Real Madrid sign up Melitta Group as official coffee sponsor

  
Real Madrid fans need little extra stimulation when they get to watch their team play, but just in case, the La Liga giants have announced a five-year partnership with the Melitta Group, a German, family-owned coffee powerhouse, as their official coffee sponsor.  

The company will supply 200 machines to the Santiago Bernabéu and Real Madrid City, while also providing coffee and services to players, staff, and fans.   

As Emilio Butragueño, Madrid’s Director of Institutional Relations, put it: “We are very excited to be working with the Melitta Group. In them, we have found a solid partner that shares our values of excellence, quality, and passion.” 

Melitta’s representative, Jero Bentz, said: “We are delighted with this partnership with Real Madrid, a club with a unique success story and global appeal.”

For Melitta, it’s an opportunity to spread its brand far beyond German borders. For Madrid, it’s about more than coffee.   

With revenue soaring and transfer spending going the same way in the Premier League, Real are scrambling to extract maximum value from commercial partnerships to keep pace and stay competitive.

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