Melitta Partners with Real Madrid to Increase Brand Visibility Among Global Sports Fans
Minden, Germany – The Melitta Group, a leading coffee and household products company, has announced a five-year partnership with Real Madrid, one of the most successful soccer clubs in the world. The partnership, which officially starts with the 2025/26 season, will see Melitta become the exclusive coffee partner for both the women’s and men’s teams.
“We are delighted to partner with Real Madrid, a club with a unique history of success and global appeal,” says Jero Bentz, member of the Melitta Group’s management board and great-grandson of company founder Melitta Bentz. “This collaboration will increase global awareness and perception of our brand, aligning with our long-term corporate strategy of growth and internationalization.”
The partnership includes a comprehensive package of communication and marketing activities, aimed at increasing brand awareness and perception among the largest sports fan base in the world.
“We are very excited to be working with the Melitta Group,” says Emilio Butragueño, Director of Institutional Relations at Real Madrid. “In them, we have found a strong partner who shares our values of excellence, quality, and passion.”
As the exclusive coffee partner, Melitta will provide over 60 professional XT6 fully automatic coffee machines and over 150 Barista TS machines to the Santiago Bernabéu Stadium, training grounds, and offices. The company will also have access to various communication opportunities, including perimeter advertising, marketing activities within the stadium, and online and social media activities.
This partnership is a natural progression for Melitta, following a successful eight-year collaboration with Manchester United that ended in 2025. “The partnership with Manchester United was a great success for us. It significantly increased our brand awareness and sustainably boosted interest in our products – from coffee and coffee accessories to household products – among our target groups,” says Patrick Schenk, responsible for sports partnerships at the Melitta Group. “The partnership with Real Madrid is now the logical next step in further expanding our successful model of global sponsorship.”
Real Madrid, with 15 Champions League wins and 36 Spanish league titles, has around 750 million fans and 584 million social media followers, making it the football club with the largest reach worldwide. The Santiago Bernabéu Stadium also hosts over 250 events per year, with around 3.5 million visitors annually. The women’s team is also a multiple Champions League participant and runner-up in the Primera Division.
The Melitta Group’s sports sponsorship extends to international, national, and regional levels, with partnerships in place with Borussia Dortmund, Arminia Bielefeld, Minas Tenis Clube, GWD Minden, Bessel-Ruder-Club, and Minden Wolves.
For more information about Melitta’s partnership with Real Madrid, please contact:
Annika von Hollen
Head of External Communication
Corporate Communications & Sustainability
Phone: +49 151 / 22 08 48 10
E-Mail: annika.von.hollen@melitta.de
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.