This article contains information regarding the organisations enjoying a strong branding presence across LaLiga Santander club Real Madrid CF’s physical and digital assets as their sponsors and partners for the 2022-23 season.
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 airline was announced as the principal sponsor of Real Madrid in May 2013 in a deal reported to be worth €30m per annum. This deal was renewed in September 2017 in a four-year extension worth €70m per season, making it the biggest sponsorship deal in world football at the time.
The two parties announced a four-year extension of their partnership in October 2022. This agreement, reportedly worth €70m per year, will see Emirates continue serving as the front-of-matchday-shirt sponsor and official air carrier to the club until 2026.
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 and most classic kits.
Adidas’ contract as Real’s official kit supplier was last renewed in a mammoth €1.1bn deal in May 2019, making it the biggest, most lucrative kit deal in football. The deal is currently set to run until the end of the 2027-28 season.
Palladium Hotel Group
The 2012-founded Palladium Hotel Group and Real Madrid renewed their sponsorship agreement for a duration of three seasons in December 2022, with Palladium Hotel Group continuing to serve as a regional sponsor to Real Madrid’s football team and as the principal sponsor of their basketball team.
The two organisations originally signed an agreement in 2019.
Cosmetics brand Nivea Men first partnered with Real Madrid in an initially local deal in February 2013. Since then, the deal has been made global, with a five-year extension announced in November 2017.
The Beiersdorf-owned German company sees its global partnership with Real Madrid cover 70 countries. As per the deal, Nivea Men also gets image rights for select first-team players to use in promotional adverts.
The two parties renewed their partnership in September 2022. The current deal between the two parties is set to run until 2025.
South-Korean tyre company Hankook has been a global partner of Real Madrid since 2016. The two last renewed their partnership in January 2020 in a deal that currently runs until the end of the 2022-23 season.
As per the deal, Hankook receives in-ground advertising at Real Madrid’s home ground, the Santiago Bernabéu Stadium, in all competitions the club participate in. It also receives the club’s branding rights to use in its commercial campaigns.
After ending their 20-year relationship with Audi, Real Madrid announced BMW as their official vehicle partner in July 2022. The partnership entails the two parties collaborating over a number of new initiatives in the fields of diversity, sustainability and future mobility.
Mahou San Miguel Group has been an official partner of Real Madrid since 2001, although their alliance can be traced back to the early 1940s. The two last announced a renewal of their partnership in March 2020.
As per the deal, Mahou holds branding rights at the club’s home matches, as well pouring rights at the Santiago Bernabéu Stadium’s bars and hospitality suites.
The Abbott Park, Illinois-headquartered American pharmaceutical company was announced as the official health nutrition sponsor of the club and a global partner of the club’s charity arm, the Real Madrid Foundation, in October 2021 on a three-year deal.
Apart from branding rights, the deal entails Abbott providing nutritional support to the club’s senior and youth teams (both men’s and women’s), working with the club over “product innovation and development”, and working with the Real Madrid Foundation to support at-risk kids in over 80 countries.
Limassol, Cyprus-based easyMarkets was announced as the club’s Official Online Trading Partner in September 2020 in a deal currently set to run until the end of the 2022-23 season.
Electronic Arts (EA)
Since 2015, EA Sports has been serving as the official videogame partner to Real Madrid via its football simulation video game series FIFA (an overhaul and rebranding of the series to EA Sports FC is due in 2023).
The deal sees EA hold exclusive rights to feature Real Madrid’s licensing, which includes real-life likeness of players, kits and stadium, in its annual FIFA release. This also means FIFA’s main rival, Konami’s eFootball, features an unlicensed version of the team, although the players remain licensed via other circumventing deals.
Real Madrid and EA last announced an extension of their partnership in July 2020, and the deal is currently set to run until 2025.
Real Madrid and skincare company Cantabria Labs came to a three-year agreement in July 2022, which includes both the men’s and women’s football teams of the club.
The marketing-centred contract was negotiated with the intention of enhancing brand recognition and promoting Cantabria’s products: Heliocare, Endocare and Elancyl.
Los Angeles, California-headquartered tech-based natural wellness solutions provider Therabody was announced as a Global Sponsor of the club in December 2020.
Covering both the men’s and the women’s teams of the club, the deal sees Therabody’s products made available at the club’s training facilities, with educational and investigation programmes also put in place by the Therabody University to help the players learn more about physical conditioning and innovative recovery solutions.
The San Jose, California-headquartered software giant was announced as a Global Sponsor of the club in November 2021. The partnership is aimed at helping the club understand the nature of their fans’ engagement with their brand with help from Adobe.
With the help of the Adobe Experience Cloud, Los Blancos try to understand how their fans engage with their content, so that they could “drive deeper engagement” and provide their fans (both online and offline) “premium sports-immersive entertainment experiences”.
The San Jose, California-headquartered tech conglomerate was announced as the official technology partner of the club in a deal currently set to run until 2024.
Apart from branding rights, the deal entails Cisco equipping the club’s home ground, the Santiago Bernabéu, with its tech, which includes “connectivity and security solutions, a data centre and digital signage” while also equipping the stadium with Wi-Fi 6 connectivity. The Santiago Bernabéu is currently under refurbishment which is set to be completed by the end of 2022.
The partnership also entails Cisco collaborating with the club to help them “enhance fan participation throughout the stadium and generate new entertainment options” via a thousand of its IPTV solution-equipped screens.
With effect from the 2022–23 season, Zegna serves as the official luxury travel wear partner of Real Madrid through a multi-year deal, dressing their men’s and women’s teams for basketball and football as well as their corresponding technical teams.
The Italian luxury apparel manufacturer is required by the deal to dress Real Madrid players for away games, with a focus on UEFA Champions League visits.
Daktronics, an American audio-visual company based in South Dakota, became an official sponsor of Real Madrid in April 2022.
According to the contract, Daktronics provided the 360-degree video scoreboard and fascia (the LED screen band that wraps around the first level of the stadium) for the Santiago Bernabéu. Together with Legaz Arquitectura e Ingeniera, its installation and maintenance partner, Daktronics designed, produced, and installed a system consisting of over 3,700 square metres of LED screens in the stadium as a result of the cooperation.
Real Madrid and Softtek, a Mexican IT company, announced a global sponsorship agreement in October 2022.
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 deal also saw Movistar provide technological solutions in the different facilities and infrastructure of the club.
In December 2020, the deal between the two parties was again renewed, making Movistar a main sponsor of the club’s women’s team. Movistar also serves as an official sponsor to Real Madrid’s basketball first team.
After its merger with Liberbank, Málaga-headquartered Spanish savings bank Unicaja Banco signed with Real Madrid in September 2021 to continue upon the agreement the club signed with Liberbank the year before.
As the club’s financial services provider and sponsor, Unicaja works with Los Blancos over co-branded promotions, initiatives and products, with exclusive benefits and offers provided to the club’s members and the bank’s clients. The deal covers the club’s men’s and women’s football and basketball teams.
PlayStation announced a regional partnership with Real Madrid in October 2020 that saw PS4 and PS5 become the club’s official consoles. The deal covers the club’s men’s and women’s football first teams as well as their basketball team.
With this deal, PlayStation aims to expand its presence in the Spanish market. It also offers club-themed EA Sports FIFA console bundles to its customers.
Spanish gambling firm Codere has been the club’s official betting partner since 2016. The two parties last extended their partnership in October 2021.
The extended partnership, which runs until June 2026, reinforces the company’s commitment to the club to strengthen both Latin American and European fans’ engagement while also promoting fair play and awareness regarding gambling risks.
Partners since 2003, Real Madrid and healthcare provider Sanitas last renewed their deal in September 2021, which is currently set to run until the end of the 2023-24 season.
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.
American soft drink giant 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 in January 2014, when Coca-Cola reportedly offered €80m per annum to sponsor the Santiago Bernabéu.
Solan de Cabras
Madrid-based Mahou San Miguel Group-owned Solán de Cabras is a natural spring water. It serves as the official water of Real Madrid.
In June 2020, Real Madrid announced a regional partnership with Mexican financial firm INVEX Banco. The deal sees the two parties collaborate over a co-branded digital finance product aimed at football fans in Mexico.
In July 2020, KOK Sports was announced as Real Madrid’s official Asian betting partner, replacing ManBetX in a three-year deal. The deal sees the two parties collaborate to create unique content and interactive experiences for the club’s Asian fanbase.
Real Madrid and Kaiyun Sports struck a strategic partnership with the parent business of Kaiyun during the 2022-23 season. Apart from branding rights, the deal entails the two parties collaborating over building “a global digital brand and create next peak in sports and entertainment”.
PT Dua Kelinci
Indonesian peanut brand PT Dua Kelinci signed a four-year regional sponsorship deal with Real Madrid in January 2020. The two previously collaborated between 2011 and 2014.
Apart from branding rights, the deal sees PT Dua Kelinci supporting grassroots football in Indonesia via school-level initiatives.
The sports betting brand of London-based sports entertainment company Sporty Group was announced as a Regional Sponsor of Real Madrid in March 2022. The multi-year deal covers the African territory, including countries like Nigeria, Ghana, Kenya, Zambia, Tanzania and Uganda.
Apart from branding rights, the deal entails SportyBet working with the club to “enable the creation of unique and exciting entertainment, experiences and promotions for football fans across the continent”.
Bantrab, a financial organisation based in Central and Latin America, joined Real Madrid as an official sponsor in the summer of 2022. The sponsorship deal is set to last for three seasons, from July 2022 to June 2025.
Apart from branding rights, the deal sees Bantrab serve as a point of contact for Real Madrid’s assistance with Guatemalan sports, such as the development of local trainers for fitness and recovery.