Spanish football giants Real Madrid CF are reportedly close to finalizing a new long-term sponsorship agreement with airline giant Emirates, a move that would extend one of the most recognizable partnerships in world football until 2031. The expected renewal would solidify a relationship that has already lasted more than a decade and has become central to Real Madrid’s commercial strategy.
The partnership began in 2011 when Emirates first appeared as a sponsor of the club. Two years later, in 2013, the Dubai-based airline became Real Madrid’s main shirt sponsor, replacing Bwin on the front of the famous white jersey. Since then, the airline’s branding often featuring the slogan “Fly Better” has been closely associated with the club’s global image.
Extending the deal until 2031 would push the partnership close to two decades in length, highlighting both the stability and mutual commercial success that the two global brands have enjoyed.
Financial Power of the Sponsorship Agreement
Reports from major sports business outlets suggest that the renewed agreement could be worth between €70 million and €80 million per season. Such a figure would keep Real Madrid among the clubs with the most valuable shirt sponsorship deals in the football world.
This level of investment reflects the enormous marketing value associated with the club’s brand. Real Madrid consistently attracts global television audiences, competes at the highest level in European competitions, and boasts one of the largest fan bases in international sport.
For Emirates, the deal provides unparalleled global exposure. Every Real Madrid match whether in domestic competition or on the European stage offers a massive advertising platform, reinforcing the airline’s visibility in key markets across Europe, Asia, and the Americas.
Three Key Sponsors Featured on the Jersey
Real Madrid’s jersey is currently among the most commercially valuable in football, featuring three major global companies as sponsors. Each occupies a specific position on the club’s match kit, maximizing both visibility and commercial value.
The front of the shirt carries the logo of Emirates, while the kit itself is manufactured by German sportswear giant Adidas, which has produced the club’s kits for decades. In addition, technology company HP serves as the sleeve sponsor.
HP’s arrival as sleeve sponsor in 2024 marked the first time Real Madrid added a major commercial logo to the sleeve area of the jersey. The move represented another step in the club’s broader strategy to maximize revenue from its iconic kit.
Ambition to Generate €300 Million from Shirt Deals
Real Madrid’s commercial department has set an ambitious objective: generating more than €300 million annually through jersey-related sponsorship agreements alone. This figure combines revenue from the Emirates front-of-shirt sponsorship, the Adidas kit manufacturing contract, and the HP sleeve deal.
The Adidas partnership is itself one of the most lucrative in world sport, reportedly worth more than €120 million per season. When combined with the Emirates sponsorship and HP agreement, the club’s jersey partnerships create one of the most powerful commercial packages in football.
Such financial strength allows Real Madrid to compete with the wealthiest clubs globally while continuing to invest in elite players, infrastructure, and youth development.
Global Success Strengthening Commercial Appeal
Real Madrid’s ability to command enormous sponsorship deals is closely tied to its success on the pitch. The club holds the record for the most titles in the UEFA Champions League, making it one of the most decorated teams in the history of the sport.
This consistent success ensures that Real Madrid remains at the center of global football attention. Matches featuring the club regularly attract hundreds of millions of viewers worldwide, creating unparalleled marketing opportunities for sponsors.
The club’s global brand extends far beyond Europe, with massive followings across Asia, Africa, the Middle East, and the Americas. Sponsors therefore view partnerships with Real Madrid as a gateway to worldwide exposure.
Florentino Pérez’s Long-Term Commercial Vision
Under the leadership of club president Florentino Pérez, Real Madrid has pursued an aggressive commercial expansion strategy designed to strengthen its financial independence and global influence.
A key part of this strategy includes the modernization of the club’s iconic home ground, the Santiago Bernabéu Stadium, which has been transformed into a state-of-the-art venue capable of hosting major sporting and entertainment events throughout the year.
By securing long-term agreements with global corporations like Emirates, Adidas, and HP, Real Madrid continues to position itself not only as a football powerhouse but also as one of the most powerful commercial brands in world sport. The expected renewal of the Emirates sponsorship until 2031 represents another milestone in that ongoing strategy.
