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.
Siara Costa is a football editor and writer covering both European men’s and women’s football, with a focus on league competitions, match coverage, and in-depth storytelling.
