This article contains information regarding the organisations enjoying a strong branding presence across the physical and digital assets of the men’s and/or women‘s teams of Real Madrid Club de Fútbol as their sponsors and partners for the 2024/25 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 CF in May 2013 in a deal reported to be worth €30 million per annum. This deal was renewed in September 2017 in a four-year extension worth €70 million per season, making it the biggest sponsorship deal in world football at the time.
The two parties announced another four-year extension of their partnership in October 2022. This agreement, also reportedly worth €70 million per year, will see Emirates continue acting as the front-of-matchday-shirt sponsor and official air carrier of 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 Madrid’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.
In February 2024, Real Madrid CF signed a partnership agreement with US-based multinational tech company HP, which thus became the club’s first-ever Sleeve Partner in a historic deal.
HP’s deal covers not only Real Madrid’s men’s team but also their women’s team and youth programmes, with its logo present on Los Blancos‘ matchday shirt sleeves. HP also acts as the club’ technology partner, offering its range of AI-enabled devices at the Santiago Bernabéu Stadium, home of the Real Madrid men’s first team, while also contributing to in-person experiences, gaming, and club operations.
The 2012-founded Palladium Hotel Group and Real Madrid CF renewed their sponsorship agreement for a duration of three seasons in December 2022, with Palladium Hotel Group continuing to act as a regional sponsor of Real Madrid’s men’s football team and the principal sponsor of their men’s basketball team.
The two organisations originally signed an agreement in 2019.
Nivea Men first partnered with Real Madrid CF in an initially local deal in February 2013. The deal was later made global in November 2017 as a five-year extension was announced.
The Beiersdorf-owned German personal care products manufacturer 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 last renewed their partnership in September 2022. The current deal between them is set to run until 2025.
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 multiple 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 on “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.
Since 2015, EA Sports has been serving as the official video game partner to Real Madrid CF via its football simulation video game series EA Sports FC (formerly EA Sports FIFA).
The deal sees EA hold exclusive rights to feature the club’s licensing, which includes real-life likeness of players, kits, and stadium, in its annual EA FC releases. This also means its main rival, Konami’s eFootball, features an unlicensed version of the team, although the players remain licensed via other circumventing agreements.
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 the following Cantabria products: Heliocare, Endocare, and Elancyl.
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. Using the Adobe Experience Cloud, Los Blancos try to understand how their fans engage with their content so that they may “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 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 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.
Since the 2022/23 season, Zegna has acted as the official luxury travel wear partner of Real Madrid through a multi-year deal, dressing their men’s and women’s basketball and football teams as well as their respective technical teams.
The Italian luxury apparel manufacturer is required by the deal to dress the Real Madrid players for their away games, with special focus on UEFA Champions League trips.
Daktronics, an American audio-visual company based in South Dakota, became an official sponsor of Real Madrid in April 2022.
As per the contract, Daktronics has 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 has also 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.
Japanese medical device company Canon Medical and Real Madrid have been associated as partners since 2016. In July 2020, the two announced the signing of a new extension deal that sees the Japanese company remain the club’s official diagnostic imaging partner until 2025.
As per the agreement, Canon Medical has provided the club with six new diagnostic imaging solutions, including a world-first AI-powered MRI system, the Vantage Galan 3T with Advanced intelligent Clear-IQ Engine (AiCE), and a suite of ultrasound solutions that include the Viamo sv7, Aplio a550, and Aplio i800.
In October 2023, Real Madrid CF struck a partnership agreement with Visit Dubai to promote tourism in the city. The deal is part of the Dubai-D33 Economic Agenda, which aims to further grow the city’s economy by 2033.
The deal coincided with the announcement of a Real Madrid-themed park at Dubai Parks and Resorts. The first entertainment park in the world to be themed around Los Blancos features a museum, football skill games, restaurants, and shops.
Real Madrid CF announced signing a global sponsorship agreement with Chinese tyre manufacturer Linglong Tire in September 2024.
The partnership sees Linglong Tire integrate its brand across several Real Madrid projects. The two parties also collaborate on “sports marketing, promoting the integration and development of sport and business together.”
Real Madrid signed a three-year partnership agreement with Porcelanosa, a Spanish manufacturer, distributor, and retailer of ceramic tiles, in October 2024, with the Villarreal-based company joining the club as an Official Club Partner.
The deal sees Porcelanosa work on various activations with the club. It also works with Real Madrid’s women’s team at the Alfredo Di Stéfano Stadium, their home ground, on corporate social responsibility (CSR) projects.
In October 2024, Real Madrid announced a two-year partnership with Group Orenes’ sports betting and online casino brand VERSUSbet, roping it in as an Official Club Partner and Regional Sponsor.
The partnership covers all regions of Europe except Spain. VERSUSbet aims to reach out to wider audiences using Real Madrid’s global platform.
Real Madrid CF roped in financial services and tech innovator Ouro as an Exclusive Sponsor of their men’s and women’s first teams following a strategic partnership agreement signed in April 2024.
As per the agreement, Ouro supports the teams in the prepaid, credit, and debit card sectors as well as serve as their regional partner in the US, Mexico, Brazil, Portugal, France, and the UAE.
The partnership also entails a co-branded Netspend card featuring the Real Madrid brand in the US, where the men’s team had their pre-season summer tour this season.
Real Madrid CF announced signing a regional sponsorship agreement with Peruvian beverage company AJE Group in February 2024.
The partnership sees AJE Group’s energy drink Volt act as Los Blancos‘ Official Energy Drink in the following Latin American and African countries: Peru, Mexico, Ecuador, Bolivia, Colombia, Venezuela, Guatemala, Honduras, Nicaragua, El Salvador, Panama, Costa Rica, Egypt, Cameroon, and Nigeria.
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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.
Real Madrid CF announced a three-year partnership agreement with electronics company Hisense in September 2024, roping it in as a Regional Partner.
As per the agreement, Hisense acts as a regional partner of the club in Africa, Spain, and the Middle East. The two parties work together to elevate fan experiences for the supporters at home.
Real Madrid CF announced a partnership with French telecom company Orange in July 2024, roping it in as their Telecommunications Partner on a multi-year deal.
The three-year deal sees Orange hold image and hospitality rights as well as have branding presence at the Santiago Bernabéu and across traditional media assets of the club. Orange also provides the club with 5G/5G+ mobile connectivity, while also working with them on projects to “optimise the fans’ experience” at the Bernabéu.
PlayStation announced a regional partnership with Real Madrid in October 2020, which 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 men’s basketball team.
With this deal, PlayStation aims to expand its presence in the Spanish market. It also offers club-themed EA Sports FC 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 current deal, 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.
As per the deal, Sanitas provides the club with medical expertise, treatment, and specialist healthcare technology, receives in turn branding across the club’s digital assets.
American soft drink giant Coca-Cola has been 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 €80 million per annum to sponsor the Santiago Bernabéu.
Madrid-based Mahou San Miguel Group-owned Solán de Cabras is a natural spring water. It acts as the official water of Real Madrid CF.
Real Madrid and Kaiyun Sports struck a strategic partnership agreement 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”.
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, it also 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 the Real Madrid portfolio as an official sponsor in the summer of 2022.
The sponsorship deal is currently set to run until June 2025.
Apart from branding rights, the deal sees Bantrab act as a point of contact for Real Madrid’s assistance with Guatemalan sports, such as the development of local trainers for fitness and recovery.
HTH, a Chinese bookmaker, became an official regional partner of the Spanish giants during the 2023/24 season.
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