Spanish soccer giants Real Madrid have secured a regional sponsorship agreement with Peruvian beverage company AJE Group.
The deal makes AJE’s Volt product Real Madrid’s official energy drink in select countries in Latin America and Africa.
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These include Peru, Mexico, Ecuador, Bolivia, Colombia, Venezuela, Guatemala, Honduras, Nicaragua, El Salvador, Panama, Costa Rica, Egypt, Cameroon, and Nigeria.
Augusto Bauer, deputy chief executive of AJE Group, said: "This sponsorship deal with Real Madrid represents a significant milestone in the history of Grupo AJE and consolidates Volt's presence and leadership as one of the most important energy drinks in the world. We are very proud that Grupo AJE will be the first Peruvian company to sponsor Real Madrid."
Last week, the Spanish LaLiga champions secured their first-ever sleeve sponsorship deal, with computer hardware firm HP.
The sponsorship covers the men’s and women’s teams as well as youth programs and will see the men's team don two sponsors on its shirt for the first time in its 121-year history, with HP joining that of front-of-shirt sponsor Emirates, the Dubai-based airline.
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By GlobalDataIn terms of the Spanish champions' main sponsorship deals, they have a front-of-shirt tie-up in place with Fly Emirates, while their kit supplier is Adidas.
