Real Madrid and HP Announce Historic Global Collaboration
Club president Florentino Pérez and HP Chief Marketing and Corporate Affairs Officer, Antonio Lucio, signed the agreement to make HP the first brand to place their logo on the sleeve of the Real Madrid jersey.
Real Madrid and HP have signed a global technology sponsorship agreement at an event held at Real Madrid City. As part of the collaboration, 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 spans men’s and women’s teams as well as youth programs.
Real Madrid president, Florentino Pérez, and HP Chief Marketing and Corporate Affairs Officer, Antonio Lucio, joined the ceremonial signing at Real Madrid City. Carlo Ancelotti, men's team captains Nacho and Modrić, and women's team captains Ivana and Kenti Robles were also in attendance. Real Madrid players will sport their new sponsor for the first time during the February 4 match against Atlético de Madrid at the Santiago Bernabéu
The collaboration aims to accelerate the digital transformation of Club spaces and elevate the Real Madrid fan experience as part of the new Santiago Bernabeu complex and beyond, including in-person experiences, gaming and club operations.
Antonio Lucio: “Two iconic global brands with a shared passion"
HP Chief Marketing and Corporate Affairs Officer explained: " 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. We are honored 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.”