Real Madrid Enters Global Strategic Partnership With Roborock.

Roger Hampel

Image: Real Madrid

Real Madrid has confirmed a global strategic partnership with Roborock, adding the smart home technology company to the club’s international commercial portfolio. The agreement was formalised at Real Madrid City and positions Roborock as a global partner, with planned brand integration across selected club assets and joint initiatives aimed at international audiences.

Technology Brand Added to Global Partner Mix

Roborock operates in more than 40 countries and is positioned within the consumer robotics and smart home category. From a football business perspective, the partnership reflects the continued interest of consumer technology brands in associating with elite football properties to support global brand visibility and premium positioning.

Scope of the Agreement Real Madrid

According to the club, the partnership will include:

• Roborock brand presence across key Real Madrid assets

• joint initiatives linked to innovation and technology themes

• fan-facing activations aligned with the club’s global platforms

The collaboration is framed around long-term brand alignment rather than matchday-focused or product-specific activation.

Executive Presence at Signing

The signing ceremony was attended by Emilio Butragueño, Director of Institutional Relations at Real Madrid, and Quan Gang, President of Roborock. The involvement of senior representatives from both organisations signals the partnership’s positioning at group level rather than as a local or short-term commercial deal.