This historic agreement has made HP the first-ever brand in the club’s history to have its logo featured on the Real Madrid uniform sleeve. The newly unveiled arrangement covers the men’s and women’s teams along with youth programs. The multi-year arrangement is reportedly valued at €70 million ($75.7 million) per season.
Antonio Lucio: “Two iconic global brands with a shared passion”
HP Chief Marketing and Corporate Affairs Officer explained: ” 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 honored 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.”
The announcement of the event was done at Real Madrid City, which was graced with the presence of the Real Madrid president, Florentino Pérez, and HP Chief Marketing and Corporate Affairs Officer, Antonio Lucio. The club manager, Carlo Ancelotti, men’s team captains, Nacho and Modric, and women’s team captains, Ivana Kenti Robles, were also present at the event. The Los Blancos will don the jersey featuring HP’s branding for the first time against Atletico de Madrid at the Santiago Bernabéu.
The primary motive of the pact is to speed up the digital transformation of Club spaces and enhance the Real Madrid fan experience.