HomeNewsNewsBasketballSpain

Sanitas keeps finger on pulse at Real Madrid

Spanish health insurance firm Sanitas has renewed its regional partner deal with European champions Real Madrid.

As part of the deal, Sanitas will enjoy brand exposure in physical and digital advertising at the club, and will provide medical treatment and insurance to all Real Madrid first-team players and their families.

Sanitas will also be guaranteed increased brand visibility during preseason, when players and staff undergo mandatory medical examinations.

The deal, which also covers Real Madrid’s basketball professional team, will run for three seasons until the end of 2020-21, and is a Spain-only regional partnership.

Sanitas remains in the third tier of sponsors at Real Madrid, two rungs below principal partners Adidas and Fly Emirates, and one rung below global partners Audi, Hugo Boss and Nivea Men.

Last year, Real Madrid’s total sponsorship revenue climbed 16 percent to more than €297m, and this year it is expected to rise to over €305m.

In 2017, Real Madrid set a new world record for the most expensive kit supply deal, after inking a 10-year partnership with Adidas worth $1bn, or $100m season.

Most recent

1XBet spent big to oust BetVictor as Liverpool's exclusive betting partner, and MG Motor upgraded its China deal to global

When the IMG agency was acquired by WME and Silver Lake Partners in 2014, some industry experts thought its marketing services arm, IMG Consulting, would be sold off under new management

Several Premier League clubs have seen uplifts of 40 per cent or more in the value of their front-of-shirt rights going into the 2019-20 season, SportBusiness Sponsorship has learned.

Tyre company Continental opted to upgrade to a premium stage finish sponsorship package at this year’s Tour de France