Football giant, Real Madrid are close to finalising a major commercial agreement that could generate around $325 million per season from shirt sponsorship alone, with Emirates, Adidas and HP forming the core of the club’s lucrative partnership portfolio.
According to AS, the Spanish club are nearing the completion of a renewal with airline partner Emirates, while existing agreements with HP and kit manufacturer Adidas are also under review as part of a long-term commercial strategy aimed at maintaining the club’s dominance in global football revenues.
Emirates, Adidas and HP have become closely linked with Real Madrid’s global identity. While the club has numerous commercial partners, these three brands remain the most visible, appearing on the club’s shirts, sleeves and training environments. Their presence has helped strengthen the club’s global brand and financial stability for more than a decade.
Real Madrid’s new commercial target is ambitious: generating approximately €300 million (about $325 million) per season from shirt sponsorship alone. According to reports, negotiations with Emirates are effectively complete, pending formal signatures, with both sides committed to continuing a partnership that has proven commercially successful.
The airline’s association with Real Madrid began in 2013 as the club’s main shirt sponsor, although the relationship dates back to 2011 when Emirates first entered a commercial agreement with the club. The partnership is now expected to run until 2031. Since June last year, Emirates has sponsored both the men’s and women’s teams, making it the longest-running commercial partnership in La Liga.
Adidas remains another central pillar of the club’s commercial strategy. The German sportswear manufacturer has supplied Real Madrid’s kits since 1998, in what is widely regarded as the most valuable apparel contract at club level in world football.
While the precise figures have never been officially confirmed, industry reports have suggested Adidas currently pays around €120 million, or roughly $130 million, per season. The existing deal is due to expire in two years, and negotiations are already underway to establish a new long-term agreement.
Real Madrid are also exploring the possibility of extending their partnership with technology company HP, whose logo currently appears on the club’s shirt sleeves. If renewed, the deal would further strengthen the club’s plan to push shirt sponsorship revenues beyond the €300 million annual mark.
The target would ensure Real Madrid retain their position as the most valuable shirt sponsorship property in world football.
At present, the club’s kit sponsorship is estimated to be worth around $282 million (€260 million), placing it ahead of Manchester United at $217 million (€200 million) and Barcelona at $199 million (€183 million). Manchester City follows with an estimated $186 million (€171 million), while Paris Saint-Germain’s deal is valued at approximately $185 million (€170 million), according to data from Blinkfire.
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