Real Madrid, one of the most prestigious names in global sport, has announced a major new sustainability-driven partnership with Positec, the parent company of power tool innovators Kress and Worx. Through this alliance, Kress becomes the official greenskeeper sponsor of the club, helping maintain the iconic Santiago Bernabéu Stadium and Ciudad Real Madrid training complex with cutting-edge, battery-powered, zero-emission equipment.
Innovation Meets Environmental Responsibility
This partnership is about more than branding — it’s about aligning missions. Both Real Madrid and Positec share a common belief:
“Excellence demands performance. Progress must be sustainable.”
With climate-conscious operations becoming essential in sport, this deal reinforces Real Madrid’s strategic push to transform every facet of its club — including turf management — through sustainability-led innovation.
A New Era of Sustainable Turf Care
At the heart of the agreement is the deployment of Kress’ satellite-guided robotic mowers and professional-grade battery-powered landscaping tools. These technologies, already in use at leading golf venues worldwide, will now play a central role in maintaining Real Madrid’s world-class playing surfaces:
- Santiago Bernabéu Turf: Maintained with autonomous mowers for consistency, sustainability, and precision.
- Ciudad Real Madrid Complex: Nearly half a square mile of elite training ground to be landscaped with Kress battery-powered tools that run nearly silent and emit zero operational emissions.
Beyond the Pitch: Fans & Future Focus
Kress’ sister brand Worx will also play a central role in this dual-brand deal. Known for its AI-driven Landroid robotic mowers and the PowerShare battery system, Worx empowers homeowners to adopt environmentally responsible outdoor care solutions.
The partnership extends Real Madrid’s impact off the field — inspiring its global fan base to make more sustainable choices in their own homes and communities.
“This is more than a sponsorship,” said Don Gao, CEO of Kress/Worx. “It’s a declaration of intent—to lead with excellence, innovate responsibly, and raise the global standard of sustainable lawn care.”
Rise of Purpose-Led Partnerships in Sport
At 365247 Media, we see this deal as a textbook example of a next-generation sponsorship — one that blends product utility, values alignment, and fan-facing storytelling.
Why this partnership works:
- Relevance: Real Madrid uses Kress tools – this isn’t just a patch on a sleeve.
- Authenticity: The shared mission around sustainability is tangible and credible.
- Scalability: Both brands benefit from global reach and lifestyle integration — sports x home.
What other clubs and brands can learn:
- Move beyond exposure: Look for functional value exchanges.
- Sustainability isn’t a CSR play anymore — it’s a business pillar.
- The best partnerships are those that live the brand, not just wear it.
If you’re a brand looking to enter sport authentically or a club seeking value-aligned sponsors, we can help. At 365247 Consultancy, we specialize in building strategic, sustainable, and high-impact partnerships across sport and culture.
Get in touch with us today to explore how your next sponsorship can drive both purpose and performance.
Join the 365247 Community here.
IMAGE: Prositec group ltd.
