February 6 – Real Madrid’s €70 million-per-season sponsorship deal with technology giants HP, announced end of last week at an event held at Real Madrid City, tops the list of the world’s most lucrative football shirt sponsors.
The partnership will see HP become the first brand in the club’s 121-year history to carry its logo on the sleeve of the Real Madrid shirt, both in the men’s and women’s first football teams and in the reserves.
The 14-time Champions League winners’ long term front-of-shirt sponsor, Fly Emirates, also earns the club around €70 million per season, meaning Los Blancos hold the two most valuable shirt sponsorship deals in world football, on the same shirt.
Rounding out the top five are PSG’s partnership with Qatar Airways, worth €65 million per season, followed by FC Barcelona’s €57 million Spotify deal and Manchester United’s €55 million agreement with TeamViewer (which TeamViewer are seeking to get out of).
HP Chief Marketing and Corporate Affairs Officer Antonio Lucio explained: “HP and Real Madrid are two iconic global brands with a shared passion for delighting fans, enabling exceptional performance and making a positive impact on communities.
“We are honoured to partner with Real Madrid and see many exciting opportunities to harness the power of HP’s technology and brand to create amazing new experiences for fans while empowering the communities we share.”
Real Madrid players sported their new sponsor for the first time against city rivals Atletico Madrid at the weekend, which saw Atleti’s Marcos Llorente net a last-gasp equaliser to level the tie 1-1 against his former club.
Remaining LaLiga leaders thanks to Girona also dropping points, Los Blancos will turn their attention to this Saturday’s crucial tie versus the title hopefuls in a match that could dictate who finishes top come the end of the season.
Contact the writer of this story, Harry Ewing, at moc.l1713950800labto1713950800ofdlr1713950800owedi1713950800sni@g1713950800niwe.1713950800yrrah1713950800