Real Madrid seeks favorable new sponsorship terms

Real Madrid continue to look for new ways to strengthen their financial power, despite already being among football’s wealthiest institutions. Club officials are actively working on strategies to grow income streams, with several important developments potentially taking shape in the near future.

Bernabéu plans on hold, commercial focus intensifies

One of the long-term objectives involves restarting large-scale music events at the Santiago Bernabéu, which would provide a significant boost to earnings. However, this project is currently delayed as the necessary authorisations have yet to be granted. While waiting for clarity on that front, the club has turned its attention to commercial agreements that could deliver immediate financial gains.

Emirates negotiations enter decisive phase

According to Diario AS, discussions are ongoing with Emirates over a renewed sponsorship arrangement. The airline has been displayed on Madrid’s shirts for more than ten years and remains their primary commercial partner. The existing deal expires at the end of the season and is worth between €70m and €80m annually, but the Spanish giants are aiming to raise that figure to close to €100m per year. Talks are progressing, with both sides seeking a fresh agreement.

Adidas extension also under consideration

In parallel, Real Madrid have also been in dialogue with Adidas regarding their role as kit supplier. Although there is no immediate pressure — the current contract runs until 2029 — the club hierarchy, led by Florentino Pérez, are pushing for improved terms compared to the present arrangement.

Madrid believe their global stature places them in a strong bargaining position. Should existing partners be unwilling to meet their expectations, alternative brands could emerge. For now, confidence remains high within the club that satisfactory outcomes can be achieved with both Emirates and Adidas.