Real Madrid in a deal with BenQ

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The Primera Liga club agreed a new shirt sponsorship deal with Taiwanese mobile phone company - BenQ Mobile, which will take effect from the start of next season and run until 2010. "We are very pleased with our new principal sponsor BenQ Mobile," Real marketing director Jose Angel Sanchez told the club website. "They are an ambitious, creative company. The close links BenQ have in the Asian markets will allow us to develop our activities in this zone."

According to media reports, the deal is worth around EU 100m over five years.

BenQ, a Taiwanese company, is a leading player in the mobile phone market and earlier this year agreed to take over the mobile phone unit of Germany's Siemens, the current sponsors of the Primera Liga club.

BenQ president Clemens Joos said the deal was a natural development for the company. "This sponsorship deal is a logical progression from BenQ's involvement in the 2004 European Championships in Portugal and Siemens's other football related sponsorship deals," said Joos. "More than almost any other club, Real stands for professionalism, quality, teamwork and entertainment. These are the same qualities that help set our mobile phones apart from the rest."

Real will carry the logos of both BenQ and Siemens on their shirts.