HP become the club's technology partner, and the first brand in our 121-year history to display its logo on the Real Madrid shirt sleeve, both for the men's and women's first teams and academy sides.

The alliance aims to boost the digital transformation across the different departments of the club and will improve the experience for Real Madrid fans at the Santiago Bernabéu with events including in-person marketing, gaming, programming, business management and much more.

The two brands also share a vision of how to improve society and promote dignity and inclusion through the use of sport and technology. HP is currently working to close the digital gap with a series of initiatives that foster digital equality for millions of people around the world, while Real Madrid is committed to creating a more inclusive sporting community.