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Real Madrid hand Kin Partners sponsorship sales brief

London-based firm to act as club's lead agency for selected partnership opportunities.

5 May 2021 Sam Carp
  • SportsPro understands deal covers several of Real Madrid’s top-tier global sponsorship assets
  • It is understood Kin’s immediate priority is sourcing a training kit sponsor

Spanish soccer giants Real Madrid have appointed London-based agency Kin Partners to handle their commercial sales for selected partnership opportunities.

It is understood that a competitive tender process saw Kin fend off competition from major US agencies to secure the sales brief, which will see the company act as the lead agency for the reigning La Liga champions on selected upcoming partnership projects.

SportsPro understands that Kin will be leading the search for partners across several of Real Madrid’s top-tier global sponsorship assets and that the immediate priority is to secure a sponsor for the team’s training kit.

Real Madrid’s training top currently sports the logo of the Emirates airline, whose main sponsorship deal with the club, worth a reported €70 million (US$84.1 million) a year, is set to expire at the end of next season. The team’s other major sponsors include Adidas, Audi, Nivea Men and Mahou, among others.

“Real Madrid aspires to work with the very best individuals and organisations in its constant search for excellence, both on and off the pitch,” said Alex Wicks, Real Madrid’s global head of partnerships.

“With hundreds of millions of fans worldwide, including a young and diverse supporter base, we deliver an exclusive brand marketing platform. Kin Partners’ proven track-record of working with the biggest global names and brands in sport will help us further realise our top potential.”

Established in 2013, Kin has also secured endorsement deals for the likes of David Beckham, Usain Bolt and Neymar Jr. in 2019, the company was appointed by Major League Soccer’s (MLS) Inter Miami as the club’s exclusive sponsorship sales representation agency.

Commenting on the deal with Real Madrid, Kin founder and chief executive Simon Oliveira added: “Real Madrid’s sustained success, both on and off the pitch, is what makes the club the most valuable brand in football. The global opportunity Los Blancos present to partners is unrivalled in the world of sport and entertainment.”

On the pitch, Real Madrid are second in La Liga, two points behind rivals Atletico with four games to play. They travel to Chelsea for the second leg of their Uefa Champions League semi-final on 5th May before returning to domestic action at home to Sevilla on Sunday.

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