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Emirates Signs Record-Breaking Sponsorship Deal with Real Madrid

June 9, 2026

2 min read

Key Takeaways

Emirates and Real Madrid sign new shirt sponsorship agreement.
Deal estimated to be worth $125 million annually.
Partnership extends until 2031.
Emirates to remain official principal sponsor and airline partner.

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Strategic Implications

This deal may indicate Emirates' continued focus on sports marketing as a key strategy for brand promotion. The significant investment suggests a strong commitment to expanding its presence in the football arena, which could further strengthen its global brand recognition and appeal to a broader audience.

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What Happened

Dubai Carrier Expands Presence in Football with Lucrative Shirt Deal

Emirates and Real Madrid have announced a new shirt sponsorship agreement, reportedly the most lucrative in sporting history. The deal, valued at around $125 million annually, extends until 2031 and solidifies Emirates’ position as the official principal sponsor and airline partner of both the men’s and women’s teams. The partnership, which began in 2011, reflects the strong relationship between the two entities and demonstrates Emirates’ commitment to promoting its brand through sports marketing. The agreement was first reported by AeroTime.

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