What Atletico Madrid does

Atlético de Madrid, S.A.D., legally domiciled in Madrid, Spain, is a Spanish professional football club founded in 1903 that operates as a multi-team sports enterprise: a men's first team competing in La Liga and European competitions under long-tenured head coach Diego Simeone, a women's first team (Atlético de Madrid Femenino), and a youth academy (Atlético de Madrid Academy) producing first-team talent. The club plays its home matches at the 68,000+ capacity Riyadh Air Metropolitano stadium (moved in from Vicente Calderón in 2017) and runs auxiliary facilities at Majadahonda (men's training) and Alcalá de Henares (women's team, Centro Deportiva Wanda). Ownership rests with the Gil Marín family via holding company Celestial STEP; the entity is a Sociedad Anónima Deportiva and is not publicly listed.

The club monetizes through seven discrete revenue streams: matchday ticket sales (general public €20-30 with €10 member discounts), La Liga and UEFA broadcasting rights distributions, multi-tier commercial sponsorships (Riyadh Air as stadium naming-rights and principal partner; Nike as technical kit supplier; plus Herbalife, Hyundai, Mahou, EA Sports, Kraken, CaixaBank, Movistar, Coca-Cola, Visit Rwanda, and others across men's and women's teams), DTC merchandise via shop.atleticodemadrid.com, the Atleti Red & White subscription membership (fans.atleticodemadrid.com), international football camps (campusatleticodemadrid.com), and stadium tour/museum operations at the Riyadh Air Metropolitano. Jerseys retail at €159.95 for the 2026/27 home match kit, with away and kids' kits priced from €74.95-€109.95, providing a high-margin recurring product line tied to on-pitch performance.

Distribution and marketing combine owned channels (official site, mobile app, 100M+ social followers across Facebook, X, YouTube, Instagram, TikTok, LinkedIn, and WhatsApp) with newer digital activations: a Fortnite virtual replica of the stadium (June 2026), a BTS co-launched 2026/27 kit reveal at the Metropolitano, the Atleti Lab innovation hub, and the Indi Park leisure site. First-party data on revenue and headcount is not publicly disclosed in the source material, so revenue band estimates rest on European top-tier benchmarks (see revenue_estimate rationale).

Name

Atletico Madrid

Legal name

Club Atlético de Madrid S.A.D.

Website

http://en.atleticodemadrid.com/

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

Atlético de Madrid is a Spanish professional football club (founded 1903) operating men's and women's first teams, an academy, and commercial lines including sponsorships, DTC merchandise, matchday ticketing, and international football camps from the Riyadh Air Metropolitano stadium in Madrid, serving a 100M+ global fan base.

Ownership category

akta.pro rank

Product category

Professional Football Club / Sports Entertainment

NAICS

Sports Teams and Clubs (711211), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Spectator Sports (7112)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Team Sports Clubs (Football/Soccer, Basketball, Baseball, Hockey, Rugby, Cricket, etc.) (MPAKABAA)

akta.pro secondary industries

Professional & Major League Stadiums (MPAKAEAA), Athlete & Team Sponsorship Deals (Official Partners, Jersey/Kit Sponsors) (MPAKALAA), Team Sports Matches (Club & National) (MPAGAMAB), Event & Tournament Sponsorship (Title/Presenting Sponsors, Official Suppliers) (MPAKALAB)

Keywords

• Professional football club
• Sports sponsorship
• Matchday ticketing
• Club merchandise retail
• Youth football academy

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Matchday Revenue: Revenue from ticket sales for LaLiga, Copa del Rey, and UEFA Europa League matches played at the Riyadh Air Metropolitano stadium. Ticket prices range from €20-30 for general public with member discounts.
2. Broadcasting Rights: Revenue from LaLiga and UEFA broadcasting rights distribution for domestic and international television coverage of club matches.
3. Commercial Sponsorships: Sponsorship deals with main partners including Riyadh Air (stadium naming rights), Nike (technical kit supplier), and multiple premium partners such as Herbalife, Hyundai, Mahou, Visit Rwanda, Kraken, EA Sports, CaixaBank, and others across men's and women's teams.
4. Merchandise Sales: Online and stadium retail sales of club merchandise including kits, apparel, accessories, and collectibles through the official online store.
5. Membership Program: Season ticket holders and Red & White membership program offering exclusive benefits, priority access to matches, and member-only experiences.
6. Academy & International Camps: Revenue from international football camps and training programs, with the academy developing homegrown talent for the first team.
7. Stadium Tours & Museum: Revenue from stadium tours, museum visits, and hospitality experiences at the Riyadh Air Metropolitano venue.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Atlético de Madrid operates as a professional football club fielding men's and women's first teams, supported by an academy for youth development. Commercial offerings span matchday ticketing and season memberships, licensed apparel and merchandise through an official online store and stadium retail, sponsorship and partnership activations, stadium tours and museum visits, and international football training camps delivered worldwide.

Product overview

Atlético de Madrid operates as a professional football club with a multi-team structure comprising the Men's First Team (competing in La Liga and UEFA competitions), the Women's First Team, and an Academy for youth development. The club's product portfolio extends beyond football to include matchday experiences, the Tour & Museum at Riyadh Air Metropolitano, an official merchandise store, and various membership programs including 'Atleti Red & White'. Additional services include International Football Camps for youth development globally.

Differentiator

Problem solved

Functional benefit

Brands

• Atleti Lab: Innovation and technology hub
• Atlético de Madrid Femenino
• Atlético de Madrid Academy

Products and services

• Men's First Team The professional men's football team competing in La Liga and UEFA competitions, managed by Diego Simeone.
• Women's First Team (Atlético de Madrid Femenino) The professional women's football team competing in Spanish women's football leagues and European competitions.
• Atlético Madrid Academy Youth development program nurturing footballers from a young age, with the goal of producing homegrown talent for the first team.
• Tour & Museum Stadium tours and museum experiences at the Riyadh Air Metropolitano, offering visits through the most important zones of the stadium.
• Official Club Store Online merchandise store selling official club apparel, kits, accessories, and memorabilia.
• Club Memberships (Atleti Red & White and Benjamin Membership Card) Membership programs including 'Atleti Red & White' and 'Benjamin Membership Card' offering exclusive benefits and access.
• International Football Camps Football training camps held internationally for young players to develop skills following the club's methodology.
• Season Tickets Season ticket packages for access to all home league matches at the Riyadh Air Metropolitano.

Quantifiable outcome

• 12 players selected for 2026 FIFA World Cup representing 6 nations
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Twelve partnerships are on record, tiered core, premium, official and minor.

• NikecoreOthersOfficial technical kit supplier providing all match kits, training apparel, and equipment for men's and women's teams.
• HerbalifepremiumOthersMain partner of Atlético de Madrid Femenino since 2017, supporting women's team with health and wellness products. Herbalife sponsors three consecutive Iberdrola League championships, one Queen Cup, and Spanish Super Cup wins.
• HyundaiofficialOthersSponsor of both men's and women's teams, with Hyundai Motor España supporting the club as part of their football sponsorship portfolio since 1999 with UEFA partnerships.
• MahouofficialOthersSpanish beer brand and official sponsor of Atlético de Madrid, supporting both men's and women's teams.
• EA SportsofficialTechnology or IntegrationOfficial video game partner providing official licensing for EA Sports FC game series featuring Atlético Madrid players, stadium, and authentic club content.
• Hyundai Motor EspañaofficialOthersLeading automotive company in electrification technologies supporting Atlético Madrid, sharing values of effort, teamwork, self-improvement, and passion. Partnership spans both men's and women's teams.
• Pol Domínguez 'SUJA'minorStrategic or Co-development PartnerFortnite content creator collaborated with Atlético Madrid to develop the virtual Riyadh Air Metropolitano island in Fortnite, reaching hundreds of millions of gaming platform users.
• Visit RwandaofficialOthersRwanda Development Board tourism sponsor of both men's and women's teams, promoting Visit Rwanda brand globally through club channels.
• KrakenpremiumOthersCryptocurrency exchange sponsor for men's and women's teams, providing digital asset industry partnership and brand visibility.
• CaixaBankofficialOthersSpanish banking partner providing financial services sponsorship and co-branding opportunities.
• MovistarofficialOthersTelecommunications sponsor providing connectivity and digital services partnership.
• Coca-ColaofficialOthersBeverage partner and official soft drink sponsor of Atlético de Madrid.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Real Madrid CF: Real Madrid is Atlético's direct LaLiga rival and fellow member of Spain's Big Three. Both operate elite men's and women's teams, play at 60,000+ capacity stadiums, compete in UEFA competitions, and sell similar membership, merchandise, and global sponsorship products.
• FC Barcelona: Barcelona is Atlético's direct LaLiga rival and Big Three peer. Comparable across elite squad valuation, LaLiga broadcasting revenue, global membership, Camp Nou-scale stadium operations, and youth academy development — and is the club Atlético has filed a FIFA complaint against over Álvarez.
• Manchester United: Manchester United is a top-five global football club comparable in commercial scale, multi-hundred-million social following, premium sponsorship portfolio, and global merchandise business. Atlético is scheduled to face Manchester United in the 2026/27 pre-season, underscoring direct peer status.
• Manchester City: Manchester City is a direct elite-European-football peer; Atlético acquired Julián Álvarez from Manchester City in 2024 and is scheduled to face the club in the Coupang Play Series. Comparable in modern stadium, commercial sponsorship depth, and global fan growth trajectory.
• Liverpool FC: Liverpool is a top-tier European football club comparable in commercial scale, premium stadium (Anfield), Nike kit partnership, elite UEFA Champions League participation, and global membership/membership-based supporter programs.
• Arsenal FC: Arsenal is a top-English-Premier-League club with a comparable modernized 60,000+ capacity stadium, Adidas kit deal, robust international membership, and digital fan engagement strategy — making it a strong peer for Atlético's Premier League-style commercial benchmarks.
• Bayern Munich: Bayern Munich is the dominant Bundesliga club and one of Europe's most valuable football properties. Comparable in elite UEFA participation, Allianz-family sponsor portfolio, premium 75,000+ capacity stadium, and global membership/follower scale.
• Paris Saint-Germain: PSG is a top-five European football club with comparable elite squad valuation, Nike partnership, Parc des Princes (48,000+) stadium operations, and a similar sponsorship-driven commercial model. Both clubs pair sporting ambition with sovereign-affiliated main partners.
• Juventus FC: Juventus is one of Italy's elite football clubs and a UEFA Champions League regular with comparable commercial scale, stadium-tour business, Adidas partnership history, and women's football program (Juventus Women) directly comparable to Atlético Femenino.
• Tottenham Hotspur: Tottenham is a top-tier Premier League club with a comparable modern 62,000+ capacity stadium (built 2019), NFL partnership, premium hospitality, stadium tour operations, and Nike kit deal — directly analogous to Atlético's Riyadh Air Metropolitano business model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/atletienglish
• YouTubeyoutube.com/atleticodemadrid
• Facebookfacebook.com/AtleticodeMadrid
• LinkedInlinkedin.com/company/club-atl-tico-de-madrid
• Instagraminstagram.com/atleticodemadrid
• TikToktiktok.com/@atleticodemadrid

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Atletico Madrid