Real Madrid recognises Kin Partners’ ‘top potential’ in sponsorship move

Real Madrid has chosen the London-based Kin Partners to serve as the LaLiga club’s commercial sales partner, beating a number of major US agencies to the position in a global tender process.

Through the agreement, the group will serve as the lead agency on upcoming, select partnership projects across global top-tier assets, although the firm’s first priority has been designated as the training kit rights, according to SportsPro.

Kin Founder and Chief Executive, Simon Oliveira, explained: “Real Madrid’s sustained success, both on and off the pitch, is what makes the club the most valuable brand in football. The global opportunity Los Blancos present to partners is unrivalled in the world of sport and entertainment.”

The Spanish giants boast one of the most valuable sponsorship portfolios, with Real Madrid’s €70 million per season deal with primary shirt sponsorship Emirates due to expire at the end of next season.

In addition, the club also pockets €135 million annually until 2027/28 from its contract with Adidas. Other sponsors include Audi, Nivea Men, Mahou, EA Sports and Hugo Boss.

“Real Madrid aspires to work with the very best individuals and organisations in its constant search for excellence, both on and off the pitch,” said Alex Wicks, Real Madrid’s Global Head of Partnerships, on the deal.

“With hundreds of millions of fans worldwide, including a young and diverse supporter base, we deliver an exclusive brand marketing platform. Kin Partners’ proven track-record of working with the biggest global names and brands in sport will help us further realise our top potential.”

Since its establishment in 2013, Kin has worked alongside some of the world’s biggest athletes, collaborating on endorsement deals with David Beckham, Usain Bolt and Neymar Jr. The firm was also hired by Major League Soccer (MLS) franchise Inter Miami in 2019 as the North American club’s exclusive sponsorship sales representation agency.

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