Global clubs are always looking for new revenue streams that are a perfect match to their brand and values. Real Madrid unveiled an agreement with Versace. Football and high fashion: Yes it’s a perfect match!
In 2011, AC Milan extended their partneship with Dolce & Gabbana, positioning the AC Milan brand as a fashionable and high class brand. In 2012, Manchester City inked a deal with Hugo Boss and now the Merengues are partnering with Versace .
The players and staff at Real Madrid Club de Futbol will have a new formalwear wardrobe designed exclusively for them by Italian luxury brand Versace.
The agreement also includes the Real Madrid Castilla and Real Madrid Basketball (part of the wider sports club), alongside the football squad, who wore the designs for their trip to play Juventus in Turin, Italy, on Tuesday.
Are we experiencing a new trend in football, where global clubs position their brand on a more high fashion segment? Possibly. What is interesting is to notice that it’s a deal that benefit both brands. High fashion brands such as Hugo Boss or Versace understand that football clubs not only have a global reach but have a shared demographic.