While Real Madrid managed to usurp Barcelona from the LaLiga throne last season, they still suffered quite a disappointment as they bowed out in the Round of 16 of the UEFA Champions League for a second consecutive season. With thirteen UCL titles – miles ahead than anyone else – Los Blancos will be looking to regain lost ground in Europe while strengthening their grasp on the LaLiga title as rivals Barcelona go through a transition season. We look at their sponsors for this season.
Emirates – The Emirates logo holds household recognition among staple football fans, with the text “Fly Emirates” (now “Emirates – Fly Better”) emblazoned across kits of many famous football clubs. The likes of AC Milan, Arsenal, Chelsea, PSG and Hamburger SV have had sponsorship deals with Emirates at some point in time.
The Emirati Airlines became the principal sponsor of Real Madrid in 2013 in a US$29.3m-a-year approx. deal. This deal was renewed in 2017 to a four-year extension worth US$82.17m per season, making it the biggest sponsorship deal in world football.
Adidas – The Adidas-Real Madrid marriage has been one of the oldest, most revered kit sponsorships in football history. Partners since 1998, the two have given us some of the best classic kits. Adidas’ contract as Real’s official kit supplier was last renewed in a ten-year US$1.2bn-a-year deal in 2019, making it the biggest, most lucrative kit deal in football.
Nivea Men – Cosmetics brand Nivea Men first partnered with Real Madrid in an initially local deal in 2012. Since then, the deal has been made global, with a five-year extension announced in 2017. The Beiersdorf-owned German company sees its global partnership with Real cover 70 countries. As per the deal, Nivea Men also gets image rights for select first-team players to use in promotional adverts.
Audi – Ingolstadt-based German car manufacturer giant Audi has been a global sponsor of Real Madrid since 2003. As per the agreement, Audi delivers its cars to the club’s first team players, who get to choose from Audi’s highly coveted catalogue.
Hankook – South-Korean tyre company Hankook is a global partner of Real Madrid since 2016. As per the deal, Hankook receives in-ground advertising at Real Madrid’s home ground (usually Estadio Santiago Bernabéu, but due to lockdown the current home matches are being played at the club’s training ground, Estadio Alfredo di Stefano) in all competitions Real participate in. It also receives the club’s branding rights to use in its commercial campaigns. Earlier this year, the two extended their partnership to last until 2023.
Mahou – Mahou San Miguel group has been an official partner of Real Madrid since 2001, but the traces of their alliance can be traced back to the early 1940s. The two announced a multi-year renewal earlier this year in March. As per the deal, Mahou holds branding rights at the club’s home matches, as well pouring rights at the stadium’s (Estadio Santiago Bernabéu) bars and hospitality suites.
easyMarkets – Cyprus-based easyMarkets was recently announced as the club’s official online trading partner. The award-winning financial service provider will sponsor Los Blancos for the next three years.
EA Sports – Since 2015, EA Sports has been serving as the official videogame partner of Real Madrid via its football simulation game, FIFA. The deal sees EA hold exclusive rights to feature Real Madrid’s licensing, that includes real-life likeness of players, kits and stadium, in its annual FIFA release. This also means FIFA’s main rival, Konami’s Pro Evolution Soccer, features an unlicensed version of the team, although the players remain licensed via other circumventing deals. Real Madrid and EA recently announced an extension of their partnership that will last until 2025.
Hugo Boss – Metzingen-based German luxury fashion brand Hugo Boss is an official sponsor of Real Madrid since 2016. The deal sees Hugo Boss provide bespoke formalwear dresses for the club’s football and basketball first teams, as well as the club’s B team (Real Madrid Castilla) and their respective technical teams.
Movistar – Movistar became Real Madrid’s “Connecting Partner” in 2017 in a deal that saw the telecommunications brand support the club’s fan engagement activities. The two also collaborated to create social media content. In 2019, Movistar’s deal was upgraded in a four-year extension that saw the company become the club’s technological integrator. The new deal sees Movistar provide technological solutions in the different facilities and infrastructure of the club.
Liberbank – Earlier this year, Liberbank was announced as the club’s official banking partner in a six-year deal. The deal will see the Spanish financial institution contribute to the club’s financial operations, provide club-themed banking products to the fans, and receive branding rights across the club’s physical and digital assets. Liberbank’s deal covers Real Madrid’s men’s and women’s football teams, as well as the basketball team.
PlayStation – PlayStation recently announced a regional partnership with Real Madrid that will see PS4 and PS5 become the club’s official consoles. With this deal, PlayStation aims to expand its presence in the Spanish market. It will also be providing club-themed FIFA 21 console bundles.
Codere – Spanish gambling firm Codere has been the club’s official betting partner since 2016. With this deal, Codere aims to use the club’s global status to gain exposure in the South American market. The two parties last extended their partnership in 2019 with a promise to promote fair play and awareness regarding gambling risks.
Sanitas – Partners since 2003, Real Madrid and healthcare provider Sanitas last renewed their deal in 2018 in a three-year extension. As per the deal, Sanitas provides the club with medical expertise, treatment and specialist healthcare technology and receives branding across the club’s digital assets.
Coca-Cola – American soft drink Coca-Cola is the club’s official soft drink for almost two decades now. The beverage company also reportedly continues to look for more opportunities to increase its affiliation with the club. The biggest evidence of this surfaced six years ago when Coca-Cola reportedly offered US$82 per annum to sponsor the club’s home ground, Estadio Santiago Bernabéu.
Solán de Cabras – Madrid-based Mahou San Miguel Group-owned Solán de Cabras is a natural spring water. It is the official water of Real Madrid.
Palladium Hotel Group – Palladium Hotel Group serves as a regional sponsor to Real Madrid’s football team and as the principal sponsor of their basketball team.
INVEX Banco – Earlier this year, Real Madrid announced a regional partnership with Mexican financial firm INVEX Banco. The deal will see the two parties collaborate over a co-branded digital finance product aimed at football fans in Mexico.
China CITIC Bank – Beijing-based China CITIC Bank became Real Madrid’s first-ever Chinese partner in 2018. The deal, reportedly worth US$2.3m annually, sees the two collaborate to create fan engagement opportunities for football fans in China. China CITIC Bank also provides club-themed credit cards as per its partnership with Los Blancos.
KOK Sports – Earlier this year, KOK Sports was announced as Real Madrid’s official Asian betting partner, replacing ManBetX in a three-year deal. The deal will see the two parties collaborate to create unique content and interactive experiences for the club’s Asian fanbase.