Roborock and Real Madrid join forces to promote smart cleaning innovation

Roborock today announced a strategic alliance with the men’s and women’s teams of the Real Madrid Football Club, making the Chinese company a global partner to drive smart cleaning innovation to millions of football fans.

The agreement, signed in Madrid between the president of Roborock, Quan Gang, and the director of Institutional Relations of Real Madrid, Emilio Butragueño, responds to the affinity between the philosophy of both organizations, which have achieved a notable historical performance with innovation as a common denominator.

Roborock becomes the official global partner of Real Madrid in the vacuum cleaner category. It will have a brand presence in the matches that Real Madrid plays at its Bernabéu stadium, reaching hundreds of millions of fans around the world, as indicated in a press release.

The partnership will bring visibility to Roborock’s smart cleaning innovations through in-stadium exposure, campaigns and player stories that will bring the meaning of ‘Really Smart Cleaning’ from the field to the home.

Both brands will also collaborate on global fan experiences and immersive activations, while working alongside the Real Madrid Foundation to help create cleaner, safer and more supportive environments for children and families.

“As global leaders in smart cleaning, we are proud to partner with Real Madrid, a club that represents the highest standards of excellence, precision and the relentless pursuit of greatness,” said the president of Roborock.

“Collaboration with top-level companies helps us grow as a club. We share fundamental values ​​with them, such as the search for excellence, leadership and the constant ambition to improve,” said Butragueño.

The collaboration is developed under the motto ‘The Greatest Meeting The Greatest’, and will kick off with a joint brand experience at the International Consumer Electronics Show (CES) 2026, which will take place in Las Vegas from January 6 to 9.