Uber Eats has signed a three-season partnership with Real Madrid running until June 2029, becoming the club’s official delivery partner in Spain.
The agreement will see the two brands develop campaigns, content and fan experiences, while Uber Eats will also receive visibility at matches at the Santiago Bernabéu and across Real Madrid’s digital channels.
The partnership also brings Uber on board as an official club partner, creating opportunities for initiatives around ridesharing and the matchday experience surrounding the Bernabéu.
Real Madrid’s Director of Institutional Relations, Emilio Butragueño, said the partnership reflects shared values including leadership, teamwork, continuous improvement and the pursuit of excellence.
Marinus van Gestel, General Manager of Uber Eats Spain, said Real Madrid’s history has been built around an ambition to keep winning, adding that the partnership provides the company with an opportunity to connect with the club’s global fan base through football.
First campaign launches in Madrid
The partnership’s first campaign, titled “Hunger has brought us here”, draws on moments from Real Madrid’s history. The campaign is being supported by an audiovisual activation in Madrid to coincide with the launch of the agreement.
Uber Eats is also operating a pop-up space in Madrid’s Callao Square from October 7 to 11. Fans can sample five “ReMontaditos” recipes inspired by iconic Real Madrid matches for free, with the products also available to order through the Uber Eats app.
The partnership gives Uber Eats a presence across Real Madrid’s physical and digital fan touchpoints, while the inclusion of Uber opens the door to further initiatives connecting transportation with the matchday experience around the Santiago Bernabéu.