July 30 – Champions League holders Real Madrid have announced a new partnership with Orange which will see the operator become the club’s official national telecommunications partner in a three-year deal.
Orange replaces Spanish firm Telefonica as the team’s telecommunications partner as part of a deal covering both the Men’s and Women’s teams until 2027.
Through the agreement, Orange will receive image and hospitality rights, and have brand visibility inside the Santiago Bernabeu stadium, with a presence both on traditional media as well as in the new spaces in the renovated venue. The crown jewel of these spaces is the 360º LED halo that adorns the upper area of the new-look Santiago Bernabéu, which is set to feature the Orange logo for the first time.
Both organisations have also committed to collaborate in marketing and advertising activities via the club’s different communication channels, as well as engaging with fans through campaigns on social networks.
The value of the deal was undisclosed.
MasOrange’s chief operating officer, Germán López, said: “This partnership is between two leading brands, who share the same attitude and conviction about the potential for technology to enhance the future football experience. MasOrange’s aim is to be a leader in customer satisfaction and football is a social connection around which many of today’s relationships and conversations are built, making it a fundamental activity and a key content for us to generate valuable experiences for our customers”.
The announcement of the partnership coincides with the release of Real Madrid’s bright orange away strip for the coming season, though no official link has been made to the telecommunications deal with Orange.
The kit, which has gathered a positive reaction from fans, will make its debut on the club’s pre-season tour of the USA, which kicks off on Thursday.
In a star-studded line-up of fixtures, Los Blancos will face AC Milan, FC Barcelona and Chelsea as they journey across the country, before meeting Europa League champions Atalanta in the UEFA Super Cup on August 14 in Warsaw, Poland.
Contact the writer of this story, Harry Ewing, at moc.l1731636413labto1731636413ofdlr1731636413owedi1731636413sni@g1731636413niwe.1731636413yrrah1731636413