Real Madrid have announced a lucrative new sponsorship deal with telecommunications company Telefónica, worth a reported €15 million a season. Telefónica are one of the biggest telecoms providers in the world, based in Madrid, and are the parent company of brands including O2 and Movistar. The agreement is on an initial 2-year basis, and according to El País there is an option for the deal to be extended.

The agreement comes into effect immediately and sees the telecoms company become the club’s official “connecting partner“. The partnership will primarily be technological and commercial, but los Blancos already have a shirt sponsorship deal with Fly Emirates and so Telefónica’s logo will not be prominently displayed on the club’s shirts.

As part of the deal, players from Real Madrid’s football and basketball teams will take part in promotions for Movistar, and the club will allow their branding to be used on Telefónica products and services, while Telefónica will provide WiFi in the Santiago Bernabéu stadium and create a new Real Madrid app.

Real Madrid-Telefónica presentation (Photo: Marca)
Real Madrid-Telefónica presentation (Photo: Marca)

“Telefónica and Real Madrid have sealed an important deal today that is founded on faith and loyalty. Telefónica, one of the most prestigious companies worldwide, will be a great ally and technological partner,” club president Florentino Pérez explained. “Together we will be stronger as we conquer the future. This deal looks to strengthen our ambitions for today and tomorrow. Millions of our club’s fans will be connected with the day-to-day workings of the club and the players”

Telefónica’s president, José María Álvarez-Pallete added: ” Knowing the emotions that connect our clients with Real Madrid, our clients will have the opportunity to get match tickets and gain access to the football clinics and training sessions with the technical staff as well as sharing a pitch with the players. I am certain that in the next few months we will connect Real Madrid with all of their fans.”

Curiously, Telefónica already have an advertising agreement in place with Barcelona. However their agreement with Real Madrid’s fiercest rivals only extends to promoting their brand in Latin America.