Contract details
Start date:
Status:
2021
Official bank
Leagues and Tournaments:
Unicaja Banco Strengthens Partnership with Real Madrid as Official Bank and Social Impact Sponsor
August 9, 2021 – Madrid – Following its recent merger with Liberbank, Unicaja Banco has officially become the exclusive financial services partner of Real Madrid CF in Spain. The alliance cements Unicaja Banco’s role as the club’s official bank, expanding its sponsorship activities across both men’s and women’s teams in football and basketball for the upcoming seasons.
📢 Fin del partido: ⚪ Madridistas 1- ⚫ Comisiones 0
— Unicaja (@UnicajaBanco) August 23, 2022
💳 Consigue la #tarjeta de débito @realmadrid
💥 Sin comisiones el primer año.
⏳ Solo hasta el 30 de septiembre.
👉 Contrátala solo en Unicaja Banco 👇https://t.co/btmPkgq80A#publi pic.twitter.com/u2J5LF9Ag2
Merger Strengthens Strategic Sponsorship Scope
The integration of Liberbank into Unicaja Banco, completed in July 2021, resulted in the formation of Spain’s fifth-largest banking group by assets. This consolidation not only expanded Unicaja Banco’s customer base and geographic footprint, but also amplified the bank’s ability to leverage Real Madrid’s reach to promote new products and services to fans nationwide.
Under the renewed sponsorship, Unicaja Banco continues the initiatives started by Liberbank, including the Real Madrid branded credit cards and mortgages. These financial products remain active and are now being rolled out across Unicaja’s core territories. In addition, new offerings tailored to fans will be launched via digital and retail banking platforms.
Fan-Centric Financial Innovation and Experiences
Real Madrid supporters can expect expanded engagement initiatives from Unicaja Banco, such as:
- Exclusive promotions and giveaways (e.g., signed merchandise, ticket raffles)
- Virtual meet-and-greets with current players and legends
- Discounts on official merchandise and services
- Special offers for Real Madrid Card holders
If health and safety conditions permit, many of these fan experiences—previously held virtually—will return to in-person formats, especially during matchdays at the Santiago Bernabéu and Real Madrid training events.
Continued Support for Women’s Sport
As part of its long-term commitment, Unicaja Banco will continue its support of the Real Madrid women’s football team, maintaining the legacy started by Liberbank as a founding sponsor. The renewed partnership highlights Unicaja’s dedication to gender equality and inclusive sport initiatives.
Charity Run Sponsorship Highlights Unicaja’s Social Impact Strategy
February 9, 2024 — Unicaja Banco reaffirmed its support of community initiatives by sponsoring the 7th edition of the Real Madrid Foundation’s Charity Run. Presented at Ciudad Real Madrid, the event featured appearances by club ambassador Álvaro Arbeloa, Unicaja’s Head of Sponsorship Gemma Sotorres, and Gold Events CEO Jaime Cue.
Unicaja’s Vision: Banking with Purpose
Gemma Sotorres emphasized Unicaja’s evolving brand identity, noting that its presence on the race circuit reflects the bank’s values: “We want to represent a solid, approachable institution, embedded in society and committed to meaningful causes.”
In addition to Real Madrid and Unicaja Banco, the 2024 Charity Run is supported by partners such as Coca-Cola and Solán de Cabras, highlighting a strong network of corporate and social collaboration.
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