Real Madrid signs Hotels.com as global sponsor
Real Madrid has signed a multi-year global sponsorship deal with Hotels.com that combines branding and hospitality at the Bernabéu with campaigns aimed at supporters travelling to matches.
Hotels.com will gain matchday branding at the Santiago Bernabéu, access to hospitality experiences and opportunities to develop content across Real Madrid’s digital channels under the agreement announced on November 10.The two partners plan to run campaigns for fans travelling to matches, including away fixtures and tournaments, with Hotels.com using the club’s channels and stadium presence to promote savings and rewards on accommodation bookings.Hari Nair, general manager of Hotels.com, said: “Real Madrid is one of the most iconic brands in global sport, with an unmatched ability to connect with fans around the world. This partnership gives Hotels.com a powerful platform to engage a passionate, highly relevant audience through compelling content and meaningful experiences.“The loyalty that defines Real Madrid’s fanbase makes this a natural fit for Hotels.com. We know Real Madrid fans over index on travel frequency, so we want to reward them with instant savings today and the flexibility to bank rewards for future trips.”Hotels.com said its audience research indicated that Real Madrid supporters were more likely than the general population to travel and stay in hotels. Its own search data showed a 30% year-on-year increase in interest in Madrid hotel stays during the months covered by the current season.Nair formalised the agreement at Real Madrid City alongside Emilio Butragueño, the club’s director of institutional relations.Butragueño said: “This partnership represents a great opportunity for us to continue growing as a club alongside a leading company in its sector, with whom we share fundamental values such as the pursuit of excellence, a commitment to service, innovation, and the ability to connect with our respective audiences.”The Real Madrid agreement extends Hotels.com’s presence in European football after the company renewed its Arsenal partnership ahead of the 2026–27 season. That deal, which began in 2023, gives the brand visibility at the Emirates Stadium on men’s and women’s matchdays as well as across Arsenal’s digital channels.Hotels.com also previously served as Tottenham Hotspur’s official accommodation partner under a four-season agreement that ran from 2018–19 to 2021–22.Real Madrid has added several partners in recent months, including cloud computing provider Iren as a global partner and food delivery platform Uber Eats on a three-season deal.The club also renewed its agreement with Sportfive, which continues as an authorised VIP ticket partner for the Bernabéu. The Hotels.com deal gives Real Madrid another way to use its stadium hospitality in a global sponsorship, alongside campaigns aimed at supporters booking travel throughout the season.