Real Madrid Club de Fútbol, also known as the Royal or Los Blancos, today announced during a joint signing ceremony in Ciudad Real Madrid, the training complex of the Madrilenians, a global technology
As part of this multi-year agreement, HP becomes the first brand in the club’s 121-year history to have its logo featured on the sleeve of the Real Madrid kit. The sponsorship includes men’s and women’s teams as well as youth teams.
In addition, HP will become the club’s newest technology partner. The partnership aims to accelerate the digital transformation of club spaces and enhance Real Madrid’s fan experience at the new Santiago Bernabeu complex and beyond, including personal experiences, gaming and club activities.
“HP and Real Madrid are two iconic global brands with a shared passion for delighting fans, enabling exceptional performance and making a positive impact on communities,” said HP Chief Marketing and Corporate Affairs Officer Antonio Lucio. “We are honored to partner with Real Madrid and see many exciting opportunities to leverage the power of HP’s technology and brand to create great new experiences for fans, while strengthening the communities we share.”
Representatives from both organizations were present at the ceremonial signing, including Real Madrid president Florentino Pérez, HP’s Lucio and captains of the women’s and men’s teams. Real Madrid players will see their new sponsor for the first time during the match against Atlético de Madrid on February 4.
Both brands also share a vision of strengthening communities and promoting dignity and inclusion through sports and technology. HP is tackling the digital divide with initiatives that accelerate digital equality for millions of people around the world, while Real Madrid is committed to a more inclusive sports community. Through their new sponsorship, the two companies will also create programs that address social issues, including closing the digital divide.
Photo credits: Real Madrid.