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 Sampdoria unveils new stadium plans Sampdoria has become the latest Serie A club to present plans for a new stadium after detailing proposals for a 30,000-seat venue on the seafront of Genoa…. read more Serie A requests shakeup of lower leagues Lega Serie A will today request a major reform of the Italian league system by seeking changes that would allow its reserve teams to play in the country’s lower leagues…. read more Berlusconi reiterates family commitment to Milan AC Milan board member Barbara Berlusconi has maintained that her family has no interest in selling the Serie A giant…. read more Dortmund chief criticises role of Middle Eastern investors Borussia Dortmund chief executive Hans-Joachim Watzke has hit out at the role of major Middle Eastern investment in European clubs stating that the practice is unfair to those teams who attempt to operate on a prudent financial model…. read more Prefer your news online? Stopped receiving your usual copy? Click here! Time for clubs to think smart Navin Kekane, director of international operations at secondary ticketing company StubHub, explains the huge opportunity for smartphones to revolutionise the matchday experience…. Smartphone penetration with sports fans is increasing exponentially. However, to date, the industry has done a poor job keeping pace with changes in fan behaviour and the gap is widening. Left unchecked, this has serious implications on fan loyalty and, ultimately, revenue…. read more