Real Madrid CF sign historic HP deal

Real Madrid CF have signed a partnership agreement with US-based multinational tech company HP, which becomes the Spanish professional football club’s first-ever Sleeve Partner in a historic deal.

HP will partner with not only Real Madrid’s men’s team but also their women’s team and youth programmes, with its logo present on the Blancos jersey sleeves.

HP will also become the club’s latest technology partner, offering its range of AI-enabled devices at the newly-renovated Santiago Bernabéu Stadium while also contributing to in-person experiences, gaming, and club operations.

Speaking about the deal, Antonio Lucio, Chief Marketing and Corporate Affairs Officer, HP, said:

“HP and Real Madrid are two iconic global bands 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 achieve the power of HP’s technology and brand to create amazing new experiences for fans while empowering the communities we share.“