The Real Madrid shirt exceeded the value of R$1 billion. This Thursday, the club closed a sponsorship agreement for the sleeve of the uniform with HP, a technology company from the United States. The deal will yield 70 million euros (around R$375 million) per year to Real, according to the newspaper “As”. The official announcement will take place on Friday, after the club releases a teaser video on social media (see below).
Real Madrid signs new sponsorship for the shirt
In this way, the total value of Real Madrid shirt sponsorships reaches 250 million euros (around R$1.3 billion) per year. In addition to HP, Real Madrid has Fly Emirates as a master sponsor, in addition to an agreement with Adidas as a sports supplier.
How much Real Madrid receives for the shirt per year
- Fly Emirates (master): 70 million euros (R$375 million)
- HP (sleeve): 70 million euros (R$375 million)
- Adidas (supplier): 117 million euros (R$ 630 million)
Strategy to stay competitive
This is the first time in history that Real Madrid will have two sponsors on the shirt. Until then, the club only displayed a company brand on the front of the uniform, in the master space. According to “As”, this change is a way to remain financially competitive with other clubs.
The expectation is that the value of the Real Madrid shirt will increase in the coming years. The contract with Fly Emirates ends in 2026, and the club hopes to increase the amount it receives in a possible renewal.
– Real Madrid is one of the biggest teams in the world, this is due to its achievements on the pitch and a very well implemented brand strategy off it – points out Fábio Wolff, managing partner of Wolff Sports and specialist in sports marketing.
– Barcelona, Real Madrid’s arch-rival and which had no sponsors for decades, surrendered to offers and financial demands to remain competitive at the level their fans demanded. What Real Madrid fans demand from the club is at a higher level, in which competition with the main English clubs and the Qataris in Paris forces the Spanish to seek additional revenue – exemplifies Thiago Freitas, COO of Roc Nation Sports in Brazil .