Real Madrid has announced a sponsorship agreement with HP (Hewlett-Packard), which it described as “historic”, as it is the first brand in the white club’s 121-year history that will display its logo on the sleeve of the first team’s shirt. men’s and women’s soccer teams and also in the subsidiary teams.

Real Madrid and HP signed a global technological sponsorship agreement in an event held in the Madrid sports city in which, together with the president Florentino Pérez, were the coach Carlo Ancelotti and the captains Nacho Fernández and Luka Modric along with the captains Ivana and Kenti Oak trees.

HP becomes the first brand on the sleeve of a Real Madrid shirt, both in its first teams and in the youth categories, with a special premiere on Sunday in the Madrid derby at the Santiago Bernabéu against Atlético de Madrid.

The “alliance will accelerate the digital transformation of the different areas” of Real Madrid, according to the club, and “will elevate the fan experience at the Santiago Bernabéu.” Among the new features, they announce first-person activations, gaming, programming and business management, among others.

“HP and Real Madrid are two iconic global brands with a shared passion for delighting fans, enabling exceptional performance and generating a positive impact on communities,” said Antonio Lucio, global director of Marketing and Corporate Affairs of the brand.