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.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.