Real Madrid prepare 2026 extensions with Emirates and Adidas, targeting €300m shirt sponsorship

Emirates began their partnership with Real Madrid in 2011 as a global sponsor and became the club’s main shirt sponsor in 2013. In 2022, the two parties reportedly agreed an extension through 2026. With just six months remaining on the current deal, negotiations are now under way to secure a new agreement.

Reported first by AS, Emirates are expected to remain Real Madrid’s main sponsor, with the “Emirates” logo continuing to appear on the front of the shirt. The new deal is reportedly set to increase from the current €70–80 million per season to a figure approaching or even exceeding €100 million per season.

In addition, Real Madrid are also pushing to extend their partnership with Adidas. In 2019, the club signed a €1.1 billion agreement with the German sportswear brand, covering sponsorship until the end of 2028. However, AS has reported that both parties have already begun discussions this year over a new renewal.

Adidas first partnered with Real Madrid between 1980 and 1986 before returning in 1998. Since then, the company has remained the club’s exclusive kit supplier. The current contract is reported to be worth around €120 million per season.

Not only Real Madrid, Adidas are now sponsoring for many big names in Europe like Man United, Bayern Munich, Arsenal, Liverpool. They’re also working with national teams Germany, Argentina, Spain, and also very huge football star like Messi, Bellingham, Salah.

Real Madrid remain one of the strongest clubs globally in terms of shirt sales. According to Euroméricas Sport Marketing, the club generated a total of €300 million from jersey sales in 2025 alone, the highest figure in world football, ahead of Barcelona, Paris Saint-Germain and Bayern Munich.

Most football t-shirts sold in 2025, according to Euroméricas Sport Marketing:

Real Madrid - 3,133,000.

Barcelona - 2,940,000.

Paris Saint-Germain - 2,546,000.

Bayern Munich - 2,377,000.

Inter Miami - 2,166,000.

Boca Juniors - 1,933,000.

Manchester United -1,855,000.

Flamengo - 1,677,000.