Real Madrid and HP Forge a Game-Changing Global Technology Partnership

On February 2, 2024, Real Madrid and HP announced a landmark global technology sponsorship agreement at an event held at the club’s training ground, Real Madrid City. As part of the partnership, HP will be the first-ever brand to feature its logo on the uniform sleeve of Real Madrid players, marking a historic moment in the club’s 121-year history. The sponsorship covers both the men’s and women’s teams, as well as the youth programs, signifying HP’s commitment to supporting all levels of the club.

Real Madrid and HP announce historic sponsorship deal.#RealMadrid

— Real Madrid C.F. 🇬🇧🇺🇸 (@realmadriden) February 2, 2024

The ceremonial signing was attended by key figures including Real Madrid President Florentino Pérez, HP Chief Marketing and Corporate Affairs Officer Antonio Lucio, and several Real Madrid team captains. Players will debut the new sponsor’s logo during the February 4, 2024 match against Atlético de Madrid at the Santiago Bernabéu, making this a key milestone in the partnership.

HP to Drive Digital Transformation and Enhance Fan Engagement

The partnership is designed to accelerate the digital transformation of Real Madrid’s operations, focusing on enhancing fan experiences both in-person and digitally. As part of the collaboration, HP will be deeply involved in transforming the club’s facilities and operations at the new Santiago Bernabéu complex, providing cutting-edge technology solutions to elevate the club’s game-day experiences and internal processes. Additionally, HP will play a vital role in developing innovative gaming experiences and other digital initiatives that engage the club’s global fanbase.

Real Madrid Foundation and HP Join Forces for Social Impact

In a major extension of the partnership, on February 12, 2025, the Real Madrid Foundation and HP announced a strategic collaboration to promote digital skills and sports for underserved communities. This multi-year initiative will focus on using technology and sport as tools for empowerment, helping individuals from disconnected communities prepare for the future workforce.

HP’s support will be channeled into Real Madrid Foundation’s socio-sport programs in Spain and Indonesia. The collaboration will include HP’s contributions to the HP LIFE business skills platform, offering essential digital literacy and skills training to those who need it most.

Support for Local Communities: HP’s Role in Social Programs

The partnership will help fund two significant projects:

• Spain – Red Cross Madrid: HP will assist the Real Madrid Foundation’s sports-based program for homeless individuals at the Temporary Care Center (CAT) in San Blas, Madrid. HP’s technology will help provide digital literacy training and access to essential skills curriculum, benefiting those facing social exclusion and unemployment.
• Indonesia – Harapan Project: In Indonesia, HP will support the Real Madrid Foundation’s Social Sports School program in the Hu’u district of Sumbawa. This project helps young learners aged 9-17 develop essential health and life skills through sport. HP’s innovative PCs and educational content will empower these students with the tools they need to succeed, while promoting teamwork, respect, and personal development.

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