The Spanish football club, Real Madrid, have renewed their global digital alliance with Softtek, a leading global IT and digital transformation company, extending their collaboration to further enhance the club’s digital ecosystem and strengthen engagement with its global fanbase.
The renewal builds on a successful partnership established in 2022, during which Softtek played a central role in modernizing Real Madrid’s digital infrastructure, including its official website, mobile applications, and the club’s proprietary streaming platform, RM Play. Together, the organizations have developed an integrated, scalable, and modular technology framework designed to deliver seamless, data-driven, and personalized experiences to millions of fans around the world.
Through this renewed agreement, both parties aim to accelerate Real Madrid’s digital transformation journey by focusing on agility, innovation, and fan-centric technology. The partnership will continue to evolve the club’s digital capabilities, enhance real-time personalization, and unlock new opportunities to expand and monetize global digital revenue streams.
Commenting on the extension, Emilio Butragueño, Director of Institutional Relations at Real Madrid C.F., said, “Renewing our collaboration with Softtek reaffirms a shared commitment to excellence and innovation. Softtek is a strategic partner that shares our digital vision and our purpose of placing the fans at the center of every initiative. This continuity strengthens Real Madrid’s global leadership and consolidates a relationship based on shared ambition, innovation, and rigor.”
Blanca Treviño, President and CEO of Softtek, added, “These three years have been highly strategic for Softtek, cementing our position as a benchmark in digital transformation. The renewal of our alliance with Real Madrid reflects mutual trust and commitment to driving technological excellence and digital innovation in pursuit of the highest standards.”
Since 2022, the partnership has driven a comprehensive digital overhaul across Real Madrid’s digital ecosystem, from redesigned user interfaces and improved platform reliability to enhanced operational efficiency through agile development methodologies. These initiatives have resulted in higher fan engagement, improved conversion metrics, and a more cohesive brand experience across digital touchpoints worldwide.
The extended alliance highlights the growing convergence of sports, technology, and entertainment, as elite football clubs increasingly leverage data analytics, cloud infrastructure, and user experience design to deepen fan loyalty and fuel commercial growth.
Founded in Monterrey, Mexico, in 1982, Softtek operates in more than 20 countries, with delivery centers across Latin America, Europe, and Asia. The company provides digital transformation, cloud, and platform services to enterprises globally. Softtek joins Real Madrid’s prestigious network of partners, including Louis Vuitton, Cisco, Melitta, SPORTFIVE, Walmart, and Nivea Men and the recent club partners.
On the pitch, Los Blancos are currently leading the LALIGA table with seven wins and one loss from their opening eight matches, holding a two-point advantage over rivals FC Barcelona. Upcoming fixtures against Getafe and FC Barcelona in LALIGA, followed by Juventus and Liverpool in the UEFA Champions League, mark a crucial phase as the club pushes for both domestic and European glory.
