Diego Simeone will be keen on mounting another challenge in LaLiga and UCL with the Colchoneros. We look at their sponsors for this season.
MAIN PARTNERS
Plus500 – Having previously enjoyed a back-of-shirt sponsorship with Atlético, Plus500 became the club’s official principal partner in June 2015, gaining front-of-shirt branding rights for the club’s matchday and training kits.
The initial deal between the two parties was extended in a three-year agreement in 2017 that would see the Israeli financial firm pay Atlético US$53m in sponsorship revenue between 2018 to 2021. The improved deal also meant Plus500 would get increased brand exposure at the club’s new home ground, the Wanda Metropolitano stadium.
Nike – After announcing that it had pulled out of negotiations with Manchester United over a possible extension of their partnership in 2014, US sportswear giant Nike announced a mammoth twelve-year extension of its kit partnership with Atlético de Madrid.
Having been long-time partners since 2001, the long-term extension would see Nike and Atlético work together for 25 years by 2026.
Last year, there were several reports in the Spanish media suggesting Nike could be replaced prematurely by Puma, who served as the club’s official kit supplier in the 80s and 90s. However, Atlético quickly moved to deny those rumours, with their partnership with Nike looking likely to complete the silver jubilee in six years’ time
Wanda – Dalian Wanda Group acquired a 20% stake in Atlético in 2015. The deal was reported to be around US$52.79 million. With this deal, Wanda became one of the major sponsors of the club and acquired the naming rights for the club’s new stadium which would open two years later.
In February 2018, the Chinese multinational conglomerate decided to sell its 17% stake in the club to Quantum Pacific Group for US$58.7 million. A statement from the club explained the decision to divest as part of the global strategy of Dalian Wanda Group.
Despite the divestment, Wanda remains a prominent partner of the Rojiblancos and retains the naming rights for the club’s home ground (Wanda Metropolitano).
OFFICIAL PARTNERS
Hyundai – South Korean automotive giant Hyundai was announced as Atlético’s global automotive partner and sleeve sponsor in a three-year deal in 2018. As per the agreement, Hyundai provides its range of cars to the club staff and in return gets branding rights at the Wanda Metropolitano, with its logo also appearing on the left sleeve of the club’s matchday kits.
Ria Money Transfer – California-based money remittances specialist Ria Money Transfer was announced as the club’s official money transfer partner in a four-year deal in 2019. As per the deal, Ria holds back-of-shirt sponsorship for Atlético’s matchday kits, and also collaborates with them over several fan engagement activities.
Versus – Spanish sports betting and online casino brand VERSUS was recently announced as a new official sponsor of Atlético de Madrid. As per the deal, VERSUS will receive branding rights across the Wanda Metropolitano and the club’s digital assets, with its logo appearing on the club’s matchday and training shorts.
Mahou – Madrid-based Spanish brewery Mahou San Miguel not only enjoys a historic partnership with Atlético de Madrid, but also with their eternal local rivals Real Madrid. Mahou’s sponsorship of the two Madrid juggernauts sees the brewery hold pouring rights at both Wanda Metropolitano and Estadio Santiago Bernabéu.
Caixa Bank – Valencia-based financial services company Caixa Bank is the official bank of Atlético de Madrid since 2011. The two last renewed their partnership in a five-year extension in 2017 which was reportedly worth 65% more than the previous contract. Caixa’s deal with the club allows its customers to engage in club-exclusive opportunities, like a guided tour of the recently opened Wanda Metropolitano stadium.
Socios.com – Blockchain-based fan engagement and rewards platform Socios.com became an official sponsor of Atlético de Madrid in 2019. As per the agreement, Socios.com facilitates innovative fan engagement activities on its platform which the Atlético fans can participate in by buying Fan Tokens (priced US$2.35 each). They’re rewarded for their participation with exclusive prizes, like matchday tickets, merchandise signed by the Atlético players, and meet-and-greet opportunities.
EA Sports – EA Sports serves as the official videogame partner of Atlético de Madrid via its football simulation game, FIFA. The deal sees EA hold exclusive rights to feature Atlético de Madrid’s licensing, that includes real-life likeness of players, kits and stadium, in its annual FIFA release. This also means FIFA’s main rival, Konami’s Pro Evolution Soccer, features an unlicensed version of the team, although the players remain licensed via other circumventing deals.
Coca-Cola – Established in Spain since 1953, American sports drink company Coca-Cola serves as the official soft drink partner for both Atlético de Madrid and their arch-rivals, Real Madrid.
Acronis – Earlier this year, Swiss global technology company Acronis was announced as the club’s official Cyber Protection Partner.As per the agreement, Acronis offers its services to the club’s digital operations, that include cyber protection, data loss and risk mitigation.
Movistar – Telefónica-owned Spanish telecom company Movistar is an official sponsor of Atlético de Madrid. As the club’s official Technology Partner, Telefónica has worked with Atlético to make Wanda Metropolitano the first 100% digital IP stadium. Earlier this year, in February, Atlético also participated in LaLiga’s esports tournament ‘eLaLiga’ partnered with Telefónica’s partially owned gaming organisation, Movistar Riders.
REGIONAL PARTNERS
Hero – The club’s ties with the Indian market strengthened by including Indian motorcycle and scooter manufacturer Hero MotoCorp as a regional partner in 2017, when Hero roped in Atlético’s manager, Diego Simeone, as a brand ambassador in an attempt to increase brand exposure in the South American market. The club was also an official partner of the then-ISL club Atlético de Kolkata at the time, before selling its stake in the Kolkata-based club few months later.
D3.com – Chinese online betting platform D3.com is a regional partner of Atlético de Madrid. The agreement helps the club increase its exposure in the Asian market. The deal grants D3.com image rights to use the club’s players in promotional adverts. The two parties also collaborate to create co-branded digital content.
Nibank – Atlético de Madrid signed a regional deal with Nibank – a financial services firm based in the Dominican Republic, Antigua and Barbuda – in 2018. With this deal, Atlético aim to increase their brand exposure in the Central and South American regions. As per the agreement, the two collaborate to develop payment cards and services using the Atlético brand.
OFFICIAL SUPPLIERS
Solán de Cabras – Madrid-based Mahou San Miguel Group-owned Solán de Cabras is a natural spring water. It is the official water of Atlético de Madrid.
Monbus – Monbus was announed as an official supplier of Atlético de Madrid in 2018 in a five-year deal. As per the agreement, Monbus provides the club with buses for their matchday outings.
Falken Tyres – Tyre manufacturing company Falken Tyres became an official sponsor of the club in 2018. The deal grants the Japanese-owned company branding rights at the Wanda Metropolitano during matchdays.
MARCA – Madrid-based newspaper MARCA is a long-time official supplier of Atlético de Madrid.
Halcón Viajes – Halcón Viajes serves as the club’s official travel agency. Halcón assists customers in flights and hotel booking, as well as showcasing various landmarks and activities to look out for across major Spanish cities.
Clinica Universidad de Navarra – Clínica Universidad de Navarra (The University Clinic of Navarra) is an official supplier of Atlético de Madrid. As per the agreement, the institution offers its medical equipment and services to the club that include diagnosis, treatment, rehab and medical.
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