Real Madrid and NBAD agree three-year deal

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  • Banking on future success: (From left to right) Karim Benzema, Gareth Bale, Alex Thursby, Florentino Perez, Abdulla Bin Khalaf Al Otaiba, Toni Kroos and Dani Carvajal.

    Florentino Perez has stated that the bond between Real Madrid and the UAE is growing “stronger and stronger” after the National Bank of Abu Dhabi (NBAD) were announced as the Champions League holder’s official banking partner in the emirates.

    NBAD will be the only bank outside Spain bearing Real Madrid-branded credit and debit cards and the agreement will give customers the chance to win trips to see matches, attend training sessions and meet Real Madrid players.

    Club president Perez, vice president Emilio Butragueno and first-team stars Gareth Bale, Karim Benzema, Toni Kroos and Dani Carvajal were in attendance as the three-year partnership was confirmed on Friday at the Santiago Bernabeu.

    Perez said: “I know that every single match that our team plays is experienced there and the bond between our club and the UAE is stronger and stronger.

    “This club belongs to all Real Madrid fans, what we do this as part of a vocation and we want to carry on being the best club in the world. Real Madrid today forms a strategic alliance with one of the most prestigious institutions in the world.

    “In the coming three seasons we will share a single passion, emotion and challenges and a set of values and common goals. We cannot forget we have a huge responsibility to preserve the dreams of our millions and millions and followers.

    “Real Madrid will now be able to win the hearts of the Emirati citizens because we will be closer to them.”

    Real Madrid are arguably the most well-supported club in the UAE and NBAD Group Chief Executive Alex Thursby revealed His Highness General Sheikh Mohammed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the UAE Armed Forces is a passionate fan of the 10-time European champions.

    “We picked this partnership very carefully,” said Thursby. “We share much in common with Real Madrid. Both NBAD and Real Madrid are premier brands, heritage is the foundation for both organisations and, both NBAD and Real Madrid have a history of commitment to excellence.

    "As such we are confident our partnership will support NBAD’s continued commitment to deliver the best products in the market.”

    Madrid signed a five-year shirt sponsorship deal with Dubai-based carrier Emirates Airline in May 2013 and have a growing influence in the region.

    But Madrid officials have categorically denied reports the NBAD partnership extends into the financing of the Real Madrid Resort Island, reported earlier this week.

    On Monday, Spanish daily El Confidencial claimed NBAD will provide the Spanish giants with $1 billion of funding to bring an ambitious theme park and leisure resort to Abu Dhabi after plans outlined in March 2012 to build the facility in Ras Al Khaimah never got off the ground due to a lack of finance.

    This long-term agreement with two UAE-based companies does increase the possibility of one bidding for the naming rights to the Santiago Bernabeu, with Perez in January revealing the 67-year-old stadium will take the name of an unnamed sponsor to help fund the €400m (Dh1.9bn) redevelopment of the arena. Coca-Cola and Microsoft are two companies already believed to be in discussions with the Spanish giants. 

    In the immediate future, NBAD are also working with Real Madrid to develop further co-branded products, create joint merchandise and collaborate on future programmes and events. These will be announced shortly.

    “Partnering with Real Madrid is a tremendous honour for NBAD. We believe this will further strengthen both our position as a world class institution as well as build on our commitment towards customer’s preferences and lifestyle needs,” added Abdulla Bin Khalaf Al Otaiba, Senior Managing Director of Retail & Commercial.

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