Real Madrid unveils global technology sponsorship deal With HP

Spanish club Real Madrid has joined hands with HP for a technology sponsorship.

As per the terms of the agreement, HP will be the first brand to have its logo featured on the jersey sleeve, in the club’s 121-year history. The sponsorship spans men’s and women’s teams as well as youth programs.

The collaboration aims to accelerate the digital transformation of club spaces and elevate the Real Madrid fan experience as part of the new Santiago Bernabeu complex and beyond, including in-person experiences, gaming and club operations.

Antonio Lucio,  Chief Marketing and Corporate Affairs Officer, said, "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. 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.”

Representatives from both organisations, including Real Madrid President Florentino Pérez, First Team coach Carlo Ancelotti, HP's Lucio, and captains from both the men's and women's football teams, participated in the ceremonial signing. The Real Madrid players are set to showcase their new sponsor for the first time in the match against Atlético de Madrid on February 4.

Both brands also share a vision of empowering communities and advancing dignity and inclusion through sport and technology. HP is tackling the digital divide through initiatives that accelerate digital equity for millions of people around the world, while Real Madrid is committed to creating a more inclusive community of sport. Through their new sponsorship, the two companies will also co-create programs that address societal issues, including closing the digital divide.

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