Real Madrid names IREN its Official AI Cloud Partner

In depth · Summary of the source

AI cloud company IREN has signed its first sponsorship deal in football. It becomes a global sponsor of Real Madrid and the club's Official AI Cloud Partner.

Key facts

• Parties: Real Madrid (LaLiga) and IREN, an Australia-based AI cloud computing firm
• Role: global sponsor and Official AI Cloud Partner
• Focus: community engagement, technical innovation and digital transformation
• The value of the deal has not been disclosed

What was done

IREN enters football through one of the world's biggest clubs. The deal follows the company's recent acquisition of Spanish data-centre developer Nostrum Group, which brought around 490 megawatts of secured power.

Results

No results have been reported yet, as the partnership has only just begun. Since June, IREN has also been the jersey patch sponsor of the NBA's Golden State Warriors, a deal reportedly worth around $50 million a year.

Why it matters

Companies selling AI infrastructure are starting to take over the role of headline sponsors in elite sport. For Real Madrid, IREN adds another major commercial deal alongside partners such as Adidas, Emirates, HP and Uber Eats.

Source: Sportcal, 19 October 2026 (English) · Read the original