Melitta Group has been announced as the official coffee partner of Spanish football giant Real Madrid for the next five years, and will provide the club with coffee machines, coffee, and service for the period.
More than 60 professional XT6 fully automatic coffee machines and 150 Barista TS machines will be provided in the VIP and general spectator areas of the Real Madrid’s home stadium – the Santiago Bernabéu – which can hold close to 84,000 fans.
Real Madrid is one of the most successful teams in the history of European football, having won the UEFA Champions League a record 15 times, and the Spanish first division 36 times.
Announcement of the new partnership has come following the conclusion of Melitta Group’s eight-year partnership with English Premier League side Manchester United.
Member of Melitta Group’s Management Board and great-grandson of company Founder Melitta Bentz, Jaro Bentz, says the partnership will help Melitta Professional grow awareness of its brand around the world.
“We are delighted about the partnership with Real Madrid, a club with a unique history of success and global appeal,” says 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 internationalisation.”
The partnership also includes a package of communication and marketing activities, and spans across Real Madrid’s women’s and men’s teams.
Former Real Madrid player and current Director of Institutional Relations, Emilio Butragueño, says the partnership is only possible due to the alignment of both brands.
“We are very excited to be working with Melitta Group,” he says. “In them, we have found a strong partner who shares our values of excellence, quality, and passion.”
Melitta Group currently has existing sports partnerships with German football teams Borussia Dortmund and Arminia Bielefield, Brazilian sports club Minas Tênis Clube, German handball club GWD Minden, German rowing club Bessel-Ruder-Club, and German gridiron team Minden Wolves.
