Here, we look at 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 2025/26 season.
In October 2024, Atlético Madrid and Saudi Arabian airline Riyadh Air extended and expanded their partnership to also include a naming rights component for the club’s home ground, the Estadio Metropolitano.
Riyadh Air’s previous shirt-sponsorship agreement with the club, reportedly worth €40 million per season, is set to run through the 2026/27 season, while the stadium naming rights agreement is set to run until 2033, due to which the stadium is officially called the “Riyadh Air Metropolitano”.
Nike and Atleti first joined forces in 2001. Their previous agreement, set to run until the end of the 2025/26 season, was reportedly worth around €10 million per year.
In April 2025, Atlético Madrid renewed their agreement with Nike, retaining the American sporting goods giant as their official kit supplier until 2035. According to Marca, this agreement is worth more than three times the previous one.
Herbalife, an American multinational multi-level marketing corporation that develops and sells dietary supplements, became the official partner of Atlético Madrid Femenino, the Atleti women’s team, in March 2017. The two parties last renewed their partnership agreement in 2023.
Kraken, a global cryptocurrency trader, signed a partnership agreement with Atlético Madrid in July 2024, thus becoming their Official Crypto and Web3 Partner.
The partnership, having kicked off at the start of the 2024/25 season, also makes Kraken the Official Sleeve Partner of the club, with its logo featuring on the matchday shirt sleeves of both the men’s and women’s Atleti outfits. Joint initiatives focusing on supporters, as well as projects related to digital innovation and community outreach, are also part of the agreement.
In April 2025, Atlético Madrid and the Rwanda Development Board announced a partnership, which made Visit Rwanda a premium partner of the club until June 30, 2028.
As part of the sponsorship agreement, the Visit Rwanda branding is to appear on the front of the Atleti men’s and women’s first teams’ training and warm-up shirts, as well as on the back of the two teams’ matchday shirts. Branding rights at the Metropolitano, as well as across official Atleti digital platforms, are also part of the agreement, as are collaborative promotional campaigns.
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 featured the Hyundai logo on the left sleeve of the playing shirts of both their men’s and women’s teams, before Kraken took up that role.
In June 2025, Hyundai and Atleti signed a renewed agreement for two more seasons.
The current agreement, running until the end of the 2026/27 season and designating Hyundai as the official Mobility Partner of the club, entails the automaker supplying “a fleet of 100% electric and hybrid vehicles” to the players and the coaching and operational staff of the Atleti men’s and women’s first teams. Hyundai also enjoys visibility at key spaces at the Metropolitano, including the electric vehicle charging points. The Hyundai logo features on the two teams’ training kits, while joint initiatives featuring the Atlético Madrid academy, as well as school visits aimed at promoting sustainable mobility, are also part of the agreement.
Cívitas, a Badajoz-based Spanish real estate development company, teamed up with Atlético Madrid in July 2022, coming on board as a Main Partner.
As part of the deal, Cívitas initially claimed the naming rights to the Metropolitano in a deal reportedly worth over €10 million per year. However, following Riyadh Air’s deal with Atleti in October 2024, Cívitas dropped the Metropolitano naming rights but is to remain an official partner of the club until the end of the 2028/29 season and work with the Colchoneros on a series of activations.
Mahou San Miguel is a Madrid-based brewery founded in 1890. It has Atlético Madrid as well as their city rivals, Real Madrid, added to its sports portfolio.
In March 2025, Atleti and Mahou San Miguel agreed to extend their alliance until 2035, renewing the sponsorship agreement that the beverage and services company maintains through its brands Mahou Cinco Estrellas and Solán de Cabras.
Additionally, the Spanish beer company is also the first official sponsor of the Ciudad del Deporte, to be built around the Estadio 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 current 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 Metropolitano, obtaining Visa cards with Atleti designs, and receiving special offers.
Atlético Madrid 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 ($ATM) and make it available for more fans through further integration with the club’s digital ecosystem. This expanded partnership increases the catalogue of benefits Atleti Fan Token holders can enjoy as well as the number of rewards they can earn, also allowing fans to access opportunities linked to holding Fan Tokens through the club’s official app.
EA Sports serves as the official video game partner of Atlético Madrid via its football simulation game, FC (formerly FIFA).
The deal sees EA hold exclusive rights to feature Atlético Madrid’s licensing, which includes real-life likenesses of their 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 their 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 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 that is partially controlled by Telefónica, took part in the eLaLiga competition.
Sorare is a blockchain-based digital collectibles and fantasy football platform developed by SORARE SAS, a Saint-Mandé, Paris–headquartered French company.
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 July 2024, Atlético Madrid and global tech giant LG Electronics joined forces in a groundbreaking partnership. This collaboration entailed LG developing state-of-the-art LED technology for the Metropolitano for transformative audiovisual experiences.
Fotocasa, a subsidiary of Norway-based media group Schibsted, offers an online platform for listing residential properties in Spain.
In March 2024, Fotocasa signed a partnership agreement with Atlético Madrid, coming on board as an official partner.
Turkish fashion company Damat Tween became the official fashion sponsor of Atlético Madrid in a three-season deal announced in July 2023.
As part of the deal, the company provides bespoke dresses for the Atleti men’s and women’s first teams.
Air conditioning systems maker Baxi Climatización announced signing a multi-year partnership with Atlético Madrid Femenino in October 2020.
As per the deal, the brand’s logo features on the team’s playing shirt.
In June 2023, the two parties signed a three-year extension deal set to run until 2026.
In May 2024, the Atlético Madrid women’s team announced a multi-year partnership 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.
Through this partnership, the two parties aim to achieve the following:
Atlético Madrid signed a three-year partnership agreement with Clínica Universidad de Navarra in July 2018, bringing it on board as their first team’s official medical provider.
Currently, Clínica Universidad de Navarra serves as one of the official partners of Atlético Madrid Femenino.
In June 2025, Atletico Madrid announced a partnership with AlphaTauri, the premium fashion brand founded by Red Bull. As part of the deal, AlphaTauri serves as the official provider of formal and travel attire for Atleti’s men’s and women’s first teams, as well as the Atleti B reserve squad.
Under the terms of the agreement, AlphaTauri is responsible for outfitting the aforementioned Atlético Madrid teams for all official engagements, including travel to matches and institutional events.
In February 2025, Atleti announced a partnership with Unilumin Group, a global provider of visual integrated solutions, bringing it on board as their Lighting Partner.
This collaboration is dedicated to transforming Atlético Madrid’s Sports City (Ciudad del Deporte) into a more intelligent, efficient, and visually engaging environment, reinforcing the club’s commitment to innovation and excellence. As part of the deal, Unilumin is to also provide advanced lighting solutions tailored to the venue’s diverse facilities, ensuring optimum illumination for training grounds, pathways, and surrounding areas.
In May 2024, Atlético Madrid and ComAve signed a sponsorship agreement, which would see the global e-commerce platform collaborate with the club from the 2024/25 season onwards.
As per the agreement, ComAve’s logo is featured on the Atleti first team’s matchday shorts. Innovative solutions for Atleti fans are also part of the agreement, which marks ComAve’s first-ever deal with a Spanish outfit.
The official brewery partner of Atlético Madrid, Mahou San Miguel Group, has a subsidiary, Solán de Cabras, which is a natural spring water brand and has served as the official water of the club 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 December 2020, UNIR, a Spanish open university focused primarily on online education, was designated as the official university of Atlético Madrid.
The agreement entails collaboration on educational programmes, with the university also enjoying branding rights inside the Metropolitano.
Vithas International Hospital, a provider of private health services in Madrid, became an official supplier of Atlético Madrid ahead of the 2024/25 season.
As part of the agreement, Vithas provides the club with medical equipment as well as medical assistance.
In March 2023, Atlético Madrid and AVIS announced a three-season partnership, which made the rent-a-car sector operator an official sponsor of the club as well as their official provider for rental vehicles for both domestic and international outings.
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