Real Madrid tech-savvy sleeve statement



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Real Madrid partners with HP Image: HP

On February 2nd, the Real Madrid Football Club (Spain) announced a global technology sponsorship agreement with the global technology leader HP Inc. during a joint signing ceremony at the Ciudad Real Madrid (the training complex for the Spanish football club Real Madrid) in Valdebebas Park, outside of Madrid, Spain.

‘hp’ stated that as part of the multiyear deal, HP will be the first brand to have its logo appear on the Real Madrid uniform sleeve in the club’s 121-year history. The sponsorship spans men’s and women’s teams as well as the youth programs.

The Real Madrid CF, commonly referred to as Real Madrid, is a Spanish professional football club based in Madrid, Spain. The club competes in LaLiga, the top tier of Spanish football. Founded in 1902 as the Madrid Football Club, the club has traditionally worn a white home kit since its inception. The Real Madrid CF is a sport entity with 121 years of history.

It is the club with the most European Cups of both football (14) and basketball (11) and was awarded by FIFA as the Best Club of the 20th century. The Real Madrid has millions of fans in all corners of the world, with more than 534 million followers on social media, being the strongest football brand in the world, according to Brand Finance for the second year in a row and also the highest earning football club in the world in the 2022-2023 seasons (Football Money League by Deloitte).

The Santiago Bernabéu Stadium is a football stadium in Madrid, Spain. With a seating capacity of 85,000+, it has the second-largest seat capacity for football stadium in Spain. It has been the home stadium of Real Madrid since its completion in 1947.

Palo Alto (US)-based HP Inc. is a global technology leader and creator of solutions that enable people to bring their ideas to life and connect to the things that matter most. Operating in more than 170 countries, HP delivers a wide range of innovative and sustainable devices, services and subscriptions for personal computing, printing, 3D printing, hybrid work, gaming, and more.

The 2,500-capacity Ciudad Real Madrid Florentino Pérez is Real Madrid’s training complex located outside Madrid in Valdebebas near the Barajas airport. Also hosting the club’s youth academy, known conceptually as La Fábrica, the facility replaced the old 6,000-capacity Ciudad Deportiva, which was in use until 2003.

‘hp’ further stated that in addition, HP will become the club’s newest technology partner. The collaboration aims to accelerate the digital transformation of club spaces and elevate the Real Madrid fan experience as part of the new Santiago Bernabéu complex and beyond, including in-person experiences, gaming and club operations.

The Santiago Bernabéu Stadium is currently undergoing renovation that began in 2019. The renovation will add 3,000 seats, bringing the total capacity to 85,000. The stadium will also have a retractable roof and pitch, and the tour will be expanded. The renovation is expected to cost around €1 billion. The top-flight is aiming for an official inauguration between the end of May and early June.

Averred Antonio Lucio, HP Chief Marketing and Corporate Affairs Officer, “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 the 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 the fans while empowering the communities we share.”

Representatives from both the organizations joined the ceremonial signing, including the Real Madrid President, Florentino Pérez, the Real Madrid First teams Coach Carlo Ancelotti, HP’s Lucio, and captains from the men’s and women’s football teams.

Both brands also share a vision of empowering the 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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