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SearchThe brewery extends its sponsorship with the white club by eight more years, incorporating the Vamos by Mahou brand to activate the agreement in Middle Eastern and African markets, and strengthens its presence at the Santiago Bernabéu with Plaza Mahou.
Mahou San Miguel and Real Madrid have formalized the extension of their sponsorship agreement until the 2032-2033 season, thereby prolonging a collaboration that dates back to the 1940s. The contract signing took place at a private event in Valdebebas, where Eduardo Petrossi, CEO of the brewery, and Florentino Pérez, president of the club, met.
The new pact covers the men's and women's first football teams, the youth categories, and the Real Madrid first basketball team. Through its flagship brands, Mahou Cinco Estrellas and Solán de Cabras, the company strengthens its bond with the Madrid entity, consolidating football as one of the strategic territories of its brand strategy.
The main innovation of this renewal is the incorporation of Vamos by Mahou, a range of non-alcoholic malt beverages that the company launched earlier this year exclusively for the Egyptian market. This inclusion allows the sponsorship to be activated in various countries in the Middle East and Africa.
According to the company's statement, this measure seeks to "connect the international projection of Real Madrid with the development of new categories in a market with high growth potential." In this way, the brewery leverages the club's global footprint to introduce a product category adapted to the preferences and local regulations of these regions.
The agreement also strengthens the brand's physical presence in the stadium. Since 2024, the Santiago Bernabéu has featured Plaza Mahou, a space that houses the first operational brewery inside a football stadium in Spain.
This facility not only functions as a food and beverage point but also allows the brand to "bring beer culture closer to stadium visitors, creating experiences around its products." According to the company, this initiative reinforces Mahou's connection with Madrid and increases its capacity to connect with audiences from different countries who visit the venue.
This renewal positions Mahou San Miguel as a long-term sponsor of the two main football clubs in the Community of Madrid. Last year, the company signed a new agreement with Atlético de Madrid until 2035, which also extended to the club's Sports City.
In the case of Real Madrid, the company has highlighted that this long-term bet combines local roots, the relationship with the fans, and the development of new international opportunities. The incorporation of the non-alcoholic malt brand marks a turn towards portfolio diversification and adaptation to markets where alcohol consumption is restricted or culturally less predominant.
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