Real Madrid taps Tata Communications to supercharge fan loyalty in India

Tata Communications has partnered with Real Madrid CF and Switzerland-based Footballerista Mobile to launch Madridista Premium, an exclusive loyalty and fan engagement programme for Indian football fans.

The initiative aims to tap into Real Madrid’s large fanbase in India, estimated at more than 22 million followers and 11 official fan clubs. The programme will offer Indian fans access to exclusive digital content, curated merchandise, and personalised engagement opportunities with the club.

Under the partnership, Tata Communications will enable seamless connectivity and fan interaction through its Tata Communications MOVE platform. Footballerista will manage fan onboarding and engagement journeys in India.


Emilio Butragueño, Institutional Relations Director at Real Madrid CF, said the partnership will bring the club closer to its supporters in India. He added that the initiative is not just about digital innovation but about connecting Real Madrid to its Indian fanbase beyond traditional fandom.

Marco Bijvelds, Vice President and Global Head of Tata Communications MOVE, said the collaboration will deliver a connected digital experience for Real Madrid fans in India. He said the technology platform enables the club to build deeper fan relationships and makes fans feel closer to the team even from a distance.

The partnership positions India as a key market for Real Madrid’s global expansion and fan community development strategy. The Madridista Premium programme can be accessed at youlovesport.in.