Melitta Group
Melitta Group becomes official coffee partner of Real Madrid
- Cooperation with one of the world's most successful soccer clubs creates visibility among the largest sports fan base worldwide
- Melitta will be the exclusive coffee partner of Real Madrid for the next five years
- Extensive communications and marketing package agreed for the women's and men's teams
09.09.2025
With the start of the 2025/26 season, the Melitta Group will be the official coffee partner of Real Madrid, one of the most successful soccer clubs in the world. Melitta will provide the Bernabéu, training ground and offices with coffee machines, coffee and service for the next 5 years. The partnership also includes a comprehensive package of communication and marketing activities. The agreements apply to both the women's and men's teams.
Increasing brand awareness and perception
“We are delighted about the partnership with Real Madrid, a club with a unique history of success and global appeal,” says Jero Bentz, member of the management board and great-grandson of company founder Melitta Bentz. “This cooperation will increase global awareness and perception of our brand. The commitment is a valuable part of our long-term corporate strategy, which is focused on growth and internationalization.”
Emilio Butragueño, Director of Institutional Relations at Real Madrid, adds: “We are very excited to be working with the Melitta Group. In them, we have found a strong partner who shares our values of excellence, quality, and passion.”
Caption: Patrick Schenk (responsible for sports partnerships at the Melitta Group), Jero Bentz (member of the management board and great-grandson of company founder Melitta Bentz), Roberto Carlos (soccer legend and youth coach at Real Madrid), Roberto Rojas Martin (responsible for human resources at the Melitta Group), Leonardo Herran López de Montenegro (country manager Melitta Spain). ©Melitta Group
Numerous joint communication activities
As the official and exclusive coffee partner, the Melitta Group will be providing the Santiago Bernabéu Stadium with over 60 professional XT6 fully automatic coffee machines and over 150 Barista TS machines in the VIP and general spectator areas, as well as the club grounds, including the training centre and all office areas. The Melitta Group will also have numerous opportunities for communication. These include perimeter advertising, marketing activities in the stadium, access to players, joint events, online and social media activities.
Next logical step after successful collaboration with Manchester United
The partnership with Real Madrid is a seamless continuation of the Melitta Group's successful collaboration with Manchester United, which ended in 2025 after eight years. “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 the target groups we wanted to reach,” 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 the successful model of global sponsorship."
Real Madrid is one of the most successful soccer clubs in the world. The club has won the Champions League 15 times and the Spanish league 36 times. With around 750 million fans and 584 million social media followers, Real Madrid is the football club with the widest reach worldwide. Every year, around 3.5 million people visit the Santiago Bernabéu Stadium, which hosts over 250 events per year. Real Madrid's women's team is a multiple Champions League participant and runner-up in the Primera Division.
International, national, and regional sports partnerships
The Melitta Group's sports sponsorship has strong roots in international, national, and regional sports. Sports partnerships are currently in place with Borussia Dortmund, Arminia Bielefeld, Minas Tenis Clube, GWD Minden, Bessel-Ruder-Club, and Minden Wolves.
The Melitta Group
Melitta is an internationally operating group of companies and is one of the leading independent family businesses, both in Germany and abroad. With around 6,000 employees, activities in 75 countries, the group develops, produces and sells branded products for coffee enjoyment, for the storage and preparation of food, and for household cleanliness. As a company with a tradition spanning more than 115 years, the Melitta Group thinks long term and sees the pursuit of sustainable development as an integral part of all its business activities. Find out more at www.melitta-group.com.
Real Madrid
Real Madrid C.F. is a sporting institution with 123 years of history. It holds the record for the most European Cups in both football (15) and basketball (11) and was named the Best Club of the 20th Century by FIFA. With more than 650 million followers on social media, it boasts a global fan base that spans every continent. It has been recognized by Brand Finance as the world’s strongest football brand for three consecutive years, and as the highest-earning football club globally in the 2023–24 season (Football Money League by Deloitte). More information at realmadrid.com, the most visited football club website for the seventh year in a row.
Contact
Melitta Group Management GmbH & Co. KG
Corporate Communications and Sustainability
Annika von Hollen
External Communication Manager - Group Communications
