Real Madrid brings Uber Eats into fan experience with three-season deal

Real Madrid have agreed a three-season sponsorship with Uber Eats, giving the delivery platform rights in Spain and establishing a partnership built around supporter campaigns, digital content and experiences at the Bernabéu.Running until June 2029, the agreement also makes Uber an official club partner, creating scope for ridesharing initiatives alongside Uber Eats’ presence at home matches and across Madrid’s digital channels.Marinus van Gestel, general manager of Uber Eats in Spain, said: “Real Madrid has built its history with an ambition and hunger to keep winning that remain intact. This partnership gives us a unique opportunity to connect with its fans and be part of how they experience football.”The launch campaign, titled ‘Hunger has brought us here’, draws on significant moments in the club’s history, connecting its football identity with Uber Eats’ food-ordering and delivery services.An audiovisual campaign will run in Madrid to coincide with the announcement, supported by a temporary activation in Callao square from October 7 to 11.Visitors will be able to sample five recipes collectively named ReMontaditos, each inspired by one of the club’s memorable matches, with the dishes also available to order through the Uber Eats app.That combination links a physical supporter experience in the city with the platform’s ordering service, giving the sponsorship an immediate activation beyond brand exposure inside the stadium.Emilio Butragueño, Real Madrid’s director of institutional relations, 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.”The partnership’s delivery designation applies to Spain, while the announced rights include joint campaigns and content intended to connect Uber Eats with Madrid supporters over the next three seasons.Uber’s inclusion broadens the relationship beyond food delivery, with the companies identifying travel and the fan experience around the Bernabéu as potential areas for development.The announcement establishes scope for those initiatives without setting out a specific ridesharing programme, leaving further activity to be developed during the partnership.Uber Eats operates a marketplace connecting customers, restaurants and delivery personnel, with the Madrid campaign using club-themed products to bring those services into the sponsorship.The agreement therefore combines matchday visibility with activity in the city, digital distribution and potential transport services, providing several routes for the brands to engage supporters.The Callao activation is the first public expression of the partnership, with free tastings continuing until October 11 and the five ReMontaditos recipes available through the app.