India — Tata Communications, in collaboration with Real Madrid CF and Footballerista Mobile (Suisse) AG, has announced the launch of the Madridista Premium loyalty programme in India, aimed at expanding the Spanish football club’s fan engagement in one of its largest international markets.
The initiative seeks to reach more than 22 million fans and 11 official Real Madrid fan clubs across India, offering them access to exclusive content, merchandise, and digital experiences. The programme is designed to strengthen the club’s connection to its supporters by extending Real Madrid’s digital ecosystem to Indian audiences.
Under the partnership, Tata Communications will provide the technological infrastructure to enable seamless fan interaction through its Tata Communications MOVE™ platform. Footballerista, serving as the customer-facing provider, will lead fan engagement initiatives and campaigns to encourage participation in the loyalty scheme.
According to the companies, the collaboration aims to deliver more than a traditional loyalty programme by creating a digital gateway that connects Indian fans directly to Real Madrid.
Emilio Butrageño, institutional relations director of Real Madrid CF, said, “With Tata Communications, we’re proud to bring the spirit of the Bernabéu to India. This partnership isn’t just about digital innovation — it’s connecting Real Madrid to its Indian fanbase that goes beyond traditional fandom.”
On the other hand, Marco Bijvelds, vice president and global head of Tata Communications MOVE™, added, “Our technology is designed to break down barriers and create connections. With Footballerista and Real Madrid, we’re changing the game from just providing a service; our digital fabric of solutions is building a stage for Real Madrid’s fan experience in India. This is about making fans feel even more connected to their beloved team, supporting them from afar.”
The partnership builds on Real Madrid’s global strategy to enhance fan experiences through digital engagement, marking another step in the club’s efforts to grow its presence in Asia.
