Uber Eats and Real Madrid Celebrate Sponsorship Partnership Under the Banner "Hunger has Brought us here"

Oct. 09, 2026

One thing has defined Real Madrid since its founding in 1902: an insatiable hunger to win, to come back and to make history. On that premise, Uber Eats announces its agreement as official sponsor of Real Madrid CFwith the launch of "Hunger has brought us here", a campaign developed under Ogilvy Spain’s creative concept, driven by a 360° media strategy from PHD Media (Omnicom Media), and post-produced by WPP Production. It is a tribute to the Club’s winning mentality, and positions the delivery platform as the ally of Real Madrid fans on every matchday.

The campaign is part of the sponsorship agreement between Real Madrid CF, Uber Eats and Uber Mobility in Spain, managed by FUSE, Omnicom Media’s unit specializing in sport, music and entertainment. It is the partnership’s first major rollout.

The campaign starts from a truth every Real Madrid fan knows: winning is never enough, and the appetite for glory stays intact from the first second to the hallowed 93rd minute. Uber Eats links this metaphorical hunger for trophies to the very real appetite that brings fans together around the table before, during and after every match.

Arnaud Gouénard, Head of Marketing at Uber & Uber Eats Spain said:

“Announcing our partnership with Real Madrid is a source of enormous pride. That’s why we’ve created a 360° campaign rooted in the DNA of both Real Madrid and Uber Eats, to celebrate this alliance and connect withfans through two great passions: football and Spanish food."

 

The epic of the comebacks, to be savored in Callao

To bring “Hunger has brought us here” to the streets, Madrid’s Plaza de Callao becomes one of thecampaign’s main stages from October 7 to 11, with an immersive pop-up dedicated to some of Real Madrid’smost memorable comebacks.

Developed by PHD Media (Omnicom Media), the experience invites fans to walk through a one-of-a-kind Real Madrid Museum, featuring the jerseys from five of the Club’s greatest feats, and an interactive food space. Each historic victory inspires a small bite that reinterprets the classic Spanish montadito with ingredients and references from the rival team’s cuisine. Visitors can taste them for free by scanning a QR code:

• “El Doblete” (The Brace) | Manchester City FC (2021/2022): Two goals, in the 89th and 91st minutes, took the match to extra time. Combines roast beef, potato parmentier and Perrins sauce.
• “El 98” (The 98) | Juventus FC (2017/2018): A penalty in the 98th minute sealed Real Madrid’s place in the next round. Inspired by vitello tonnato, with 98 grams of beef, arugula and Parmesan.
• “El Bravo” (The Bravo) | Atlético de Madrid (2013/2014): A header in the 93rd minute sent the final to extra time. Reinterprets the Spanish tortilla with egg and salsa brava.
• “El Inesperado” (The Unexpected) | FC Bayern München (2023/2024): Two goals from the 81st minute onward completed another European comeback. Features German sausage, sauerkraut and Momami sauce.
• “El Épico” (The Epic) | Villarreal CF (2016/2017): Real Madrid turned around a 2-0 deficit in a LaLiga match. Combines longaniza sausage, caramelized onion and aioli.

The tour ends with an immersive recreation of the Santiago Bernabéu dugout, with views of the stadium, where fans can pose for photos and take home a memento of the experience.

On opening day, the space welcomed former player Marcelo Vieira, one of Real Madrid’s legends, whohosted a meet & greet with more than 200 fans, posing for photos and signing jerseys.

Visual dominance across the capital

The Callao experience is amplified by a powerful Out-of-Home circuit designed to increase the campaign’sreach and awareness, and to drive traffic to the pop-up.

The rollout includes a large-format banner at Paseo de la Castellana 88, just steps from the Santiago Bernabéu Stadium, as well as the Callao Digital Outdoor screens and the two giant LED screens crowning thespace. The ecosystem is completed by Social campaigns on Meta and TikTok, press inserts, and a presencein the Uber Eats app itself, with exclusive promotions on Real Madrid matchdays.

 

Pablo Cachón and Patricia Medeiros, Creative Directors at Ogilvy Spain, said:

“Real Madrid has a unique philosophy, summed up in one phrase: ‘Hasta el final, vamos Real.’ It reflects an inability to give up and a constant ambition to win more. That ‘hunger’ is an extremely powerful graphic and narrative concept, and it letus connect elite competition with Uber Eats’ value proposition in a natural and respectful way. With the ReMontaditos space in Callao, we wanted to bring the epic of Real Madrid to life as a tangible, gastronomic and urban experience for all fans.”

 

Noelia Moya, Business Lead at PHD Media Spain, added:

“This campaign shows the potential of a full-funnelmedia strategy, one that can pair a football insight this deeply rooted among Real Madrid supporters with Uber Eats’ food proposition. Within the framework of the sponsorship agreement with Real Madrid managed byFUSE, PHD Media has designed a strategy that combines the impact of the outdoor circuit and digital screenswith the Callao pop-up experience, connecting the passion for comebacks with the different consumptionmoments around the match.”

 

An audiovisual tribute to the hunger for victory

The campaign’s hunger for victory comes to life in a 50" audiovisual piece, with 20" and 10" cut-downs, tracingthe Club’s history of success.

The spot combines black-and-white archive footage of the first LaLiga titles with historic celebrations and current moments featuring first-team stars such as Kylian Mbappé, Jude Bellingham, Thibaut Courtois and Vinicius Jr.

Through dynamic editing and an epic soundtrack, the video shows Real Madrid’s stars celebrating goals, kissing the club crest and biting medals in front of Uber Eats pitch-side boards.

The piece also uses the classicUber Eats order ticket as its central graphic device, interacting with the screen to display match stats and thekey minutes of the Club’s greatest feats.