Real Madrid and Tmall Global, an overseas platform and an extension of Alibaba Group’s B2C business in China, launched the official online Real Madrid store for consumers in China. The 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 Monday July 27 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.

“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 our collaboration with FC Bayern Munich in May this year,” said Zhang. “Real Madrid and Tmall Global will work together to promote the exciting world of international sport to the Chinese market. As part of our Tmall Global strategy, Alibaba is committed to bringing new cultural experiences and brands on to our China retail marketplaces and we will continue to work with European brands and municipalities to bring the world to 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.

“Today, we continue to reach out to this
incredible country,” Florentino Perez said. “Today we start a partnership that will strengthen
our ties. The best club in the world, Real Madrid, is establishing a
strategic alliance with Alibaba’s Tmall Global platform. Initiating this
new path is an honor for us, and without a doubt, teams us up with the
global player and absolute leader in global e-commerce. This strategic
alliance allows us to launch the official Real Madrid store in China for
more than 600 million consumers online.”

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.

About Tmall Global

Launched in February 2014, Tmall Global ( is an overseas platform and an extension of Alibaba Group’s B2C Tmall business, which enables overseas merchants to enter China’s online retail market. By joining Tmall Global, merchants can conduct business from overseas without the need for physical operations within mainland China. International brands on Tmall Global benefit from the exposure to the hundreds of millions of visitors on Taobao Marketplace and Through Tmall Global, Chinese consumers have access to a variety of branded products sourced and fulfilled from outside mainland China.