This 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 2024-25 season.
Atlético Madrid and Saudi Arabian airline Riyadh Air announced a partnership extension deal in October 2024 to cover the naming rights to the Spanish giants’ stadium.
The naming rights deal between Atletico and Riyadh Air expands upon their existing sponsorship agreement. The airline became the Spanish club’s main sponsor last August, the deal is reportedly worth €40 million (US$43.9 million) per season and the contract will run through the 2026/27 season, according to 2Playbook.
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.
Herbalife, an American multinational multi-level marketing (MLM) corporation that develops and sells dietary supplements, became the official partner of Atlético Madrid Femenino in March 2017. The two parties last renewed their partnership agreement in 2023.
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.
Hyundai and Atleti prolonged their sponsorship agreement for one more season in June 2024. As such, the Korean brand’s commitment to the club extends until the end of the 2024/2025 season, keeping them as sponsors of the men’s and women’s first team.
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.
However, following Riyadh Air’s deal with Atléti in October 2024, the outgoing Civitas will remain a sponsor of Atlético Madrid for at least the next five campaigns (through 2028-29) and will continue to collaborate with the club on activations.
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 is a global Spanish financial services corporation headquartered in Valencia. Atlético Madrid appointed Caixa Bank as their official bank in 2011. The two organisations last renewed their deal and extended the long-term relationship in 2022.
The new agreement involves sponsorship of both Atléti’s men’s and women’s squads 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.
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.
In May 2024, Chiliz, creators of the Socios.com Fan Token platform, and Atlético de Madrid agreed to expand their partnership to further strengthen the Atlético de Madrid Fan Token and make it available for more fans through a pioneering integration with the club’s digital ecosystem.
This expanded partnership increases the catalogue of benefits that Atlético de Madrid Fan Token holders can enjoy and also the number of rewards they can earn. Most importantly, it allows fans to access opportunities linked to holding Fan Tokens through the club’s official App.
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, 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.
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.
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.
Kraken, a global leader in cryptocurrency trading, signed an agreement with Atlético de Madrid in July 2024, which will see the company become the Club’s new official Crypto and Web3 partner.
Starting from the 2024/25 season, the logo of the Club’s new sponsor will appear on the sleeves of the playing kits for both our men’s and women’s first teams.
Furthermore, the two entities will run joint initiatives for supporters as well as projects related to digital innovation and community outreach.
In March 2023, Atlético de Madrid and AVIS reached an agreement whereby the leading brand in the rent-a-car sector became the official sponsor of the club’s rental vehicles for the next three seasons.
With this agreement, AVIS will offer, among other services, flexible and ecological transport solutions to the Red & White club both nationally and internationally.
In July 2024, Club Atlético de Madrid and the global technology leader, LG Electronics joined forces in a groundbreaking partnership. This collaboration sees LG develop and install state-of-the-art LED technology at the Estadio Metropolitano, transforming it into a world-class venue for audiovisual experiences.
Fotocasa, a subsidiary of Schibsted an e-commerce conglomerate in Europe, offers an online listing platform for residential properties in Spain. In March 2024, Fotocasa signed a partnership agreement with Atlético Madrid as the club’s official partner.
Turkish fashion company Damat Tween became the new official fashion sponsor of Atlético Madrid for the next three seasons after signing a partnership agreement in July 2023. As part of the deal, the company will dress Atléti’s men’s and women’s first teams on various trips.
Air conditioning systems maker Baxi Climatización announced signing a multi-year partnership agreement with Atlético Madrid Femenino in October 2020. As part of the deal, the brand’s logo featured on the club’s playing kits.
In June 2023, the two parties signed a new three-year extension deal until 2026.
In May 2024, Atlético de Madrid women team’s announced its multi-year partnership agreement with Google Cloud Security with the joint aim of exploring innovative ways to improve training, performance analysis, fan engagement, and the club’s overall cybersecurity posture.
Following the agreement, the two parties throughout this association aims to achieve the following:
Atlético de Madrid signed a multi-year partnership agreement with Clínica Universidad de Navarra in July 2018. As part of the three-year deal, they became the club’s first team’s official medical provider for the next three years.
Currently, Clínica Universidad de Navarra serves an one of the official partners of the Atlético Madrid Femenino side.
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.
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.
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.
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.
Vithas International Hospital, one of the leading private health services in Madrid, came on-board as an official supplier of Atlético Madrid ahead of the 2024/25 season. As part of the agreement, Vithas will provide the club with medical equipments as well as medical assistance through the length of this deal.
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