Following are the companies and organisations that serve as sponsors and brand partners to LaLiga club Atlético de Madrid and enjoy a strong branding presence across their physical and digital assets.
Having previously enjoyed a back-of-matchday-shirt sponsorship with Atleti, Plus500 became the club’s principal partner in June 2015, gaining front-of-shirt branding rights for the club’s matchday and training shirts.
The initial deal between the two parties was extended in January 2017, and then again in November 2017 in a three-year agreement that would see the UK-headquartered financial firm pay Atlético a reported €15m plus bonuses every season in sponsorship revenue between 2018 and 2021. The improved deal also meant Plus500 would get increased brand exposure at the club’s new home ground, the Wanda Metropolitano stadium.
In December 2020, the two further extended their partnership to also cover the 2021-22 season.
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 Madrid. Having been long-time partners since 2001, the long-term extension would see Nike and Atlético work together for 25 years by 2026.
In 2019, 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 five years’ time
Dalian Wanda Group acquired a 20% stake in Atlético in 2015. The deal was reported to be around €45 million. With this deal, Wanda became one of the major sponsors of the club and acquired the naming rights for their new stadium in December 2016 for reportedly €10m a year.
In February 2018, the Chinese multinational conglomerate decided to sell its 17% stake in the club to Quantum Pacific Group. 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).
South Korean automotive giant Hyundai was announced as Atlético’s global automotive partner and sleeve sponsor in a three-year deal in June 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 matchday shirts of the club’s men’s and women’s teams.
In June 2021, the two extended their partnership by one year to also cover the 2021-22 season.
California-based money remittances specialist Ria Money Transfer was announced as the club’s official money transfer partner in a four-year deal in November 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.
In February 2021, the two renewed their partnership for another year, which is now set to run until the end of the 2023-24 season.
The Pozuelo de Alarcón, Madrid-headquartered Spanish renewable energy company was announced as the club’s official renewable energy sponsor in July 2021 on a three-year deal. Capital Energy serves as the front-of-shirt sponsor for the training kits of the club’s senior and academy teams while also holding branding rights at the Wanda Metropolitano during Atleti’s domestic (LaLiga and Copa del Rey) home matches.
Madrid-based Spanish brewery Mahou San Miguel not only enjoys a historic partnership with Atlético 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 the Wanda Metropolitano and the Estadio Santiago Bernabéu.
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 December 2017 which was reportedly worth 65% more than the previous contract. The partnership also covers Atlético’s women’s team.
Caixa’s deal with the club allows its customers to engage in unique opportunities like guided tours to the Wanda Metropolitano, obtaining Atleti-themed Visa cards and exclusive discounts.
Atlético signed a multi-year deal with cryptocurrency-based fan engagement platform Socios.com, which is powered by Gzira, Malta-based blockchain fintech provider Chiliz, in September 2019 to launch their own Fan Token.
As per the agreement, Socios.com facilitates innovative fan engagement activities on its platform which the Atlético fans can participate in by buying Atleti’s Fan Tokens. These Fan Tokens are limited in number and can be bought, sold or won in an augmented reality in-game. The fans are rewarded for their participation with exclusive prizes, like matchday tickets, merchandise signed by the Atlético players, and meet-and-greet opportunities.
EA Sports serves as the official videogame partner of Atlético Madrid via its football simulation game, FIFA.
The deal sees EA hold exclusive rights to feature Atlético Madrid’s licensing, which 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.
The Madrid-based Spanish TV manufacturer was announced as an official sponsor of Atlético Madrid in September 2020 on a two-year deal.
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.
In June 2020, 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.
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.
In February 2020, Atlético also participated in LaLiga’s esports tournament ‘eLaLiga’ partnered with Telefónica’s partially owned gaming organisation, Movistar Riders.
The Lugano, Switzerland-headquartered German fashion label was announced as an Official Partner of the club in March 2020 in a deal currently set to run until the end of the 2022-23 season. Philipp Plein provides the Atleti players and staff with bespoke off-field formalwear.
The Worms-headquartered German lubricants manufacturer was announced as an Official Partner of the club in November 2020 in a deal currently set to run until the end of the 2023-24 season.
Sorare is a blockchain-based digital collectibles and fantasy football platform developed by Saint-Mandé, Paris-headquartered French company SORARE SAS.
In 2019, Atlético Madrid were one of the few clubs to partner with Sorare. In September 2021, LaLiga itself partnered with the platform, granting it license for clubs and players from the top two tiers of Spanish football.
Sorare aims to sign a licensing deal with every club from the top 20 football leagues in the world by 2022.
AYX, an Asian sports data and entertainment company, was announced as the club’s Official Regional Partner in Asia in February 2021 in a deal set to run until June 2023.
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.
Atlético de Madrid signed a regional deal with Nibank, a financial services firm based in the Dominican Republic and Antigua and Barbuda, in February 2019.
With this deal, Atlético aim to increase their brand exposure in the Central and South American regions. As per the agreement, the two parties collaborate to develop payment cards and services using the Atlético brand.
The Chinese online gambling software supplier was announced as Atlético’s “Official iGaming Supplier Partner for the Asian territory” in December 2020.
Madrid-based Mahou San Miguel Group-owned Solán de Cabras is a natural spring water brand. It serves as the official water of Atlético Madrid.
The Japanese tyre manufacturing company became an official sponsor of the club in August 2018.
The deal grants the Falken branding rights at the Wanda Metropolitano during matchdays.
Madrid-based newspaper MARCA is a long-time official supplier of Atlético de Madrid.
The fitness equipment manufacturer was announced as the club’s official supplier of gym machines and fitness equipment in February 2021 in a deal covering Atleti’s men’s, women’s and academy sides and set to run until December 2022.
Halcón Viajes serves as the club’s official travel agency since January 2016. Halcón assists customers in flights and hotel booking, as well as showcasing various landmarks and activities to look out for across major Spanish cities.
Clínica Universidad de Navarra (The University Clinic of Navarra) is also 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 medicals.
UNIR, a Spanish online-focused open university, was announced as the official University of Atlético de Madrid in December 2020. Apart from branding rights, the deal sees the two parties working together over educational projects.
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