Spanish beer group Mahou San Miguel has renewed its second-tier sponsorship with LaLiga leaders Real Madrid.
The brewer has been a sponsor of the club for almost 15 years in support of its Mahou beer brand, which is known for its five-star logo.
San Miguel 0,0 – the non-alcoholic version of the group’s San Miguel brand – is the sponsor of Real Madrid Basketball.
Under the renewed deal, Mahou continues to get branding on LED boards at the Santiago Bernabéu and on post-match interview backdrops during domestic fixtures.
The latter rights are currently shared with the main shirt sponsor, airline Emirates, kit supplier adidas, telecommunications brand Movistar and personal care brand Nivea for Men.
Mahou also brands the club’s monthly ‘Mahou Five-Star Player’ award for the best player each month – an award that is voted for by Real Madrid fans. The rights extend to the award of a ‘Five-Star Player of the Season’ prize.
Florentino Pérez, president of Real Madrid, said that it was an honour to share successes with a centennial, Spanish and Madrid company – “a firm that is familiar, a leader in the beer sector and that helps carry the Spain brand in all corners of the world.”
Real Madrid’s other second-tier sponsors are car brand Audi, tyre brand Hankook, online trading platform Exness, video game maker EA Sports, fashion brand Hugo Boss and Palladium Hotel Group.
According to SportBusiness Soccer, sponsors in this tier pay between €2m ($2.2m) and €7.5m per year.