Real Madrid and Softtek Renew Global Digital Partnership to Strengthen Fan Experience.

Roger Hampel

Image: Real Madrid CF

Real Madrid CF has announced the renewal of its global strategic partnership with Softtek, extending a collaboration that began in 2022 and has become central to the club’s ongoing digital transformation. The partnership underscores a shared focus on innovation, scalability, and personalized fan engagement through advanced digital technologies.

Three Years of Digital Transformation Real Madrid Softtek

Since the partnership began, Softtek, a Mexico-based global IT and digital transformation company, has played a key role in developing Real Madrid’s integrated digital ecosystem. This includes the modernization of the club’s technology infrastructure and the implementation of agile methodologies that enhance both operational efficiency and the fan experience.

The partnership has supported Real Madrid’s digital vision by building a modular and scalable platform capable of delivering real-time content, fan personalization, and data-driven engagement across digital channels. The collaboration has also strengthened the club’s ability to generate new digital revenue streams, particularly through e-commerce, mobile applications, and streaming experiences.

Leadership Statements

Emilio Butragueño, Director of Institutional Relations at Real Madrid, emphasized the partnership’s importance to the club’s digital strategy:

“Renewing our partnership with Softtek reaffirms a shared commitment to excellence and innovation. Softtek is a strategic partner that shares our digital vision and our aim to put the fans at the centre of every initiative.”

Blanca Treviño, President and CEO of Softtek, added:

“These three years have been highly strategic for Softtek, consolidating our position as a reference in digital transformation. The renewal of our partnership with Real Madrid reflects our mutual trust and commitment to drive technological excellence and digital innovation in the pursuit of the highest standards.”