Real Madrid President Florentino Pérez is on the verge of securing a historic contract renewal with Emirates Airline, a deal that will push the club’s total jersey sponsorship value beyond the unprecedented €300 million mark.
According to José Félix Díaz of Marca, the advanced negotiations with the Dubai-based airline are set to yield over €100 million (R$ 620 million) per season. This marks a significant increase from the current agreement, which provides approximately €80 million annually to the Merengue coffers.
The Quest for Global Dominance
Pérez’s strategy is clear: transform Real Madrid’s iconic white kit into the most valuable piece of real estate in sports history. To achieve the €300 million-per-season goal, the club is working on three fronts:
- Emirates Renewal: Securing the front-of-shirt sponsorship for over €100m.
- Adidas Renegotiation: Although the current deal with the German giant runs until 2029, initial talks have already begun to reflect the club’s record-breaking jersey sales in 2025.
- Secondary Sponsors: Expansion of sleeve and training kit deals (like HP).
2025: A Record Year for Merchandise
The financial push is backed by a historic performance in the retail market. In 2025, Real Madrid officially became the world leader in jersey sales, leaving rivals far behind:
Top 5 Jersey Sellers (2025):
- Real Madrid (Global Leader)
- Barcelona
- Paris Saint-Germain
- Bayern Munich
- Inter Miami (followed by Boca Juniors, Manchester United, and Flamengo).
Post-Super Cup Strategy: Stability Over Spending
Despite the recent heartbreak in the Spanish Super Cup final against Barcelona, Florentino Pérez and the board have decided to maintain their long-term vision.
According to Diario AS, Xabi Alonso has the full backing of the club and will not be dismissed. Furthermore, Real Madrid will not panic-buy in the January window, choosing instead to rely on the current squad to challenge for La Liga, the Copa del Rey (facing Albacete next), and the Champions League.
