Real Madrid in talks to push shirt sponsorship beyond €300 million

Real Madrid have always stood as one of football’s premium institutions, not only for their sporting success but for their historical legacy and influence on the sport.

As a result, they often attract the most lucrative sponsorships and stand tall above their contemporaries in terms of valuations and profits.

Currently, Los Blancos boast of the highest income through shirt sponsorships, and the current figure is expected to stand at the €260 million mark, ahead of the likes of Barcelona, Manchester City, and Manchester United.

Pushing it up another level

As relayed by Diario AS in a recent update, Real Madrid are looking to push up the valuation of their shirt sponsorship beyond the €300 million mark and are currently in negotiations to ensure the same.

The agreement closest to being agreed on is with Emirates, who have been associated with Real Madrid since 2011 but see their contract with the club ending in June. There is a desire to continue the collaboration for the long-term, albeit on better financial terms.

The current agreement sees the airline company pay Real Madrid close to €70 to €80 million a season as the sponsorship fee, but the ongoing negotiations are to bring it closer to the €100 million mark or even exceed it.

Adidas have long been associated with Real Madrid. (Photo credit should read CHRISTOF STACHE/AFP via Getty Images)

The second deal being negotiated is that with Adidas, although the negotiations are not as advanced on that front. After all, the current contract with the sporting giant runs until 2029 and there is no hurry to agree on terms.

Regardless, Real Madrid see massive opportunity to improve the sponsorship in the Adidas deal as well. While the exact figure of the current sponsorship is unknown, it is said to lie around the €120 million mark and the club insist they grow after the renewal.

All in all, the goal is to ensure that the valuation of the shirt sponsorship crosses the €300 million mark and thereby consolidate Real Madrid’s position as the leader on that front.