This article contains information regarding the organisations enjoying a strong branding presence across the physical and digital assets of the men’s and/or women‘s teams of Club Atlético de Madrid as their sponsors and partners for the 2024/25 season.
Atlético Madrid and Saudi Arabian airline Riyadh Air announced signing a partnership extension agreement in October 2024 to cover the naming rights of the club’s home ground, the Metropolitano stadium.
The naming rights agreement expands upon their existing sponsorship agreement. The airline became Atleri’s main sponsor in August 2023, and its deal is reportedly worth €40 million per season and set to run until the end of the 2026/27 season.
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. Atleti reportedly receive €45 million per year from Nike and an additional €5 million if they win LaLiga, 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, the club’s women’s football division, in March 2017.
The two parties last renewed their partnership agreement in 2023.
Also read: Real Madrid CF Sponsors 2024/25
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 used to park the Hyundai logo on the left sleeve of the playing kit of both their men’s and women’s teams before they signed a deal with Kraken. The agreement also 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 South Korean brand’s commitment to the club extends until the end of the 2024/25 season.
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, reportedly worth over €10 million per year, Cívitas took the naming rights to Atleti’s home ground, the Metropolitano, which thus used to be called the “Cívitas Metropolitano”.
Following Riyadh Air’s naming rights deal with Atléti in October 2024, Cívitas lost the Metropolitano naming rights but remains a club sponsor until at least the 2028/29 season.
Mahou San Miguel is a Madrid-based brewery founded in 1890. It has Club Atlético de Madrid as well as their city rivals, Real Madrid CF, added to its portfolio.
The Atleti deal gives Mahou the right to have its beer served inside the Metropolitano.
Caixa Bank is a Spanish financial services corporation headquartered in Valencia. Atlético Madrid appointed it as their official bank back in 2011. The two last renewed their partnership with a long-term agreement in 2022.
The current agreement entails sponsorship of Atleti’s men’s and women’s teams, with Caixa customers gaining access to fan-related club activities, including guided tours of the Metropolitano, obtaining Atleti-branded Visa cards, and other unique offers.
Atleti 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 and Atlético Madrid agreed to expand their partnership to further strengthen the Atleti Fan Token and make it available for more fans. This expanded partnership increases the catalogue of benefits Atleti Fan Token holders can enjoy and the number of rewards they can earn.
EA Sports serves as the official videogame partner of Atlético Madrid via its football simulation video game series, EA Sports FC (previously known as EA Sports FIFA).
The deal sees EA hold exclusive rights to feature the likeness of Atlético Madrid’s players, kits, and stadium, in its annual FC release. This also means FC‘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. It acts as the official soft drink partner of Atlético Madrid and has a massive presence inside the Metropolitano.
Atlético Madrid also have Movistar on board 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 Metropolitano into the first stadium to use only digital IP technology. In February 2020, the club and Movistar Riders, a gaming organisation 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 its players, creating new revenue streams for LaLiga clubs through a new class of licences.
Sorare thus has the rights for all LaLiga clubs, including Atlético Madrid, in order to launch NFT for all club players.
Kraken, a global cryptocurrency trading platform, signed an agreement with Atlético Madrid in July 2024 to become their official Crypto and Web3 partner.
Since the start of the 2024/25 season, the Kraken logo features on the sleeves of the playing kits of both the men’s and women’s Atleti first teams. Furthermore, Atleti and Kraken also run joint initiatives for supporters as well as projects related to digital innovation and community outreach.
In March 2023, Atlético Madrid and AVIS reached an agreement that made the vehicle leasing services provider the official sponsor of the club’s rental vehicles for three seasons.
With this agreement, AVIS offers, among other services, flexible and ecological transport solutions to Atleti both nationally and internationally.
In July 2024, Atlético Madrid and global tech leader LG Electronics joined forces.
This collaboration sees LG develop and install state-of-the-art LED technology at the Metropolitano for unique 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, thus becoming an official partner.
Turkish fashion company Damat Tween became the official fashion sponsor of Atlético Madrid for three seasons after signing a partnership agreement in July 2023.
As part of the deal, Damat Tween dresses Atléti’s men’s and women’s first teams for their 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 team’s playing kits.
In June 2023, the two parties signed a three-year extension deal, which entails their partnership running until 2026.
In May 2024, Atlético Madrid Femenino announced a multi-year partnership with Google Cloud Security with the joint aim of exploring ways to improve training, performance analysis, fan engagement, and the team’s overall cybersecurity infrastructure.
In accordance with the agreement, the two parties work on the following:
Atlético Madrid signed an initial three-year partnership agreement with Clínica Universidad de Navarra in July 2018, roping it in as their men’s first team’s official medical provider.
The deal has been renewed and expanded since, and Clínica Universidad de Navarra now also serves Atlético Madrid Femenino.
The club’s official brewery partner, 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, a private healthcare services provider in Madrid, came on board as an Official Supplier of Atlético Madrid ahead of the 2024/25 season.
Apart from branding rights, the partnership entails Vithas providing the club with medical equipment and assistance.
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