Real Madrid CF: HP (IT) becomes the club's first ever sleeve sponsor (2023-2027)

HP Inc, an American computer hardware manufacturer, has become a major partner and sleeve sponsor of Real Madrid CF (LALIGA EA Sports) for three and a half seasons (2023-2027), announced the club on 02/02/2024. The American company is the first to occupy this sponsorship space in the Madrid club's history.

As part of the agreement, the two parties will also work to "accelerate the digital transformation of club spaces and elevate the Real Madrid fan experience as part of the new Santiago Bernabeu (Madrid, ESP) complex and beyond, including in-person experiences, gaming and club operations," explained the 2024 Supercopa de España winners, which generated €329.8m in commercial revenue in 2022-23.

The deal, which covers the Spanish club's men's, women's (Liga F) and youth teams, is valued at €70m per season, according to specialised media reports published on the same day. This sum would equal that paid by Emirates, Real's main shirt sponsor for the 2013-2026 cycle (€70m per season, extended on 22/09/2022) and would mean that Real Madrid earn the most from kit sponsors among the clubs…