Real Madrid have extended their partnership with Emirates until 2031 for a reported €100 million (US$115 million) a year – a record for a European soccer sponsorship.
Emirates will remain as the main shirt sponsor for Real Madrid’s men’s and women’s teams, with its branding also appearing on training and coaching kits.
The partnership extends to the LaLiga giant’s youth teams, and the airline will also receive greater visibility at the club’s Santiago Bernabeu stadium. Emirates will also be the main sponsor of Real Madrid’s basketball division.
Emirates first signed up as a partner in 2011 and became the club’s main shirt sponsor in 2013, taking over from bookmaker Bwin. The extension ensures the relationship, which is already the longest running in the Spanish top-flight, reaches its 20-year anniversary.
It represents a significant uplift on the reported €70 million (U$81 million) annual value of Emirates’ current deal and, even accounting for the additional inventory included in the deal, is the most lucrative of any team on the continent.
“This agreement is a partnership that reflects the very special relationship we have built over the years.,” said Florentino Pérez, who has just been re-elected as Real Madrid president. “We have been and continue to be together during one of the most successful periods in our history.”
“Emirates has a long history of supporting football, connecting with millions of people, and bringing communities together through our shared passion for the sport,” added Boutros Boutros, executive vice president of corporate communications, marketing and brand at Emirates. “What we’ve built alongside Real Madrid is a shining example of that commitment: placing fans at the heart of the game, giving them access to unforgettable moments, and inspiring the next generation of supporters and players.”
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