In 2025, Starbucks took a strategic step into the world of football by opening an exclusive Reserve space at Real Madrid’s Santiago Bernabéu Stadium, one of the world’s most iconic sporting venues. This new concept elevates the experience of enjoying a rich coffee, directly integrating it with the excitement of the match, offering panoramic views of the pitch, and becoming a meeting point where coffee culture and the passion for football converge. ⚽️☕️
The opening of the café within the Bernabéu is partly due to the stadium’s modernization, transforming it into a multifunctional space that combines sports, entertainment, and premium experiences (VIP). In this context, “Starbucks Reserve” fits in as a proposition that goes beyond traditional consumption: it’s a place to socialize, share, and enjoy the pre-game, halftime, or post-game analysis in an exclusive setting. For Real Madrid fans, it represents a new way to experience the stadium, extending the experience beyond the 90 minutes of the match.
This partnership also reflects a global vision. Football is the most followed sport on the planet, and Starbucks is one of the most internationally recognized brands; uniting these two worlds is a natural strategy for connecting with diverse, young, and multicultural audiences. The brand has explored this connection through content that highlights how coffee and football function as universal languages capable of bringing people together, generating conversation, and building community.
On social media platforms like Instagram and TikTok, this convergence is even more visible. It’s common to find content where players, digital creators, and fans share personalized drinks inspired by teams, colors, or celebrations. This dynamic strengthens the emotional connection with the brand and transforms each beverage into part of the fan’s experience, creating a moment that blends lifestyle, identity, and sport. 🏟️
With this move, Starbucks consolidates its presence in high impact cultural spaces and demonstrates that football, in addition to being experienced in the stands or in front of a screen, is also experienced in the places where people gather before and after the match.
The store at the Bernabéu symbolizes that evolution, a point where the energy of the stadium and the ritual of coffee merge to create an immersive experience that celebrates the global passion for sport and the power of brands to accompany those unforgettable moments.
