Spanish powerhouse Real Madrid have signed their first sleeve sponsorship contract with computer hardware company HP.
HP is a top-tier brand with a limited number of premium sports collaborations. Coming on board with Real Madrid confirms the club’s status as one of soccer’s leading brands and validates the choice to hold out for a deal on favourable terms.
The sponsorship includes the men’s and women’s teams, as well as youth programmes. For the first time in its 121-year existence, the men’s team will have two brands on its jersey, with HP joining front-of-shirt sponsor Emirates.
In addition, HP will become the club’s newest technology partner, delivering services such as AI-enabled gadgets at the newly refurbished Santiago Bernabeu stadium, as well as in-person experiences, gaming, and club operations.
According to Spanish news agencies, the agreement is worth up to $75.7 million every season and will include the HP brand on one of the team’s jersey sleeves. With sleeve sponsors becoming more popular amongst the football world, it was only a matter of time before the club introduced the additional partnership.
HP Chief Marketing and Corporate Affairs officer Antonio Lucio was pleased to finalise the new partnership.
“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,” he stated via press release.
Real Madrid’s shirt sponsorship arrangements amount more than $270 million, with the majority coming from kit maker adidas, which has a $193 million per year deal until 2028. The club’s Emirates contract is also worth $75 million each season until 2026.
Real Madrid’s next home game will take place on the February 11 where they will wear their iconic white shirts against Girona.