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MADRID, January 2, 2026 /PRNewswire/ — Roborock, the global leader in home robotics designed to simplify cleaning in everyday life, today announced a global strategic partnership with the inaugural men’s and women’s teams of Real Madrid Football Club, widely ranked as one of the greatest football clubs in history. Under the overarching theme “The Greatest Meeting The Greatest,” the two brands are embarking on a multi-year journey that begins with a joint brand experience at the Consumer Electronics Show (CES) 2026, taking place in Las Vegas from January 6-9, where consumers and retail partners will be able to interact with innovative displays featuring both brands. Under the terms of this agreement, Roborock becomes the official global partner of Real Madrid in the cleaning vacuum category.
The agreement signed in Madrid between the President of Roborock, Mr. Quan Gang, and Mr. Emilio Butragueño, Director of Institutional Relations of Real Madrid, responds to a deep affinity between the brand philosophy of the two organizations, which have achieved remarkable historical performances with innovation as the common denominator.
Born 11 years ago, Roborock was named in 2024 by the research firm IDC as the best-selling brand in the world in its vertical sector of robotic vacuum cleaners (1). Roborock was born by bringing innovations to the market that significantly improved category performance. Widely known for accelerating the adoption of robot vacuum cleaners worldwide by enabling them to intelligently navigate around the home with its pioneering Laser Distance Sensor (LDS) technology, Roborock has continued to invest in innovation and is now fully immersed in creating AI-driven robots 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 cleaner with an AI-assisted robotic arm that users can customize to help pick up small obstacles such as socks and papers from the floor.
Roborock President Mr. Quan Gang comments: “At Roborock, we believe that true innovation exists to free up time and make everyday life smarter and more meaningful. As the global leader 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. Roborock and Real Madrid are shaped by their communities, guided by millions of users and fans who inspire us to continually raise the bar. Through this partnership, we aim to bring “Real Smart Cleaning” to life for consumers around the world, creating smarter homes, easier living and experiences that connect people to greatness, both in the field and at home.“
Likewise, Real Madrid has, by several indicators, the most remarkable performance as a football club and has played a major role in the history of the sport itself by maintaining a winning culture based on talent and generating strong fan enthusiasm that transcends national borders. Real Madrid is the football club in the world with the greatest number of achievements. Holding 15 Champions League titles, 36 La Liga titles and 20 Copa del Rey titles, FIFA has also recognized Real Madrid as the best club of the 20th century, an honor no other club has received.
Emilio Butragueño, director of institutional relations with Real Madrid, explains: “Partnering with leading companies helps us grow as a club. We share with them fundamental values such as the pursuit of excellence, leadership and the constant ambition to improve. We are very happy, because we are convinced that this marks the start of a very rewarding and lasting relationship. »
In the future, Roborock will enjoy a significant brand presence during Real Madrid’s home matches at the iconic Bernabéu stadium, reaching hundreds of millions of fans around the world. The partnership will bring Roborock’s innovations in smart cleaning to life through in-stadium exposure, campaigns and player-led stories that translate the meaning of “real smart cleaning” from the field to the home. The two 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 everyday life, Roborock remains committed to advancing intelligent robotics and home automation, allowing consumers to enjoy a freer, effortless lifestyle while Roborock takes care of the cleaning.
About Roborock
Roborock is a leading smart cleaning brand known for its smart cleaning solutions. Now the best-selling robotic vacuum brand according to IDC*, Roborock enriches lives with its innovative line of robotic, cordless, wet/dry vacuums, robotic lawn mowers and washer dryers. Rooted in a user-centric approach, our R&D-based solutions meet diverse cleaning needs in millions of homes in more than 170 countries and regions. Headquartered in Beijing with strategic subsidiaries in key markets including the United States, Japan, Netherlands, Poland, Germany and South Korea, Roborock is committed to increasing its presence in the global market. By 2026, Roborock will serve more than 22 million homes. For more information, visit https://global.roborock.com/.
About Real Madrid
Real Madrid CF is a sporting institution with 123 years of history. It holds the record for European Cups in football (15) and basketball (11) and was named by FIFA as the best club of the 20th century. With over 660 million followers across social media platforms, he has a global fan base that spans every continent. Brand Finance has recognized Real Madrid as the world’s strongest football brand for three consecutive years, and Deloitte’s Football Money League ranked it as the highest revenue club in the world during the 2023-2024 season. Further information is available at www.realmadrid.comthe most visited football club website for the seventh year in a row.
(PRNewsfoto/Roborock)
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Source: PR Newswire
