MADRID: Real Madrid has agreed a record four-year deal that will see Emirates become its new shirt sponsor.

The sports daily Marca has reported that the deal will be officially signed on April 30 and will be worth a club record fee of between E24m and E26m per year.

The agreement will enhance Emirates’ relationship with Real, with the Dubai-based airline currently serving as a second tier partner of the club. Emirates agreed a five-season sponsorship agreement, reportedly worth E5m per year, in July 2011 to become a partner and official airline to the club.

The Primera Division champion’s deal with current shirt sponsor Bwin ends following the conclusion of the current season and is reported to be worth E23m per year. The betting company has served as Real’s shirt sponsor since July 2007 and Marca reports that it will continue its association with the club, but revert to a second-tier partner.

A new agreement with Real would further Emirates’ high-level commercial involvement in European football. The company in February agreed in principle to a five-year extension to its shirt sponsorship deal with Ligue 1 giant Paris Saint-Germain.

Emirates has used sports sponsorship, especially in football, as a key part of its commercial strategy. Arsenal in November agreed a five-year extension to its shirt sponsorship deal with Emirates worth £150 million, while the English Premier League club also sealed a seven-year extension to its stadium naming rights partnership with the airline.

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Monday, April 15, 2013

Real Madrid poised to seal Emirates shirt sponsorship 

Real Madrid has agreed a record four-year deal that will see Emirates become its new shirt sponsor, according to Marca.

 

The Spanish sports daily reports that the deal will be officially signed on April 30 and will be worth between Eur24-26 million per year…. read more

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