Linglong Tire will continue as Real Madrid’s Global Tire Partner during the 2026/27 season. The renewal extends a relationship established in 2024 and gives the tyre manufacturer continued access to matchday, digital and club-media assets. The agreement supports Linglong’s efforts to build recognition in Europe and other international tyre markets.
Under the renewed agreement, Linglong branding will appear on digital advertising boards at the Estadio Santiago Bernabéu.
The coverage applies to Real Madrid’s home fixtures in La Liga and the Copa del Rey. Linglong will also remain visible on partner boards inside the stadium and through Real Madrid’s official website.
The sponsorship package includes hospitality rights and advertising within the club’s digital and printed publications. It also provides television exposure through Real Madrid TV and integration across selected club-media activity.
Linglong will retain rights to use approved partnership logos in its own communications. This allows the company to connect retail, distributor and consumer campaigns with the Real Madrid relationship.
Real Madrid and Linglong first announced their global sponsorship agreement in September 2024. The relationship continued into the 2025/26 season, with similar stadium and media exposure included in the package.
Linglong said the latest continuation reflects the value it places on Real Madrid’s international reach and sporting profile. The company expects the association to support awareness among consumers, fans and commercial partners worldwide.
The renewal follows other sports partnerships involving the tyre manufacturer. These include Linglong’s agreement with the Chicago Bulls and football-related activations used at international tyre exhibitions.
The sponsorship sits alongside Linglong’s wider activity in the European tyre market.
The company has expanded its facilities in Hannover to support regional research, development and operational work. It has also introduced the Dura Master Van range for European light-commercial vehicle applications.
In practice, the Real Madrid agreement gives Linglong consumer-facing visibility alongside its product, distribution and development work.
Elite football sponsorship remains an established route for tyre manufacturers seeking recognition outside traditional trade channels. The scale of Real Madrid’s following gives Linglong a platform to support awareness across Europe and international markets.
For tyre dealers and distributors, the commercial value will depend on how Linglong connects this visibility with product availability, sales support and local activation. The sponsorship provides reach, but market impact will also require effective engagement throughout the supply chain.
Tagged with: Linglong Tire, Real Madrid sponsorship, tyre industry marketing, football sponsorship, European tyre market, tyre brand awareness, Santiago Bernabéu, tyre distribution, global tyre partnership, sports marketing
Disclaimer: This content may include forward-looking statements. Views expressed are not verified or endorsed by Tyre News Media.
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