Real Madrid, under Xabi Alonso, sit second on the LaLiga table four points behind leaders Barcelona. Villarreal sit third, four points behind Real - but with two games in hand.
Florentino said on Friday: "I always say that being part of Real Madrid is a great privilege, but at the same time it's a great responsibility.
"At Real Madrid, we cannot fall into complacency , and every year we are obliged to work until the end to continue nurturing this universal feeling that is Madridismo.
"This club already has 660 million followers on our social networks, and that gives you an idea of what it represents for millions and millions of people around the world. Here you have to fight until the very end, and that's what I ask of you: that no one in this shirt gives up until the final moment of every match and that everyone gives their all on the pitch.
"We trust in your commitment and your talent , and we are certain that, with everyone's unity, we can meet the challenges that lie ahead."