Danish Kapoor
Danish Kapoor

HP and Real Madrid sign global technology sponsorship agreement

Real Madrid announced that it has signed a global technology sponsorship agreement with HP at a joint signing ceremony held in Ciudad Real Madrid. As part of the long-term agreement, HP will become the first brand in the club’s 121-year history to feature its logo on the sleeve of the Real Madrid jersey. The sponsorship covers men’s and women’s teams as well as youth programs.

In addition, HP will be the club’s newest technology partner. This collaboration aims to accelerate the digital transformation of club grounds and take the Real Madrid fan experience to a higher level, including games, club operations and face-to-face experiences as part of the new Santiago Bernabeu complex.

“HP and Real Madrid are two iconic global brands with a shared passion for delighting fans, delivering exceptional performance and making a positive impact on communities,” said Antonio Lucio, Director of Marketing and Corporate Affairs, HP. “We are honored to partner with Real Madrid.” and we see many exciting opportunities to leverage the power of HP’s technology and brand to create great new experiences for fans while strengthening the communities we share.”

Real Madrid will wear its jersey with the HP logo for the first time in the Madrid derby

Representatives from both organizations attended the signing ceremony, including Real Madrid President Florentino Pérez, HP’s Lucio, Real Madrid A team coach Carlo Ancelotti and the captains of the men’s and women’s football teams. Real Madrid players will wear their new sponsored jerseys for the first time in their match against Atlético Madrid on February 4.

Both brands share the vision of empowering communities, advancing dignity and inclusion through sports and technology. While HP tackles the digital divide through initiatives that accelerate digital equality for millions of people around the world, Real Madrid stands out as a club committed to creating a more inclusive sports community. Thanks to their new sponsorship, the two companies will jointly create programs that address social issues, including closing the digital divide.

Danish Kapoor