Melitta Group and Real Madrid Forge Groundbreaking Global Partnership
September 11 - 2025
Coffee Geography Magazine
In a landmark agreement that unites a legendary football institution with a global coffee pioneer, the Melitta Group has been named the official and exclusive coffee partner of Real Madrid CF. This multi-faceted five-year partnership, effective from the start of the 2025/26 season, marks a significant strategic move for the German family-owned company as it seeks to amplify its brand on the world's most prestigious sporting stages.
The comprehensive cooperation grants Melitta exclusive pouring rights across the entire Real Madrid ecosystem. The company will supply its premium coffee, state-of-the-art brewing equipment, and service support to the iconic Santiago Bernabéu Stadium, the club's training grounds, and all office areas. The agreement is notably inclusive, covering both the men's and women's teams, and includes an extensive package of marketing and communications activations designed to engage the club's colossal global fanbase.
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).
Jero Bentz, member of the management board of the Melitta Group and great-grandson of company founder Melitta Bentz, expressed his enthusiasm for the alliance. "We are delighted about the partnership with Real Madrid, a club with a unique history of success and global appeal," said Bentz. "This cooperation will significantly 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."
Echoing this sentiment, Emilio Butragueño, Director of Institutional Relations at Real Madrid, stated, "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."
As part of the operational rollout, Melitta will install over 60 professional XT6 fully automatic coffee machines and more than 150 Barista TS machines throughout the Bernabéu, ensuring that players, staff, VIP guests, and general spectators can all enjoy a premium coffee experience. The visibility for the Melitta brand will be further enhanced through perimeter advertising during matches, in-stadium marketing activities, access to players for promotional events, and a robust schedule of online and social media campaigns.
This new alliance with the 15-time European Champions represents a strategic evolution of Melitta's sports sponsorship model. It seamlessly continues the brand's highly successful eight-year partnership with Manchester United, which concluded in 2025. Patrick Schenk, responsible for sports partnerships at the Melitta Group, highlighted the continuity of this strategy. "The partnership with Manchester United was a great success for us," Schenk noted. "It significantly increased our brand awareness and sustainably boosted interest in our products. The partnership with Real Madrid is now the logical next step in further expanding the successful model of global sponsorship."
Real Madrid stands as one of the most successful and widely supported football clubs in the world, with an estimated 750 million fans and 584 million social media followers. The Santiago Bernabéu Stadium welcomes approximately 3.5 million visitors annually across more than 250 events. The club's women's team is also a formidable force, regularly competing in the UEFA Women's Champions League.
The Melitta Group's commitment to sports sponsorship is deeply rooted, with current partnerships spanning international, national, and regional teams including Borussia Dortmund, Arminia Bielefeld, and Minas Tenis Clube, among others. The deal with Real Madrid elevates this commitment to its highest level yet, promising to bring the taste of German coffee craftsmanship to the heart of Spanish football.