Relationship dates back to 2011 with Emirates becoming shirt sponsor in 2013 Deal also includes training kit and coaching apparel Partnership is longest running in LaLiga Real Madrid have extended their partnership with Emirates until 2031 for a reported €100 million (US$115 million) a year – a record for a European soccer sponsorship. Emirates will remain as the main shirt sponsor for Real Madrid’s men’s and women’s teams, with its branding also appearing on training and coaching kits.