Emirates, Adidas, and HP have become inseparable from Real Madrid’s global identity. They’re not the club’s only partners, but they’re certainly the most visible — brands instantly associated with the Spanish giants. All three have built worldwide recognition not only through their own reputations, but also by appearing on the chest, sleeves, and sidelines of one of the most powerful clubs in world soccer. Their support has been a cornerstone of Real Madrid’s financial stability for decades.
The club is now close to finalizing a new deal with Emirates, as previously reported, while its agreement with HP runs for one more season and talks are already underway. The same is true for Adidas. All of this fits into a long‑term strategic plan designed to keep Real Madrid at the top of the global soccer market.
A $325 million target
Looking ahead, Real Madrid’s goal is ambitious: to generate roughly €300 million (about $325 million) per season just from jersey sponsorship, with the potential to exceed that figure depending on on‑field success. The club and Emirates are fully aligned — the deal is essentially done, pending signatures. From the start, both sides have been committed to continuing a partnership that benefits them mutually.
Emirates is one of the most recognizable sponsorships in world soccer, and especially in connection with Real Madrid. Their partnership began in 2013 and is now set to run through 2031. In fact, the relationship dates back even further — to 2011 — when the airline first entered into a commercial agreement with the club. Since last June, Emirates has sponsored both the men’s and women’s teams. It is the longest‑running commercial partnership in LaLiga.
Adidas, another pillar of the project
As noted, Real Madrid’s target is for the jersey alone to generate €300 million per season. The renewed Emirates deal is the foundation, but the ongoing negotiations with Adidas are just as crucial. The German brand has been Real Madrid’s kit supplier since 1998, in what is widely considered the most valuable club‑level apparel contract in world soccer.
Although the exact figures have never been officially disclosed, industry reports have long suggested that Adidas pays around €120 million ($130 million) per season for the partnership. The current deal expires in two years, and both sides want to continue — talks are already underway to define a new long‑term framework.
HP and the final push toward the goal
Add to that the possibility of extending the agreement with HP, and Real Madrid’s strategic plan becomes increasingly realistic. Reaching €300 million per season from the jersey alone is no longer a dream — it’s within striking distance.
That figure would keep Real Madrid at the top of the global ranking for jersey value.
Right now, Real Madrid’s kit is valued at $282 million (€260 million), ahead of Manchester United: $217 million (€200 million) and Barcelona: $199 million (€183 million). According to Blinkfire data, Manchester City follows at $186 million (€171 million), with PSG at $185 million (€170 million).
Real Madrid’s white shirt isn’t just iconic — it’s the most valuable in world soccer, and the club is positioning it to stay that way for years to come.
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