Spanish soccer giants Real Madrid have extended their partnership with sports marketing agency Sportfive.
This extension means Sportfive will continue distributing the in-house Real Madrid TV station to broadcasters and networks internationally.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The original deal between the two parties was struck in 2022, with Real Madrid TV currently providing full-match replays of the vast majority of men's team fixtures, as well as showing in-depth features, player and coach interviews, historical documentaries, tactical analysis, and training session coverage.
Sportfive has struck a number of new distribution deals regarding Real Madrid TV in recent months, including with Indonesia's Emtek and with Thailand's AIS.
Pedro Cubillos, Sportfive's executive director for global media, has now said: "Working with such a globally recognized and powerful brand further strengthens our position in the international sports media market and allows us to deliver premium content from one of the most iconic clubs in football history to fans everywhere.”
The TV channel's headquarters are located at the club's training centre, officially called the Ciudad Real Madrid Florentino Pérez.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataReal Madrid's men's soccer team currently sits top of the 20-team Spanish LaLiga, albeit with only four rounds out of 38 having taken place (they have won all their games so far). Their first game of the 2025-26 pan-European UEFA Champions League group stages takes place today, against France's Marseille.
Earlier this month, they secured a new commercial tie-up with Melitta Group, which was unveiled as the club’s exclusive coffee partner.
Real Madrid TV also covers news and games featuring the Real Madrid men's basketball team, which has secured Emirates Airlines as a new main sponsor.
This adds to the primary, front-of-shirt sponsorship deal Emirates already has in place with the men's soccer team, a four-year affair running through to the end of 2025-26, that GlobalData Sport valued (at the time it was unveiled) at $70 million annually.
Now, the Emirates Fly Better branding will also feature prominently on the match jerseys of the basketball team (which plays in the top-tier Liga ACB), as well as their training kits and staff apparel.
In addition, Emirates will be provided with branding opportunities at the basketball team's stadium – the Movistar Arena Madrid Stadium – including scoreboard visibility, in-arena signage, and hospitality tickets. In addition, Emirates will now also benefit from social media and marketing rights, and advertising rights.
As well as these rights, Emirates will also be given access to the basketball facilities at the club's training complex, in order to host hospitality guests and for player meet-and-greet sessions.
In terms of its association with basketball, Emirates is also a global partner of North American basketball's top-tier NBA, through a multi-year deal unveiled early last year.
The airline has also sponsored local basketball in the United Arab Emirates and Dubai for nearly three decades.
In Spain, meanwhile, across other sports, it also sponsors two top-tier ATP men's tennis tournaments, including the Madrid Open.
The Real Madrid basketball side, meanwhile, is currently preparing for the start of the 2025-26 Liga ACB season on October 4 – their first game is against Gran Canaria.
