Real Madrid and HP signed a global technology sponsorship agreement during an event at Real Madrid City. As part of the agreement, 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 encompasses men’s and women’s teams as well as youth initiatives.
Real Madrid's president, Florentino Pérez, and HP's Chief Marketing and Corporate Affairs Officer, Antonio Lucio, attended the ceremonial signing at Real Madrid City. Carlo Ancelotti, men's team leaders Nacho and Modrić, and women's team captains Ivana and Kenti Robles were all present. Real Madrid players will wear their new sponsor for the first time during the February 4 encounter against Atlético de Madrid at the Santiago Bernabeu.
The collaboration intends to expedite the digital transformation of club venues and improve the Real Madrid fan experience in the new Santiago Bernabeu complex and beyond, including in-person encounters, gaming, and club operations.
Antonio Lucio: "Two iconic global brands with a shared passion"
HP's Chief Marketing and Corporate Affairs Officer explained: "HP and Real Madrid are two famous worldwide brands with a shared commitment for satisfying fans, enabling great performance, and positively impacting communities. We are thrilled to collaborate with Real Madrid and see several potential to leverage the strength of HP's technology and brand to create incredible new experiences for fans while also empowering the communities we share."