven marketing transformation for global brands including Coca-Cola, Diageo, Mars, Reckitt, Merck-MSD, and Nestlé. A frequent keynote speaker and host of the AI Marketing Transformation Podcast, he focuses on building practical frameworks that connect strategy, technology, data, and human capability for the Age of Intelligence.
Miguel Machado, CEO and Co-Founder, Keenfolks
