Spanish soccer giants Real Madrid have brought in food delivery service Uber Eats as a new club partner.
Through a three-season tie-up unveiled yesterday, Uber Eats becomes the official delivery partner for Real in Spain until mid-2029.
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The brand is now set to have a presence in-stadium at the club's iconic Santiago Bernabeu home stadium, as well as on Real Madrid's various high-traction digital channels (the club is one of the most-followed worldwide across social media).
Uber Eats and Real will also work together to develop joint campaigns, content, and experiences for the club's significant fanbase, both in Spain and overseas.
The first activation between the two parties has already begun, under the slogan 'hunger has brought us here.'
Emilio Butragueño, director of institutional relations at Real Madrid (and an iconic former player for the club), commented: "We are delighted with this alliance with a leading company in its sector with whom we share values such as leadership, teamwork, a drive for improvement, and the pursuit of excellence."
In terms of recent Real Madrid commercial activity, late September saw the club renew a tie-up with international sports marketing agency Sportfive.
That agency will continue as an authorized VIP tickets partner for the Bernabeu.
A selection of key Real Madrid commercial partners includes the likes of Adidas (kit supplier), Emirates (front-of-shirt sponsor), and HP (sleeve sponsor).
After seven matches of the 2026-27 LaLiga season, Real sit fourth in the Spanish league table, having won five and lost two of their seven matches so far.
Elsewhere in the world of major European soccer sponsorships, global automotive brand GAC has signed up as a partner of English heavyweights Chelsea.
GAC has, through a deal disclosed today, become the West London club's official automotive partner.
Vehicles from that company will now ferry Chelsea players to and from their home Stamford Bridge stadium on selected matchdays.
There will also be collaboration across digital platforms, fan experiences, and activations such as car displays.
Last week, Chelsea unveiled an expanded partnership with Fanatics-owned collectables brand Topps.
The brand has become the official trading card partner of the Premier League club on a long-term, exclusive deal covering both the Chelsea men’s and women’s teams.
