Real Madrid has signed Iren, an AI cloud computing firm, as its global sponsor and official AI cloud partner. This is Iren’s first sponsorship in football.

The collaboration will center on community participation, technological innovation, and digital transformation Reported on Social media.

The transaction follows Iren’s recent expansion into Spain. The Australian company acquired data center developer Nostrum Group, adding approximately 490 megawatts of safe electricity.

Iren has quickly transitioned into a major team sport. In June, it replaced Rakuten as the primary jersey patch sponsor of the Golden State Warriors for the 2026-27 season. The arrangement, which is thought to be valued roughly $50 million per year, is the most valuable endorsement in North American team sports history. It includes branding at the Warriors’ Chase Center, which seats 18,064 people, warm-up jerseys for the WNBA’s Golden State Valkyries, and the G League’s Santa Cruz Warriors jersey patch.

Real Madrid is rapidly expanding its partnership network. Earlier this month, it struck a three-year arrangement with Uber Eats as its official delivery partner in Spain, and in late September, it renewed its agreement with Sportfive as an authorized VIP tickets partner at the Bernabeu.

AI and cloud computing companies are increasingly sponsoring sports as they compete for brand awareness outside of the technology industry. Their emergence provides clubs with a fresh source of revenue at a time when conventional categories, such as betting in some countries, face tighter regulations.