AI cloud computing firm Iren has agreed its first sponsorship deal in soccer, partnering with Spanish heavyweights Real Madrid.
Through the agreement, the company becomes a global sponsor of the LaLiga club and its official AI cloud partner.
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The deal comes after Australia-based Iren recently made a major move into the Spanish market by acquiring data-center developer Nostrum Group, which brought approximately 490 megawatts of secured power.
The partnership with Real Madrid will be focused on community engagement, technical innovation, and digital transformation.
The agreement adds another major sponsorship deal to Iren’s portfolio after the firm became the primary jersey patch sponsor of the NBA’s Golden State Warriors in June ahead of the upcoming 2026-27 season.
Replacing Japanese e-commerce brand Rakuten, Iren’s logo will appear on all Warriors jerseys, alongside a prominent branding presence around the team’s 18,064-capacity Chase Center home.
The agreement is reportedly the most lucrative sponsorship in the history of North American team sports, valued at around $50 million per year.
This tie-up extends to the associated WNBA franchise, the Golden State Valkyries, where Iren will appear on warm-up jerseys, and the NBA G-League’s Santa Cruz Warriors, where Iren will also be a jersey patch partner.
In terms of recent commercial deals, Real Madrid brought in food delivery service Uber Eats as a new club partner earlier this month in a three-season deal.
In late September, the club renewed a tie-up with international sports marketing agency Sportfive, which will continue as an authorized VIP tickets partner for the Bernabeu.
A selection of key Real Madrid commercial partners includes Adidas (kit supplier), Emirates (front-of-shirt sponsor), and HP (sleeve sponsor).
After nine matches of the 2026-27 LaLiga season, Real sit third in LaLiga, having won seven and lost two of their matches so far.
