Bhavya DasThis article contains information regarding the organisations enjoying a strong branding presence across LaLiga club Atlético de Madrid’s physical and digital assets as their sponsors and partners for the 2022-23 season.
Main Partners
WhaleFin
WhaleFin is a September 2020-founded cryptocurrency exchange platform owned by Amber Group and headquartered in Belgium.
Atlético Madrid signed WhaleFin as their main shirt sponsor in a five-year deal in May 2022. This deal makes the cryptocurrency platform a global partner of the club along with having its logo on the front of the club’s playing kit. The deal is reportedly worth around €42 million annually and is set to run until the end of the 2027-28 season.
Cívitas
Cívitas is a Badajoz-based Spanish real estate development company. Atlético Madrid announced a deal with Cívitas in July 2022, making the real estate company one of their Main Partners.
As part of the deal, Cívitas took the naming rights to Atleti’s home ground, the Estadio Metropolitano, formerly known as the Wanda Metropolitano. The deal is reportedly worth over €10 million per year.
Nike
Through a ten-year, €450m contract, Nike and Atlético Madrid are partners through the end of the 2025-26 season.
The two parties first joined forces in 2001. With their latest agreement, they hope to celebrate their silver jubilee at the end of this kit deal in 2026. Atléti will reportedly receive €45 million per year from Nike and an additional €5 million if they win LaLiga Santander, which they last did in the 2020-21 season.
Official Partners
Hyundai
South Korean multinational automotive manufacturer Hyundai entered the Spanish market with a long-term deal with Atlético Madrid in June 2018.
As per the deal, Atlético Madrid parks the Hyundai logo on the left sleeve of the playing kit of both their men’s and women’s teams. The agreement calls for Hyundai to give the teams a fleet of vehicles in exchange for matchday visibility via LED perimeter branding, as well as media and digital content rights.
Ria Money Transfer
Ria Money Transfer is a financial services company headquartered in California, the USA, and founded in 1987. Ria first came into agreement with Atlético Madrid in 2019 as the back-of-shirt sponsor of the club.
In February 2021, both sides signed the renewal of the deal, making the financial company the official global partner of the club and ensuring “Ria Money Transfer” be featured on the back of the playing shirt of the club until the 2023-24 season.
Capital Energy
Capital Energy is a Spanish company founded in 2002 that works towards the implementation of renewable energies and hence, sustainable development.
Atlético Madrid announced Capital Energy as their official renewable energy sponsor in July 2021. The three-year deal makes the Spanish renewable energy company the front-of-shirt sponsor of the club’s training kits.
Additionally, Capital Energy also has branding presence at the Cívitas Metropolitano during LaLiga and Copa del Rey matches as well as an exclusive fan zone at the stadium.
Mahou
Mahou San Miguel is a Madrid-based brewery founded in 1890. It has Atlético Madrid and as well as their city rivals Real Madrid added to its portfolio. The Atleti deal gives Mahou the right to have its beer served inside the Cívitas Metropolitano.
Caixa Bank
Caixa Bank is a global Spanish financial services corporation headquartered in Valencia. Atlético Madrid appointed Caixa Bank as their official bank in 2011. The two organisations renewed their deal and extended the long-term relationship to a further five-year deal in December 2017.
The new agreement involves sponsorship of Atléti’s women’s squad and gives the bank’s customers access to fan-related club activities, including guided tours of the Cívitas Metropolitano, obtaining Visa cards with Atleti designs, and receiving special offers.
Socios.com
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
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 eFootball (previously Pro Evolution Soccer), features an unlicensed version of the team, although the players remain licensed via other circumventing deals.
Coca-Cola
Coca-Cola, an American multinational beverage company founded in 1886, arrived in Spain in 1953. Coca-Cola acts as the official soft drink partner of Atlético Madrid and has a massive presence inside the Cívitas Metropolitano.
Acronis
Acronis is a Singapore-based cybersecurity company founded in 2003. In June 2020, Atleti announced Acronis as their official Cyber Protection partner. As per the deal, the cybersecurity firm helps the Spanish football club in the matters of cyber-crime protection, data loss and risk mitigation.
Movistar
Atlético Madrid also have Movistar as an official sponsor. Movistar is a Telefónica-owned Spanish telecom provider, founded in 1995.
Telefónica, Atleti’s official technology partner, collaborated with them to transform the Cívitas Metropolitano into the first stadium to use only digital IP technology. In February 2020, the club and Movistar Riders, a gaming organisation that is partially controlled by Telefónica, took part in the eLaLiga competition.
Philipp Plein
Atlético Madrid signed a deal in 2020 to suit up with German fashion chain Philipp Plein in a four-year partnership. Philipp Plein provides off-field clothing to the Spanish club’s squad as per the deal, which is set to run until the end of the 2022-23 season.
Rowe
Rowe is a German manufacturer of lubricants, founded in 1995. It struck a partnership with Atlético Madrid in November 2020 to become one of their Official Partners until the end of the 2023-24 season.
Sorare
Sorare announced a partnership with LaLiga in September 2021 to introduce non-fungible tokens (NFTs) for all of its players, creating new revenue streams for LaLiga clubs through a new class of licences. Sorare has the rights for all LaLiga clubs, including Atlético Madrid, in order to launch NFT for all club players.
Vito
Vito is a Portuguese manufacturer of equipment and various accessories for construction, hand tools, security and personal protection.
Atlético Madrid announced Vito as their official Tools partner in July 2022 on a two-year deal. Vito is responsible for supplying tools and equipment it specialises in to the Cívitas Metropolitano until the end of the 2023-24 season.
Regional Partners
AYX (Ai You Xi)
AYX (Ai You Xi) is an Asian sports data and entertainment company. Atlético Madrid announced in February 2021 the addition of AYX to their sponsorship portfolio, making it the Regional Partner of the club in Asia until June 2023.
Hero
Hero MotoCorp, an Indian manufacturer of motorcycles and scooters, joined Atlético Madrid as a Regional Partner in 2017 with an aim to strengthen the club’s relations with the Indian market.
Diego Simeone, manager of Atleti’s senior men’s team, was signed on by Hero as a brand ambassador in an effort to broaden brand awareness in the South American and Spanish markets as well.
Nibank
In February 2019, Atlético Madrid and Nibank, a financial services company with locations in the Dominican Republic and Antigua & Barbuda, signed a deal that made the bank the club’s Regional Partner in Central and South Americas.
In accordance with the agreement, the two parties work together to create payment cards and services that feature the Atleti brand.
Official Suppliers
Solán de Cabras
The official brewery partner of Atlético Madrid, Mahou San Miguel Group, has a subsidiary, Solán de Cabras, which is a natural spring water brand. It has served as the official water of Atlético Madrid since 2016.
Falken Tyre
Japan-based Falken Tyre was launched in 1983 and is owned by Sumitomo Rubber Industries. Atlético Madrid appointed Falken Tyre as an Official Supplier of the club at the start of the 2018-19 season.
According to the agreement, the tyre company enjoys normal sponsorship rights, hospitality, inclusion in the club’s sponsorship pool, marketing initiatives, branding exposure, and Cívitas Metropolitano visibility at all of the team’s home games in LaLiga and the Spanish Cup.
MARCA
Madrid-based MARCA has in place a historic deal with Atlético Madrid as one of their Official Suppliers, keeping fans up to date with the club’s latest news and happenings.
BH Fitness
BH Fitness is a technology-based group of software developers founded in 2011, which provides solutions to gym management. Atlético Madrid and BH Fitness joined hands in February 2021, the latter becoming an official supplier of the Cívitas Metropolitano until December 2022.
Halcón Viajes
Halcón Viajes, a travel agency founded in 1971, became Atlético Madrid’s official travel agency in 2016.
In addition to helping consumers book hotels and flights, Halcón also highlights numerous attractions and events to check out in major Spanish towns.
Clínica Universidad de Navarra
Clínica Universidad de Navarra (University Clinic of Navarra), a medical clinic founded in 1962, is also an Official Supplier of Atlético Madrid.
According to the agreement, the institution provides the club with its medical tools and services, including diagnosis, treatment, rehabilitation and medicals.
UNIR
In December 2020, the official university of Atlético Madrid was declared to be UNIR, a Spanish open university focused primarily on online education. The agreement calls for the two parties to collaborate on educational programmes and for the university to receive branding rights inside the Cívitas Metropolitano.
Dapper
A blockchain business focusing on video game development, Dapper Labs is headquartered in Vancouver. It has developed games such as Cryptokitties, NBA Top Shot and Cheeze Wizards.
Dapper announced a multi-year relationship with LaLiga in September 2021 in order to join the league as an official partner and roll out official football NFT collectable highlights.
According to the agreement, Dapper is able to showcase dynamic video-based moments featuring Atlético Madrid and other LaLiga clubs, including Real Madrid CF, FC Barcelona, Sevilla FC, Villarreal CF, Valencia CF, Real Betis, Athletic Club, Real Sociedad, RCD Mallorca, and many others. From June 2022, fans can access the new experience on the Flow blockchain.
