Real Madrid Signs Iren As Official AI Cloud Partner

Real Madrid and IREN have established an alliance between two organizations committed to the community, innovation, and technological progress.

Real Madrid continues to expand its commercial portfolio, with the latest partnership reflecting the growing role of technology companies in global sports sponsorship.

The development comes as AI and cloud computing firms increasingly turn to sport to build brand awareness beyond the technology sector, using partnerships with major clubs and leagues to reach global audiences.

Australian data-centre company Iren has also accelerated its expansion, recently acquiring Spanish data-centre developer Nostrum Group and adding approximately 490 megawatts of secured power capacity to its portfolio.

The company has made a significant push into professional team sports. In June, Iren became the primary jersey patch sponsor of the NBA’s Golden State Warriors from the 2026–27 season, replacing Rakuten. The agreement, reportedly worth around US$50 million annually, has been described as the most lucrative sponsorship deal in North American team sports history.

The partnership extends beyond the NBA franchise, with Iren branding at the Warriors’ 18,064-capacity Chase Center, on warm-up jerseys for the WNBA’s Golden State Valkyries and on the jersey patch of the G League’s Santa Cruz Warriors.

For sports properties, the growing interest from AI and cloud computing businesses presents an opportunity to diversify commercial revenue streams as traditional sponsorship categories, including betting in certain markets, face increasing regulatory restrictions. For technology companies, partnerships with high-profile teams offer a platform to strengthen consumer recognition and connect with audiences at a global scale.