Real Madrid recently secured long term renewals with its two biggest commercial partners. Emirates extended its shirt sponsorship through 2031 at €100 million per year, while Adidas renewed as kit supplier through 2034 in a deal worth €120 million annually. Alongside HP’s sleeve partnership, signed in February 2024 and worth approximately €70 million across 3.5 years, or around €20 million per year, the club now generates roughly €240 million every season from the jersey alone.
This figure is the highest jersey sponsorship income in global football.
Beyond the jersey sit 33 additional partners across global and regional categories. The portfolio includes a Chinese tyre manufacturer and the world’s largest luxury house, a Guatemalan bank and a French mineral water brand, two Chinese sports betting platforms, a robot vacuum cleaner brand, and a global pharmaceutical firm. These companies operate in different industries, serve different customers, and come from different parts of the world, yet all chose to invest in the same club. This raises an interesting question: what is it about Real Madrid that makes the club valuable to such a wide range of brands?
365247 Sports explores what makes Real Madrid one of the most sought after sponsorship properties in world sport and maps the club’s sponsorship portfolio deal by deal, partner by partner.