Emirates takes flight with Real Madrid

Emirates has further bolstered its position in the football shirt sponsorship market after finalising a five-year deal with Real Madrid.

The much-rumoured deal between the airline and the Spanish Primera Division giant was officially unveiled today at the club’s Santiago Bernabeu stadium in Madrid.

Betting firm Bwin has served as Real’s shirt sponsor since July 2007 and its current deal ends following the conclusion of the 2012-13 season. However, Real this week stated that it is keen to maintain its relationship with Bwin and said it is close to agreeing a deal that will make the company its official digital partner.

Real’s new partnership with Emirates will take effect from the 2013-14 season. Real president Florentino Perez said the deal represents “one of the most important agreements in the history of the club”.

Thursday’s announcement comes after Ligue 1 champion Paris Saint-Germain agreed a five-year extension to its shirt sponsorship partnership with Emirates earlier this month. The Dubai-based airline’s new agreement with the French capital club will run through to the end of the 2018-19 season.

Most recent

Match-choice restrictions placed by Spain’s LaLiga on the free-to-air package in its UK and Ireland rights tenders for the 2019-22 cycle may limit interest from broadcasters, according to industry experts spoken to by SportBusiness Media.

Pay-television broadcaster BT Sport took advantage of Sky’s long-running concerns over wrestling body WWE’s OTT service to grab WWE rights in the UK and Ireland from its rival at a steep discount, SportBusiness Media understands.

As TikTok has grown into one of the world's most popular social-media apps during the past year, the short-form video-sharing platform has become an important tool for sports rights-holders to expand and engage their fanbases. 

Turkish agency Saran has negotiated a price reduction for rights to the English Premier League for the 2019-22 cycle, SportBusiness Media understands, the first time it has achieved this since acquiring the property at the turn of the decade.