Real Madrid and Melitta

Patrick, what connects coffee with sports?

Coffee is an integral part of the stadium experience for many fans – especially in VIP areas, where high-quality coffee is just as much a part of the menu as first-class food and drink. In addition, sport and coffee have a surprising amount in common: both emotionalize, connect people and create unforgettable moments. Melitta embodies passion, emotion, inspiration and quality – just like sport. It's a natural connection.

What goals does the Melitta Group pursue with sports partnerships?

The core goal is to turn fans of the partners into fans of Melitta. The Melitta Group uses the communicative power of its sports partners to connect with millions of fans – via television, social media and other channels. Fans show a high level of loyalty to their clubs and are therefore open to the messages of their club's partners. The best example: In the eight years with Manchester United, we have increased brand awareness globally and sustainably increased interest in our brand. Melitta is perceived as a very positive brand.

When did the Melitta Group start sports partnerships?

Sport and sponsorship have a long tradition at the Melitta Group: We are not only active in football, but also in handball, volleyball, rowing and American football. Our partnership with the handball club GWD Minden has existed since 1963 - over 60 years! Since 2017, we have significantly expanded our commitment: Manchester United, Arminia Bielefeld, Borussia Dortmund, the successful volleyball players of Minas Tenis Clube in Brazil and now Real Madrid.

How is this commitment structured?

We work on three strategic levels: global, national and regional. Real Madrid is a global partner of the Melitta Group and helps us to reach global target groups – a direct contribution to our internationalisation strategy. Nationally, the group cooperates with clubs such as Borussia Dortmund in the DACH region and Minas Tenis Clube in Brazil to strengthen its position in these key markets. Regionally, we support local associations in Minden in order to express our attachment to our home region and to become more attractive as an employer. At all levels, the following applies: For us, it's not just about visibility, but about making our brand come alive. In every stadium and every hall there is Melitta coffee that fans can enjoy - from bean to cup.

Will the partnership with Manchester United continue?

The cooperation with Manchester United was a complete success – we have significantly increased our brand awareness and have received extremely positive reviews from the fans. Most recently, brand awareness among Manchester fans was over 70 percent – an excellent figure. However, a plateau had been reached; further increases would have been difficult. However, the cooperation with Manchester United has not completely ended: The Old Trafford Stadium will continue to be supplied with the coffee specialities of the Melitta Group.

How did the partnership with Real Madrid come about?

When the contract with Manchester United expired, we analysed the sports market intensively and looked at various options – not only football clubs, but also other sports. The result was clear: football is unreservedly the most popular sport in the world and offers the best conditions for emotionally charging our brand, achieving high reach and addressing new target groups. After analysing various international clubs, we decided on Real Madrid. With Real Madrid, we can grow in other markets and reach new target groups.

What new markets is Real Madrid opening up?

Real Madrid has over 750 million fans worldwide and more than 385 million social media followers: there is a large fan base in the Iberian Peninsula, Asia and South America – regions that are central to our growth. At the same time, Real Madrid has a strong presence in markets where we are already active. This opens up new business potential. Real Madrid is therefore an important lever in our internationalisation and growth strategy.

What concrete measures will be taken to activate the partnership?

The Melitta brand is omnipresent at the Bernabéu Stadium and on the training ground. We have installed over 60 XT6 machines and more than 150 barista machines and supply the coffee to go with them. In addition, there are comprehensive communication rights: perimeter advertising in the stadium and global social media campaigns. The contract also includes Real Madrid's women's team – an additional reach multiplier.

How is the cooperation going so far?

The team is very satisfied with the quality of the coffee. The installation at the Bernabéu, on the training ground and in the Real Madrid offices was successful. The communication at the start of our partnership worked excellently and we achieved enormous reach worldwide. This is a solid basis for further activating the partnership and exploiting the full potential of the Melitta brand.

Is the coffee at the Bernabéu different from Old Trafford?

The coffee at Real Madrid tastes a little stronger than at Manchester United. We follow the wishes of our customers – and the Spanish traditionally prefer a more intense coffee.