Reale Seguros Connects Sport and Protection in its New Sponsorship Campaign with Real Madrid Basketball

Mar. 16, 2026

• Developed by Ogilvy Spain, the campaign "Insurance Tailored to You... and to Real Madrid" aims to transform this sports alliance into an active communication and business platform for the brand.
• The commercials feature three of the team's most recognizable players (Edy Tavares, Facundo Campazzo, and Gabriel Deck) in situations typical of a basketball game, illustrating the importance of having the best team and the best protection.

Reale Seguros, a leading insurance company with a long history in Spain, has launched the TV and social media campaign "Insurance Tailored to You... and to Real Madrid", as part of the three-year sponsorship agreement reached with Real Madrid Basketball. Developed by Ogilvy Spain, the activation aims to use this sports alliance as a communication platform for the brand and its products, reinforcing its position as an approachable company committed to the passions that drive society.

The initiative also comes at a particularly relevant time for basketball. In recent years, the sport has experienced remarkable growth in popularity and following, boosted by the success of Spanish teams, the prominence of major international figures, and an increasingly diverse and committed fan base. In this context, the union between Reale Seguros and Real Madrid Basketball becomes a strategic opportunity to connect with a rapidly expanding community of fans.

The campaign transfers that emotional link from basketball to the insurance sector, connecting the passion for the sport with key company products such as car, home, life, and pet insurance, among others.

Javier Valbuena, Director of Communications and Brand at Reale Seguros, states:

"Featuring the stars of Real Madrid Basketball is a very important boost for our brand strategy. The popularity of the club and its players, combined with the strong alignment of our corporate values with those of sports, offers us a very broad creative territory to explore. At Reale Seguros, we believe that having the best team by your side is fundamental to enjoying your life without worries."

 

A partnership to remember

The creative proposal integrates highly recognized players from the team, such as Edy Tavares, Facundo Campazzo, and Gabriel Deck, who actively participate in the communication pieces. Through insights unique to the world of basketball, the campaign draws parallels between game situations on the court and the importance of having insurance solutions adapted to each need.

This approach allows the sponsorship to be transformed into a continuous narrative territory. Under the concept "Insurance Tailored to You... and to Real Madrid," Reale Seguros thus transforms the sponsorship into a relevant tool, leveraging the emotional connection generated by Europe's most successful basketball club to boost the notoriety and differentiation of its products.

Víctor Vázquez, Creative Director at Ogilvy in Madrid, state:

"The union between Reale Seguros and Real Madrid Basketball allowed us to explore the fan's point of view, the true protagonist of the campaign. From a very basketball-specific insight: those plays where the player ends up in the front row and the audience becomes part of the action. Demonstrating that 'tailored insurance' with humor and a certain visual spectacle has been a self-imposed challenge, but one that has pushed us to achieve a piece that will help put such an important sponsorship for the brand on the map."

 

With this campaign, Reale Seguros seeks to strengthen its connection with basketball fans and consolidate its commitment to sports sponsorship in Spain, leveraging values such as commitment, effort, and teamwork.