Mahou and Real Madrid: A Century-Long Partnership of Tradition and Innovation

It’s hard to believe, but the partnership between Real Madrid and Mahou has been thriving for over 100 years. The collaboration first began in 1902, marking the beginning of a deep and enduring relationship between the legendary football club and one of Spain’s most iconic beer brands. Since then, the partnership has been extended multiple times, with both parties continuing to grow and evolve together.

Mahou San Miguel: A Leader in the Spanish Beer Market

Mahou is one of the flagship brands of Mahou San Miguel, a 100% Spanish company that is the leader of the beer industry in Spain. Known for its dedication to quality, Mahou has been recognized as the most internationally acclaimed beer in the country. The company’s journey began in 1890 with the creation of Mahou, and over the years, it has expanded its reach significantly.

In 2000, Mahou acquired San Miguel, further solidifying its position in the market. The company continued its expansion by acquiring the Canary Island brand Reina in 2004, Cervezas Alhambra in 2007, and diversifying its portfolio in 2011 with the purchase of Solán de Cabras, a renowned water brand. This strategic growth has allowed Mahou San Miguel to continue offering high-quality products to consumers worldwide.

Mahou and Real Madrid: A Partnership Built on Shared Values

Throughout their long partnership, Mahou and Real Madrid have continuously reinforced their shared commitment to excellence, innovation, and success. As Real Madrid’s official beer sponsor, Mahou has been an integral part of the club’s branding strategy, making appearances across the club’s marketing and promotional materials. The sponsorship has been marked by multiple activations, including the monthly “Mahou Cinco Estrellas Player of the Month” award, which recognizes standout performances by players.

¡Ya tenemos al #JugadorCincoEstrellas de enero del @realmadrid! 🎉 @KMbappe recoge el trofeo. 🏆 ¡Enhorabuena! 👏 pic.twitter.com/XL8eGX17NK

— Fútbol Mahou (@futbolmahou) February 17, 2025

Innovative Marketing Activations

In addition to its visible branding at Real Madrid’s iconic Santiago Bernabéu Stadium, Mahou has also launched numerous digital and social media campaigns to engage with fans. The company has harnessed the power of social platforms to boost its visibility and create meaningful connections with both local and global Real Madrid supporters.

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