HP has chosen to sponsor Real Madrid because of the alignment of values and global visibility the club offers. Real Madrid is not only one of the most successful and globally recognised football clubs in the world, but also shares with HP a commitment to excellence and innovation. This partnership will allow both brands to connect with a broad and diverse audience, promoting products and technologies that constantly strive for the cutting edge both on and off the pitch.

The letters HP on the sleeve of the Real Madrid shirt represent the brand of Hewlett-Packard, one of the world's leading technology companies. This logo not only symbolises the partnership between HP and Real Madrid, but also acts as a bond for common values.

The partnership between HP and Real Madrid includes several key aspects. First, HP becomes a technology provider to the club, offering advanced solutions that can include everything from computers, printers and servers, to specialised technology to improve the club's operations in both administration and sports training. This partnership also extends to participation in community and social responsibility events, where both entities can champion initiatives with social, educational or technological impact.