“The Greatest Meeting The Greatest” is the umbrella theme of the strategic global partnership between Roborock and Real Madrid Football Club‘s First Men and First Women teams.
Born 11 years ago, Roborock has been named in 2024 by research firm IDC the No.1 best-selling brand globally in its Robotic Vacuum Cleaner vertical. And Real Madrid is widely ranked as one of the greatest football clubs in history.
Together the brands are embarking on a multi-year journey that will begin with a joint brand experience at the global Consumer Electronics Show (CES) 2026, running in Las Vegas from January 6 to 9, where both consumers and business partners will be able to interact with innovative displays featuring both brands.
The agreement signed in Madrid between Roborock President Mr Quan Gang and Mr Emilio Butragueño, Director of Institutional Relations of Real Madrid, responds to a deep affinity between the brand ethos of both organisations, which have achieved remarkable historical performance with innovation as common denominator.
Under this agreement, Roborock becomes Real Madrid’s official global partner in the cleaning vacuum category.
Roborock was born by bringing to the market innovations that dramatically improved the category’s performance. Widely known for accelerating the adoption of robot vacuums around the world by making them navigate smartly around the house through its pioneering Laser Distance Sensor (LDS) technology, Roborock has continued investing in innovation and is now fully immersed in releasing AI-driven robotics that relieve human intervention in the cleaning process.
One of its latest developments, the Roborock Saros Z70, is the world’s only commercially available robot vacuum with an AI-assisted robotic arm that users can customise to help pick up small obstacles such as socks and papers from the floor.
Roborock president, Mr Quan Gang, comments: “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.”
Equally, Real Madrid has by several metrics, the most remarkable performance as a football club and has played a major role in the history of the sport itself by nurturing a winning culture based on talent and achieving strong fandom enthusiasm that transcends national borders. Real Madrid is the world’s football club with the highest number of achievements.
Holding 15 Champions League titles, 36 La Liga titles, and 20 Copa del Rey titles, FIFA also recognised Real Madrid as the best club of the 20th century, an honour no other club has received.
Emilio Butragueño, Director of Institutional Relations with Real Madrid, explains: “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.”
Looking ahead, Roborock will gain prominent brand presence across Real Madrid’s home matches at the iconic Bernabéu Stadium, reaching hundreds of millions of fans worldwide.
The partnership will bring Roborock’s smart-cleaning innovations to life through stadium exposure, campaigns and player-led storytelling that translate the meaning of “Real Smart Cleaning” from the pitch 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 artificial intelligence continues to transform daily life, Roborock remains committed to advancing intelligent robotics and home automation, enabling consumers to enjoy a freer, more effortless lifestyle while Roborock takes care of the cleaning.
