LONDON: European champions Real Madrid have confirmed the most lucrative shirt sponsorship deal in 2022-2023 with Emirates, with a reported €70 million on the table.

Madrid, beaten 3-1 by Barcelona in the Spanish Super Cup at the weekend, contest the FIFA Club World Cup next month.

Freddie Smith, ceo of analyst FindMyCasino, said: “Real Madrid and Emirates have been dealing since 2013.

“The renewed sponsorship allows Emirates to connect with fans and promote its brand on a global scale. It also shows the potential that Emirates sees in Real Madrid and its players, who remain some of the most recognizable worldwide.

“This big money deal reaffirms the strength of football sponsorship globally, particularly with larger brands such as Emirates. This kind of partnership enables clubs to gain additional revenue, develop their brand and attract the best players to their club.”

The partnership between Real Madrid and Emirates is a strategic one. The club has a global fan base, while Emirates is an international airline with a significant presence in many regions.