Real Madrid introduce first-ever sleeve sponsor in HP

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Image credit: Real Madrid official website

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.

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TSG Hoffenheim extends partnership with SAP until 2030

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Image Credit: TSG Hoffenheim Website

TSG Hoffenheim has confirmed a long-term extension of its partnership with SAP, one of the most established and technology-driven sponsorships in German football. The renewed agreement, running through to 2030, will see SAP continue as main sponsor, front-of-shirt partner, and official technology partner — while expanding its involvement across the women’s and academy teams.

This extension highlights the strong commitment from both parties and reinforces the growing importance of tech-focused partnerships in shaping modern football strategy and infrastructure.

Among the Bundesliga’s Longest-Standing Sponsorships

SAP has featured on Hoffenheim’s kits since the 2013/14 season, making it one of the Bundesliga’s three longest-running front-of-shirt sponsors. The expanded deal includes:

  • Continued main sponsorship of the men’s first team
  • Sleeve sponsorship for the TSG Hoffenheim women’s team from the 2025/26 season
  • Shirt sponsorship for the club’s academy sides (U16–U19)
  • Branding on training gear and matchday apparel
  • In-stadium branding, including façade signage and TV-facing boards
  • Naming rights to specific stands and hospitality areas at Hoffenheim’s home ground

Managing Director of Marketing and Sales at TSG Hoffenheim, Tim Jost, underlines the club’s strong commitment to SAP and the future of their joint venture.

“Two strong brands from the region are stepping into the future together. We are delighted to extend our intensive partnership with SAP for the long term.

“SAP’s commitment goes far beyond that of a main and shirt sponsor. SAP’s technical expertise is the basis for our role as an innovation leader. In addition, the extension shows once again that TSG have a loyal partner in SAP, who by agreeing to a long-term extension are sending a strong signal of trust in times of change,” he said via press release.

This renewal comes at a time when stability and strategic partnerships are more important than ever in football sponsorship, especially given evolving economic conditions and club ownership models.

A Broader Partnership Beyond Branding

SAP will continue as Hoffenheim’s official technology partner, providing data integration, analytics, and digital performance tools to support both sporting and business operations.

For Hoffenheim, the agreement extends beyond financial support — SAP’s involvement helps position the club as one of the Bundesliga’s most innovation-driven organisations, with projects spanning player tracking, injury prevention, and fan experience enhancements.

The partnership also reflects a strong regional connection, both SAP and Hoffenheim are based in Baden-Württemberg, fostering shared community values and a regional identity.

A Model of Stability and Regional Collaboration

This extension exemplifies a regionally grounded sponsorship with global impact. SAP, a multinational company with over 108,000 employees, remains a locally rooted partner in Walldorf, just 20 kilometres from Hoffenheim’s home base.

From a commercial standpoint, this ongoing alliance strengthens TSG Hoffenheim’s reputation as a long-term, values-aligned sponsorship platform for premium, tech-focused brands.

Everton’s new home to be called the Hill Dickinson Stadium

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Image credit: Everton Football Club

Everton Football Club has announced that its new stadium at Bramley-Moore Dock will be named the Hill Dickinson Stadium, following a major naming rights partnership with the Liverpool-based legal firm.

Hill Dickinson, which has its headquarters in the city and was founded in 1810 — 68 years before Everton was established — has secured the naming rights for the impressive waterfront venue.

While the length and financial terms of the deal haven’t been made public, Everton has described the partnership as “one of the largest stadium naming rights deals in Europe,” suggesting it could be worth approximately £10 million (around $20.7 million AUD) annually.

The deal marks a significant milestone in the club’s move to their new $1.65 billion AUD (£800 million) stadium, as they prepare to leave their historic home at Goodison Park at the end of the 2024-25 season.

The club confirmed the agreement with Hill Dickinson is a “long-term” arrangement.

The Hill Dickinson Stadium will boast a 52,888-seat capacity and is scheduled to officially open in August 2025, in time for the 2025-26 Premier League season.

Test events have already begun at the venue, including a youth match between Everton and Wigan’s under-18 sides — the first football fixture ever held at the new ground.

This naming rights deal not only solidifies the stadium’s identity ahead of its debut season but also reflects the club’s ongoing efforts to align with prominent, locally rooted partners as it enters a new era.

Hill Dickinson chief executive officer Craig Scott explained the importance of this naming rights deal for the club and the city of Liverpool.

“To put our name to Everton’s new stadium is a once-in-a-generation opportunity,” Scott said in a press release.

“We believe deeply in what this project stands for – a bold, transformational vision for Liverpool and its future.”

Everton Football Club are still yet to comment officially on the name change.

Whilst the new stadium name is incredibly unpopular amongst the fanbase, the Merseyside club have suffered two separate point deductions and multiple years of financial hardship on and off the pitch which had led to the club making a more financial decision.

As the club heads into next season safely in the Premier League, it has aspirations of using the additional revenue of this stadium and the naming rights deal to once again challenge for the European places, which hasn’t been done in almost a decade.

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