By renewing adidas to 2034 and Emirates to 2031 within 48 hours, Real Madrid converts tenure into pricing power: AS puts Emirates’ new deal near €100 million a season, up from €70–80 million, with both agreements widened to women’s, basketball and youth teams: the full club portfolio.
Real Madrid has renewed its deals with two major sponsors.
The club has extended its longstanding deal with Adidas for eight years, to 2034.
The deal covers the Academy and Genuine teams, the Real Madrid women’s team and the Real Madrid Basketball team.
The terms are undisclosed, but the Spanish sports outlet AS expects the deal to be worth about €120 million per season.
The Adidas kit deal was first struck in 1980, had a “short break” and resumed in the 1998/99 season. Adidas’ CEO, Bjørn Gulden, calls it “one of the longest and most successful partnerships in sport.”
The club signed with Adidas on June 10. On the eve it signed with the airline Emirates, which will continue as Official Shirt Sponsor of Real Madrid Football and Basketball, youth teams included, for the next five seasons, through 2031. (Emirates in fact became Real Madrid Basketball’s Main Sponsor last September.)
Here again the terms are undisclosed. According to AS, however, the preceding deal was worth €70 to €80 million and the new one is worth close to €100 million.
The original Emirates deal dates to 2011, the jersey deal – and, according to Real Madrid, the main sponsorship – to 2013. Emirates and Real Madrid alike call it the longest-running jersey sponsorship in the history of LaLiga.
Jersey advertising aside, the deal provides Emirates with “visibility throughout Santiago Bernabéu Stadium,” access to the club’s training facilities and a room of its own at the stadium, the Emirates Lounge, where it can entertain its top customers and trade partners.
