Unicaja and Real Madrid CF have agreed to renew their partnership, which began in 2020, under which the financial institution will continue as the Club’s Official Bank until 2030. The institution thus extends its role as Real Madrid’s financial services provider and strengthens the range of products and experiences aimed at its fan base.
Since the partnership began in the 2020–2021 season, both organisations have promoted financial products aimed at supporters and organised initiatives to provide access to matches and club-related experiences. The renewal builds on this approach and extends it across all sections: men’s football, women’s football and basketball.
“For Unicaja, continuing as Real Madrid’s Official Bank means consolidating a strategic alliance with one of the world’s most renowned clubs and reinforcing our commitment to sports sponsorship and the values it represents, as well as our close relationship with our customers,” said Fernando Ríos, head of Communications and Image at Unicaja.
For his part, Emilio Butragueño, head of Institutional Relations at Real Madrid, stated that “the renewal of this agreement confirms a solid partnership, built on mutual trust and a shared vision. We are proud to have journeyed together through some of the most successful chapters in our history and to continue looking to the future with the same ambition”.
The continuation of the agreement also reinforces Unicaja’s commitment to women’s sport, as a founding sponsor of the Real Madrid Women’s football team, and increases the brand’s visibility at the Santiago Bernabéu stadium.
Experiences and products for Real Madrid fans
The renewal includes an expansion of promotions, prize draws and activities aimed at Unicaja customers across all Real Madrid sections, with a particular focus on members and Madridistas.
Each season, events are organised with the club’s players and legends, trips to attend domestic and international competitions, exclusive activities at the Santiago Bernabéu Stadium and the Real Madrid City, as well as prize draws for tickets and official merchandise.
Customers with Real Madrid products also have access to an exclusive prize draw platform for matches played at the Bernabéu, the Alfredo Di Stéfano Stadium and the Movistar Arena, as well as for the Bernabéu Tour.
Unicaja–Real Madrid Space
One of the most recent highlights of this partnership is the opening, in May 2024, of the Unicaja–Real Madrid Space, located at 3 Manuel de Falla Street, next to the Santiago Bernabéu Stadium. This is a free-to-enter centre, designed as a meeting point for fans, featuring themed areas, interactive activities and prize draws. The Space is open Monday to Friday, from 09:30 to 19:00, as well as on match days, four hours before the start of each match.
Unicaja, Official Bank of Real Madrid
Unicaja has been Real Madrid’s Official Bank since the 2020–2021 season and is one of the leading institutions in the Spanish financial system and a company listed on the IBEX 35. It is a leading bank in six autonomous communities (Andalusia, Asturias, Cantabria, Castile-La Mancha, Castile and León, and Extremadura), as well as being present in other markets such as Madrid, Ceuta and Melilla, where it has a long-standing presence.
It is characterised by its universal banking model and sustainable business approach focused on retail banking, underpinned by prudent management of its commercial strategy and risk profile. As a socially responsible organisation, it prioritises quality, innovation and digital transformation, and incorporates technology to enhance customer service and the bank’s efficiency.
