Real Madrid agree deal for HP to become first-ever sleeve sponsor

Spanish soccer giants Real Madrid have secured a landmark multi-year partnership with HP that will see the US technology giant become the LaLiga club’s first sleeve sponsor.


  • Deal covers men’s, women’s and youth teams
  • Spanish reports claim the agreement is worth €70 million per year (US$76.2 million), but The Athletic says this figure has been denied by sources close to the deal
  • Real’s existing agreements with sportswear giant Adidas and the Fly Emirates airline are worth a combined €190 million (US$206 million) per year
  • HP technology, including devices enabled by artificial intelligence (AI), will be deployed by Real to elevate the fan experience and support operations
  • Agreement also sees HP and Real Madrid commit to jointly developing community and youth programmes to accelerate digital equity worldwide


HP is a top-tier brand that has a select number of premium partnerships in sports. By coming on board with Real Madrid it affirms the club’s position as one of the elite brands in soccer and justifies the decision to hold out for a deal on bumper terms.

An annual fee of €70 million would far surpass any comparable deal in the sport and is therefore unlikely to be accurate. Real’s great rivals Barcelona are said to earn €30 million per year from their deal with consumer technology brand Phillips, which is higher than any such agreement in the Premier League.


HP chief marketing and corporate affairs officer Antonio Lucio said: “We are honoured to partner with Real Madrid and see many exciting opportunities to harness the power of HP’s technology and brand to create amazing new experiences for fans while empowering the communities we share.”

Coming next:

New kits featuring the HP branding will be unveiled during the Spanish capital derby clash against Atletico Madrid on 4th February.

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