Real Madrid renewal gives Mahou new route into Middle East markets

Real Madrid have renewed their sponsorship agreement with Mahou San Miguel until 2033, combining the continuation of established beer and water partnerships with international promotion for the company’s new non-alcoholic malt beverage range.Mahou Cinco Estrellas and Solán de Cabras will remain official sponsors across Madrid’s men’s and women’s first football teams and first basketball team, while Vamos by Mahou joins the agreement.Real Madrid said: “One of the main new features of the agreement is the incorporation of Vamos by Mahou, the range of non-alcoholic malt beverages launched earlier this year exclusively for the Egyptian market.“Its introduction will enable the activation of the sponsorship in various countries in the Middle East and Africa.”The addition gives Mahou a different product through which to use its Madrid association internationally, extending a relationship historically centred on Spain into further consumer markets.Vamos by Mahou’s initial Egyptian launch provides the starting point for that activity, although the announcement does not identify the additional countries or individual campaigns planned under the renewal.The partnership brings beer, water and non-alcoholic malt beverages within the same commercial relationship, allowing the group to promote different brands across territories and audiences.The agreement also maintains the companies’ physical connection at the Bernabéu through Plaza Mahou, the brewery and hospitality venue opened inside the stadium in 2024.The approximately 700-square-metre facility produces around 30,000 litres of beer annually, making the partnership part of the stadium’s visitor experience as well as its sponsorship portfolio.Madrid described Plaza Mahou as “the first operational beer factory inside a football stadium in Spain”.The venue gives the beverage group a permanent setting in which supporters and other visitors can encounter its products, complementing the advertising and brand rights associated with the club.The relationship dates to the 1940s, when Mahou managed the bar at the Santiago Bernabéu, before developing into an image and advertising partnership during the 1980s.Its continuation until 2033 provides a long planning horizon across three senior teams, while the new brand adds a further international dimension to one of Madrid’s longest-standing commercial relationships.The supplied accounts differ over the number of seasons covered by the extension, but both identify 2033 as the agreed endpoint.The principal change is therefore the breadth of activation rather than the replacement of existing brands: Mahou Cinco Estrellas and Solán de Cabras continue, with Vamos by Mahou providing the platform for activity in the Middle East and Africa.