Advertising contracts are one of Florentino’s biggest assets to continue making history at the helm of the club. Endrick, 20 years old: “When I was a child, we didn’t have TV or Internet at home, my mother used to take the Bible to the park and sit and talk to God.”
Real Madrid is preparing for the 2026/2027 season with significant changes to its squad. Contrary to what might have seemed at the start of the World Cup, when the signings of Marc Cucurella, Bernardo Silva, and Ibrahima Konaté were secured—and later, Denzel Dumfries—and everything appeared to be settled for the future, the club’s management at the Santiago Bernabéu hasn’t ruled out further moves. One of these, Yan Diomande ‘s transfer , is already complete, while the next could be Rodri Hernández ‘s . Meanwhile, the club might offload some players to balance its books, which have been significantly improved by Florentino Pérez’s management, who has made sponsorship deals some of the most profitable in the world.
Advertising was a crucial aspect of Real Madrid’s ‘Galácticos’ era, which began to establish the current standards for the sector within football, and it remains so for the club 20 years later. This is especially true because the club is set to earn the most shirt revenue in La Liga next season, far surpassing Manchester City, which is second, and Barcelona, which is third, in the global ranking. Real Madrid will receive €260 million, while City will earn around €230 million . Barcelona, meanwhile, will earn €204 million from its contractual agreements with Nike, Spotify, and Midea Group Co Ltd, the Chinese multinational electronics company.
Real Madrid leads this sort of global ranking thanks to its agreements with Adidas , which already guarantees €120 million for next season; Emirates , which guarantees €70 million; and HP, which injects another €70 million . It’s worth remembering that the club recently renewed its commercial agreements with the first two, while the relationship with the American multinational information technology company began in 2024 with a three-year contract. The partnership with HP came about in the most surprising way possible, as the brand’s logo appears on the sleeves of the players’ shirts, a first in football.
Millions galore
Advertising is a crucial pillar of Real Madrid’s revenue generation, a club that has always cultivated strong relationships in this area. Added to this is the renewal of their agreement with Unicaja until 2030. This underscores the vital importance of the commercial aspect of football, now more than ever. In a globalized world where brand presence is so significant, with its undeniable global impact, Real Madrid strives to forge the best possible partnerships and enhance its visibility. There’s no better way to do so than by partnering with reliable, financially sound agents who contribute resources and a solid reputation. Millions are being invested to enable them to compete more effectively, both on and off the pitch.
