Emirates and Real Madrid extend legacy partnership to 2031
Deal strengthens football and basketball collaboration across multiple competitions
DUBAI – Emirates and Real Madrid CF have announced the extension of their long-standing global partnership through to 2031, reinforcing one of the most prominent sponsorships in world football.
The renewal ensures Emirates will remain the Official Main Sponsor and Official Airline Partner of both the men’s and women’s teams for the next five seasons. It also extends a collaboration that began in 2011 and was elevated in 2013 when the airline first became the club’s official jersey sponsor.
The agreement now moves closer towards two decades of continuous association between the two global brands.
Partnership renewal
Under the extended agreement, Emirates branding will continue to feature prominently on match jerseys, training kits and official apparel across all major competitions, including La Liga, the UEFA Champions League, the Copa del Rey and the Spanish Super Cup. The renewal marks a historic milestone, becoming the longest-running jersey sponsorship in La Liga history, underscoring the depth and longevity of the relationship.
The partnership also covers Real Madrid’s basketball division, with Emirates confirmed as Official Main Sponsor through to 2031. This dual-sport alignment strengthens the airline’s visibility across both football and basketball platforms, extending its presence across multiple audiences and competitions globally.
Club President Florentino Pérez highlighted the continuity of the relationship, noting that both organisations have stood together through one of the most successful eras in the club’s modern history. The renewed agreement reflects shared values centred on performance, excellence and global reach.
Brand presence
Beyond matchday kits, Emirates will continue to enjoy extensive brand visibility at the Santiago Bernabéu Stadium, including in-stadium advertising, digital integrations and premium hospitality spaces. The Emirates Lounge, located within the stadium, will continue to offer exclusive matchday experiences for guests, trade partners and loyal customers.
Access to training facilities further deepens the partnership, allowing Emirates to engage more closely with players, staff and club operations. The agreement also extends to youth development programmes, supporting Real Madrid’s academy structure and grassroots initiatives designed to nurture future talent.
The airline’s branding will remain a familiar presence across matchday environments, reinforcing its association with one of the most widely followed football clubs in the world. The collaboration continues to position Emirates at the centre of global sporting visibility, particularly in European football.
Global reach
The partnership has also played a role in strengthening Emirates’ footprint in Spain, where the airline operates flights connecting Madrid and Barcelona with its global network via Dubai. Since launching services to Madrid in 2010, the airline has expanded its operations significantly, supporting both tourism and business connectivity.
Emirates has also utilised its aviation assets to amplify the partnership, including special aircraft liveries and A380 designs featuring Real Madrid players. A dedicated Boeing 777 has previously been used for charter operations, including transport services linked to the Spanish Super Cup, enhancing the visibility of the collaboration beyond stadium environments.
Joint fan engagement initiatives have also formed a key part of the relationship, including meet-and-greet sessions, matchday activations and exclusive competitions offering supporters unique access to players and behind-the-scenes experiences. These initiatives have been designed to strengthen emotional connections between fans and both brands.
Sporting portfolio
Emirates continues to maintain one of the most extensive sports sponsorship portfolios globally, with football partnerships including clubs such as FC Bayern Munich, Arsenal FC, AC Milan, SL Benfica and Olympique Lyonnais. The airline is also the title sponsor of the Emirates FA Cup and supports domestic competitions in multiple regions, including the UAE Pro League.
Beyond football, Emirates’ sponsorship strategy spans tennis, rugby, golf, sailing, cricket and motorsport, reflecting a broad investment in global sport. The airline has consistently used these partnerships to enhance brand visibility while connecting with diverse international audiences.
In 2025, Emirates introduced the Signature Series initiative, auctioning signed jerseys from top football clubs with proceeds directed to the Emirates Airline Foundation and partner charities. The initiative reflects the airline’s wider commitment to social impact through sport.
Emirates also continues to invest in fan-focused experiences, including stadium tours, ticket access and interactive player engagements, designed to bring supporters closer to the teams and events they follow.