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Real Madrid continues to dominate headlines even as the World Cup approaches, and the Spanish giants are now preparing to announce yet another landmark development.

Despite enduring a season without silverware, the drama at Real Madrid shows no signs of slowing down—regardless of the World Cup. With Jose Mourinho returning to the dugout, Florentino Perez firmly seated as president, and Ibrahima Konate expected to join on a free transfer, the club remains at the centre of global football attention. Adding to the buzz, rumours have emerged of an official €150 million bid for Julian Alvarez, although some reports suggest that the amount might actually be targeted towards Bayern Munich’s Michael Olise.

After weeks of speculation, club president Florentino Perez delivered another major announcement on Wednesday. Real Madrid has renewed its historic partnership with sportswear giant adidas, extending the agreement until at least 2034. As reported by AS, the new deal will earn the club an astonishing €120 million annually.

In an official statement, Perez called it “the most important deal in the history of football.” The club explained that the agreement would help sustain what it considers one of its “most remarkable” periods in the past three decades. adidas CEO Björn Gulden praised the collaboration, highlighting it as “one of the longest and most successful partnerships in sport,” adding that he was “extremely proud” to continue being part of Real Madrid’s journey.

Additionally, Real Madrid recently renewed its sponsorship agreement with Emirates until 2031, further strengthening its financial portfolio. The updated contract will increase annual sponsorship revenue from €70–80 million to €100 million, with Emirates also taking on the role of main sponsor for the club’s basketball team.