Real Madrid have confirmed a new multi-year global strategic partnership with Roborock, appointing the smart home technology brand as the club’s official global partner in the cleaning vacuum category.
The agreement aligns one of the world’s most valuable and recognisable sports institutions with a rapidly expanding consumer technology company, underlining Real Madrid’s continued shift towards innovation-led and lifestyle-driven commercial partnerships.
Under the terms of the deal, Roborock will receive extensive global association rights across Real Madrid’s commercial ecosystem, covering both the men’s and women’s first teams. The partnership includes visibility across club digital platforms, media channels, and selected matchday environments, including at the Santiago Bernabéu.
The collaboration will be rolled out globally through integrated marketing campaigns and fan engagement initiatives, positioning Roborock’s smart cleaning technology alongside Real Madrid’s values of performance, precision, and excellence. The partnership is being promoted under the campaign theme “The Greatest Meeting The Greatest”, linking Roborock’s category leadership with the club’s long-standing sporting legacy.
Commenting on the announcement, Roborock President, Mr Quan Gang, said, “At Roborock, we believe true innovation exists to free people’s time and make everyday life smarter and more meaningful. As a global leader in smart cleaning, we are proud to partner with Real Madrid — a club that represents the highest standard of excellence, precision, and relentless pursuit of greatness. Both Roborock and Real Madrid are shaped by their communities — guided by millions of users and fans who inspire us to continuously raise the bar. Through this partnership, we aim to bring ‘Real Smart Cleaning’ to life for consumers worldwide, creating smarter homes, more effortless living, and experiences that connect people to greatness both on the pitch and at home.”
Emilio Butragueño, Director of Institutional Relations with Real Madrid, added, “Partnering with top-tier companies helps us grow as a club. We share core values with them, such as the pursuit of excellence, leadership, and the constant ambition to improve. We are very pleased, as we are confident that this marks the beginning of a highly rewarding and long-lasting relationship.”
As part of the activation roadmap, Roborock will showcase the partnership at CES 2026 in Las Vegas, integrating the collaboration into its global technology and product storytelling.
The partnership also includes a social impact component. Roborock and Real Madrid will work alongside the Real Madrid Foundation on initiatives aimed at promoting cleaner and safer environments, with a particular focus on children and families.
On the sporting front, Real Madrid remain firmly in the title race domestically, sitting second in LALIGA behind FC Barcelona, while also competing in the latter stages of the UEFA Champions League. Upcoming fixtures include a Madrid derby against Atletico Madrid in the Supercopa de España, followed by league clashes against Villarreal and European ties against AS Monaco and SL Benfica.
The deal further reinforces Real Madrid’s status as a preferred platform for global brands seeking scale, credibility, and cultural relevance, while providing Roborock with a powerful route to accelerate brand awareness and international growth through elite sport.
