Real Madrid has announced a multi-year technology partnership with HP, as it becomes the first brand in the club’s history to appear on the kit’s sleeve.

The top-flight Spanish club revealed the new partnership with the technology company during a joint signing ceremony at Ciudad Real Madrid which was attended by representatives from both organisations, including Real Madrid President, Florentino Pérez, Real Madrid First team’s coach, Carlo Ancelotti, HP’s Antonio Lucio, and captains from the men’s and women’s football teams.

The collaboration will see Real Madrid’s players sport the brand on their kit sleeves, making HP the first brand to have its logo appear on the club’s kit’s sleeve its 121-year history.

Antonio Lucio, Chief Marketing and Corporate Affairs Officer at HP, commented: “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.”

In addition to its branding appearing on kits across the men’s, women’s and academy teams, HP will also become the club’s newest technology partner.

The deal aims to ‘accelerate the digital transformation of club spaces and elevate the Real Madrid fan experience’. This news comes after the Spanish club topped the Money League for the first time since the 2017/18 season with record revenues of €831m.

As part of the partnership, HP will look to improve the new Santiago Bernabeu complex and beyond, while also providing in-person experiences, gaming and club operations, similar to the club’s partnership with Adobe in 2021 that expanded its digital commerce ecosystem.

Both brands have said that they share a vision of empowering communities and advancing dignity and inclusion through sport and technology, with HP 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 agreement, the two organisations will also co-create programs that address societal issues such as closing the digital divide. 

Lucio added: “We are honoured 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.”

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