Real Madrid unveiled a new agreement with the Alibaba Group on July 26, launching the official online Real Madrid store on Tmall for consumers in China.

As one of the world’s most recognizable and popular football brands, Real Madrid is the second football club that has reached a strategic cooperation with Tmall Global, closely following the collaboration with FC Bayern Munich in May this year.

This strategic partnership will allow consumers in China to enjoy a selection of the sports club merchandise including official player jerseys, club apparel for men, women, and children, and club memorabilia.

The Real Madrid online store is another example of Alibaba Group’s strategy to bring premium foreign brands and products directly to Chinese consumers. Fans of Real Madrid can now directly purchase their favourite and genuine Real Madrid merchandise on the club’s Tmall Global online store.

The partnership launch ceremony held in Guangzhou was attended by Jeff Zhang, President of Alibaba Group’s China retail marketplaces, Florentino Perez, President of Real Madrid, and the team’s first string players. Widely known as the most valuable sports club in the world, Real Madrid will work together with Tmall Global to develop their business within China targeted at Chinese consumers.

The official Real Madrid store on Tmall Global offers a unique player fitting room interactive function so fans can choose outfits and products from their favourite players. In addition, the sports club also has a broad range of lifestyle merchandise from mouse pad and lunch box packs to embrace a complete lifestyle selection for fans to choose from. In the future, Tmall Global and Real Madrid will have special edition or exclusive products targeted for Chinese consumers.

Real Madrid is the first club in the world to have opened offices in China, headquartered in the Beijing capital. With millions of Real Madrid fans in China, the club aims to reach new fans through Alibaba Group’s China retail platforms.