As Emirates prepared to expand its presence in Spain, with new routes launching between Dubai and major Spanish cities, the opportunity emerged to connect one of the world’s fastest-growing international airlines with one of football’s most iconic clubs.

Having conducted a strategic review of the entire Spanish sports ecosystem, we quickly identified Real Madrid as a property with the scale, profile and international relevance to create value in the Spanish market and beyond. We opened discussions with the club and helped bring the two organisations together, shaping the opportunity and leading negotiations around what would become a landmark global partnership.

 

The relationship was secured in 2011, initially establishing Emirates as a global partner of Real Madrid. From the outset, however, the potential extended far beyond a conventional sponsorship. With both organisations sharing significant international ambitions, the partnership quickly grew in strategic importance and, in 2013, Emirates became Real Madrid’s principal partner and front-of-shirt sponsor.

The results

  • 15 years of continuous partnership.

  • The longest-running shirt sponsorship in LaLiga history.

  • One of the most significant global sports sponsorship platforms.

Fifteen years on, the partnership has developed into one of the most valuable and enduring in global sport. Over time, it has expanded substantially in value, scope and international reach, giving Real Madrid a long-term global partner with ambitions and audiences aligned to its own, while providing Emirates with an association at the very highest level of world football.

 

Emirates became Real Madrid’s shirt sponsor in 2013, and in 2026 the two organisations extended their agreement until 2031. The extension will take the relationship to two decades and further establish it as the longest-running shirt sponsorship in LaLiga history.

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