Real Madrid Football Club announced a sponsorship agreement with HP, which it deemed "historic," marking the first time in the 121-year history of the club that its logo will adorn the sleeves of the jerseys of the men's and women's first teams as well as the reserve teams.

Real Madrid and HP signed a global technological sponsorship agreement at an event held at the Madrid sports city, attended by President Florentino Pérez, coach Carlo Ancelotti, and captains Nacho Fernández and Luka Modric, along with captains Ivana and Kenti Robles.

HP becomes the first brand to appear on the sleeves of a Real Madrid shirt, for both the first teams and the youth categories, with a special debut set for Sunday in the Madrid derby at the Santiago Bernabéu against Atlético Madrid.

The agreement will bring a substantial amount to the club. As reported by the newspaper AS, Real Madrid will receive €70 million from this sponsorship.

The "alliance will accelerate the digital transformation of various areas" of Real Madrid, as stated by the club, and "enhance the fan experience at the Santiago Bernabéu." Among the new features announced are 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 making a positive impact on communities," said Antonio Lucio, global marketing director of the brand.