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Real Madrid and HP Forge Historic Global Collaboration.

Roger Hampel


Real Madrid HP
Real Madrid HP

In a landmark move for sports and technology collaboration, Real Madrid and HP have unveiled a global technology sponsorship agreement, marking a historic partnership that intertwines two global giants. This innovative deal sees HP becoming the first brand ever to feature its logo on the sleeve of Real Madrid's jersey, a significant milestone in the club's storied 121-year history. This agreement covers not only the men's and women's teams but also extends to the youth programs, showcasing a deep commitment to fostering talent across all levels of the club.


The signing ceremony, held with pomp at Real Madrid City, was graced by Real Madrid's president, Florentino Pérez, and HP's Chief Marketing and Corporate Affairs Officer, Antonio Lucio. The event was also attended by notable figures such as Carlo Ancelotti, men's team captains Nacho and Modrić, and women's team captains Ivana and Kenti Robles, highlighting the importance of this partnership across the entire club.


This collaboration is poised to revolutionize the fan experience and digital transformation of club spaces, particularly with the ongoing redevelopment of the Santiago Bernabeu complex. The partnership goes beyond mere branding, focusing on enhancing in-person experiences, gaming, and club operations, thereby setting a new standard for how technology and sports can create unparalleled fan engagement.


HP's involvement with Real Madrid represents a synergy of two icons in their respective fields, united by a shared passion for excellence, innovation, and community impact. Antonio Lucio, speaking on the collaboration, emphasized the mutual commitment to delighting fans, enabling peak performance, and fostering positive community impact. "We are honored to partner with Real Madrid and are excited about the many opportunities to leverage HP’s technology and brand to create amazing new experiences for fans while empowering the communities we share," Lucio stated.


The significance of this partnership extends beyond the immediate visibility of HP’s logo on Real Madrid's jersey. It is a forward-thinking move designed to accelerate the digital transformation of one of the world's most beloved football clubs. The initiative aims to enhance every aspect of the club's operations, from the fan experience in the stadium to the broader global community of supporters, through innovative use of technology.


As Real Madrid players don the jersey with HP’s logo for the first time in their match against Atlético de Madrid on February 4 at the Santiago Bernabéu, it will symbolize the dawn of a new era. This partnership is not just about two organizations coming together but about setting a precedent for how technology can be harnessed to elevate the global sports experience.


In conclusion, the collaboration between Real Madrid and HP is a pioneering venture that promises to transform the landscape of sports sponsorships. By integrating HP's cutting-edge technology with Real Madrid's rich football heritage, this partnership is set to redefine what it means to be a fan, offering new dimensions of engagement and connectivity that resonate with the digital age. This historic collaboration underscores a shared vision for the future, where technology and sports converge to create a more connected, immersive, and empowering experience for fans worldwide.

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