Real Madrid and HP announce historic sponsorship deal. The collaboration aims to accelerate the digital transformation of Club spaces and elevate the Real Madrid fan experience as part of the new Santiago Bernabeu complex and beyond, including in-person experiences, gaming and club operations.
by ToastedCupboard
1 comment
> Club president Florentino Pérez and HP’s Global Director of Marketing and Corporate Affairs, Antonio Lucio, signed the agreement to make HP the first brand to place their logo on the sleeve of the Real Madrid jersey.
> Real Madrid and HP have signed a global technology sponsorship agreement at an event held at Real Madrid City. As part of the collaboration, HP will be the first brand to have its logo appear on the Real Madrid uniform sleeve in the Club’s 121-year history. The sponsorship spans men’s and women’s teams as well as youth programs.
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According to AS, HP will pay Real Madrid 70M a year for being a sleeve and technological sponsor. They will have presence in the Santiago Bernabeu stadium with an e-sports complex, official store, museum guide and general club operations.
Its not just a sleeve sponsor but a global technological sponsor meaning that Madrid cannot go into agreement with any other similar sector company. (No Apple, Google, Microsoft, etc deals can be signed until this deal expires).
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About the deal:
Its an outrageous sponsorship deal. Incomprehensible even if Madrid is the biggest club in the world because the likes of Arsenal, Chelsea, Liverpool, Spurs make less from their main shirt sponsor let alone a sleeve one (10M).
Next biggest sleeve deal is Man City who makes 20M pounds so thats about 23M euros.. Real Madrid will make 70M a year, thats United, City, Liverpool, Chelsea and Arsenal’s deals all combined.
**Real Madrid’s sleeve sponsor will pay more money than any club’s main shirt sponsor in the entire world.** Here’s the list of **main shirt sponsors**: https://www.statista.com/statistics/1231537/football-club-shirt-sponsorship-deals/
However key thing to note is that HP’s partnership is not limited to just a sleeve exposure but a strategic partnership in all marketing departments of Real Madrid from stadium, e-sports, women’s football, youth football, museum, tourist guides, club operations, ticketing and more.
Real Madrid will generate anywhere between 250M – 300M from their main 3 sponsors alone:
1. Adidas: 120M + 30M bonuses
2. Fly Emirates: 70M + 15M bonuses
3. HP: Upto 70M
To this must be added other sponsors like BMW, VisitDubai, Nivea, Mahou, Caixa Bank, Adobe, Cisco, Zegna, Abbot and many more which bill on top of these main deals.