The parties plan to launch advertising campaigns targeting fans who travel to attend the team’s home and away matches, as well as fixtures in international tournaments. The project will utilise the club’s digital platforms, stadium facilities, VIP packages and the Hotels.com loyalty programme.
The company has noted growing interest in trips to the Spanish capital. According to Hotels.com, in the 2026/27 season, the number of search queries for accommodation in Madrid increased by 30 per cent compared with the previous year.
Hotels.com is part of the Expedia Group and does not publish separate financial statements. At the end of 2025, the group’s total revenue reached $14.73 billion, an increase of 8 per cent. Net profit stood at $1.29 billion.
The company continues to expand its presence in the sports industry. Hotels.com has extended its partnership with Arsenal, which began in 2023. Previously, the service was Tottenham’s partner for fan accommodation during the 2018/19–2021/22 seasons. Its parent company, Expedia, is also the official travel partner of the UEFA Champions League and collaborates with the NBA in the travel sector.
Real Madrid: successful in both sport and business
For Real Madrid, the agreement with Hotels.com marks another step forward in the development of its commercial operations. The club has also recently announced partnerships with Iren, which will provide cloud computing solutions for artificial intelligence, and Uber Eats. In addition, a three-season agreement has been signed with the food delivery service. Sportfive, for its part, has secured the rights to sell VIP tickets.
Adidas, Emirates and HP remain among the club’s key commercial partners. Over the summer, the club renewed its agreements with Adidas and Emirates. Total revenue from these contracts is expected to exceed €220 million per year.
Real Madrid’s financial results also show steady growth. At the end of the 2025/26 season, the club’s revenue reached a record €1.221 billion — 3.1 per cent more than the previous year.
Net profit after tax stood at €26.3 million, an increase of 8 per cent. The club has now posted a profit for the 26th consecutive year: Real Madrid has not recorded a loss in any season since 2000.
Revenue from the operation of the Santiago Bernabéu rose by 11 per cent, whilst revenue from marketing activities increased by 6 per cent to €539 million. This accounted for around 44 per cent of the club’s operating revenue.
The budget for the 2026/27 season allocates €707 million for wages and the amortisation of transfer fees. Of this amount, €40 million has been allocated to the basketball division, with a further €8.5 million earmarked for the women’s football team. Expenditure on wages and transfer fees is expected to account for 57 per cent of core operating revenue and around half of total revenue.
Real Madrid’s forecast for the 2026/27 season anticipates revenue of €1.405 billion and a net profit of €14.2 million. Meanwhile, the club’s debt has fallen by 3 per cent to €1.4 billion. A significant portion of this amount relates to the renovation of the Santiago Bernabéu.
This story was translated with the assistance of artificial intelligence.
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