Spanish soccer giants, Real Madrid, have extended their partnership with sports marketing agency Sportfive. This extension ensures the continued distribution of the in-house Real Madrid TV station to international broadcasters and networks.
The original deal between Real Madrid and Sportfive was struck in 2022. Currently, Real Madrid TV provides full-match replays of most men's team fixtures. It also offers in-depth features, player and coach interviews, historical documentaries, tactical analysis, and training session coverage.
Sportfive has recently secured several new distribution deals for Real Madrid TV. These include agreements with Indonesia's Emtek and Thailand's AIS.
Pedro Cubillos, Sportfive executive director for global media, said:
"Working with such a globally recognized brand further strengthens our position in the international sports media market."
Impact on fans
This partnership allows fans worldwide access to premium content from one of football history’s most iconic clubs. The headquarters of the TV channel are located at Ciudad Real Madrid Florentino Pérez - the club’s official training centre.
Real Madrid currently leads Spain’s LaLiga after winning all their games so far this season. Their first game of the 2025-26 UEFA Champions League group stages is against France's Marseille. Earlier this month, they secured a new commercial tie-up with Melitta Group as their exclusive coffee partner. In addition to soccer coverage, Real Madrid TV also covers news about its men’s basketball team which recently secured Emirates Airlines as a main sponsor.
Emirates already sponsors the men's soccer team through a four-year front-of-shirt sponsorship deal valued at $70 million annually by GlobalData Sports when it was unveiled. Now Emirates' Fly Better branding will feature prominently on match jerseys for both teams as well as training kits and staff apparel.
Branding opportunities
Emirates will be provided with branding opportunities at the basketball team's stadium – the Movistar Arena Madrid Stadium. This includes scoreboard visibility, in-arena signage, and hospitality tickets. They will also benefit from social media and marketing rights, advertising rights, and access to player meet-and-greet sessions.
Emirates has a long-standing association with basketball as a global partner of North America’s NBA. The airline has also sponsored local basketball in the United Arab Emirates and Dubai for nearly three decades.
In Spain, it sponsors two top-tier ATP men's tennis tournaments including the Madrid Open. The Real Madrid basketball side is currently preparing for their first game of the 2025-26 Liga ACB season against Gran Canaria on October 4th.
