Esto es Atleti

What Esto es Atleti does

Esto es Atleti is an independent Spanish-language digital sports newspaper operated by the privately held Spanish limited company ESTO ES ATM, SL. Founded in 2010 and headquartered in San Lorenzo de El Escorial, Madrid, the publication is dedicated exclusively to coverage of Atlético de Madrid football club and targets the club's passionate supporter base. Content spans the men's first team, transfer market activity, institutional news, the women's team (Femenino), the youth academy (Cantera), opinion columns, and reader polls. The platform is accessed free of charge with no subscription layer.

The technical foundation is a conventional digital-publishing stack built on the Opennemas.com CMS. The site is served over HTTPS with SSL encryption, incorporates a cookie consent management system, and is integrated with Google Analytics (usage analytics), OpenX (advertising analytics and personalization), and Google AdSense (programmatic ad serving). Content is distributed through the company's own website plus eight external channels — Facebook, X, Instagram, YouTube, TikTok, Telegram, WhatsApp, Google Discover, and RSS — providing multi-touchpoint reach without a mobile app. No AI/ML capabilities, APIs, or developer-facing tools are part of the product surface.

The business model is entirely advertising-funded. The publication states that 100% of its financing comes from advertising revenue, primarily through programmatic commercialization of ad inventory across the site. There is no subscription pricing, no e-commerce, no events business, and no disclosed enterprise or sponsorship contracts. Ownership is concentrated within the founding entity, with no disclosed external investors, funding rounds, parent company, subsidiaries, or M&A activity. The company operates with a team of approximately 10 employees and serves primarily the Spanish market.

Name

Esto es Atleti

Legal name

ESTO ES ATM, SL

Website

https://estoesatleti.es

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Esto es Atleti is an independent Spanish-language digital sports newspaper (ESTO ES ATM, SL) dedicated to Atlético de Madrid football club, delivering free news, transfer coverage, and opinion content to rojiblanco fans via its website and nine social channels, monetized solely through programmatic advertising.

Ownership category

akta.pro rank

Headquarters

HQ city

San Lorenzo de El Escorial

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Digital Advertising: 100% of financing comes from advertising revenue, primarily through programmatic advertising space commercialization across various pages of the digital newspaper.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels9 records

Core offering

Esto es Atleti is a Spanish-language digital sports newspaper dedicated exclusively to Atlético de Madrid football club. The website publishes news articles, transfer market coverage, match reports, institutional updates, women's team and youth academy content, opinion pieces, reader polls, and multimedia material. All content is freely accessible to readers and the platform is built on the Opennemas.com CMS for digital newspaper publishing.

Product overview

Esto es Atleti is a single-product digital sports newspaper platform focused exclusively on Atlético de Madrid. The website delivers news content across multiple sections including first team news, transfer market coverage, institutional announcements, women's football, youth academy, opinion columns, and reader polls. The platform is built on the Opennemas.com CMS for digital newspapers and is primarily financed through advertising revenue.

Differentiator

Problem solved

Functional benefit

Products and services

• Esto es Atleti (digital sports newspaper website) A free, ad-supported digital sports newspaper website built on the Opennemas.com CMS that publishes news articles, transfer market coverage, match reports, institutional updates, women's team and youth academy news, opinion pieces, reader polls, and multimedia content exclusively about Atlético de Madrid, targeting Spanish-speaking football fans.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature2 records

Partnerships

Two partnerships are on record, tiered minor.

• Teradisk Consulting S.L.minorOthersHosting provider for ESTO ES ATM, SL located within the EU. Manages web hosting services.
• Google AdSenseminorGTM or Marketing PartnerThird-party advertising partnership for displaying relevant advertisements based on user searches and browsing behavior.

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• AS (Diario AS): Major Spanish sports daily with strong digital presence covering La Liga including Atlético de Madrid. Comparable in covering the same team and serving overlapping advertisers, but with broader multi-sport coverage.
• Mundo Deportivo: Catalan-based Spanish-language sports daily with strong digital audience covering Spanish football including Atlético. Comparable as a Spanish-language digital sports publisher, though with a Barcelona-centric editorial lean.
• Atlético de Madrid (Official Channels): The club's own official website and social media channels produce Atlético Madrid content directly, competing with Esto es Atleti for fan attention and exclusive news. Comparable as a primary source of Atlético content and audience demand.
• Goal.com: Global digital football media brand with localized Spanish-language coverage of La Liga clubs including Atlético. Comparable as a digital sports publisher monetized through programmatic advertising and competing for the same Spanish football audience.
• BeSoccer: Spanish-founded global digital football platform providing live scores, news, and statistics across multiple leagues including La Liga. Comparable as a digital-first Spanish-language football media business monetized through ads.
• Marca: Spain's leading generalist sports daily, covering Real Madrid, Atlético de Madrid, FC Barcelona, and broader Spanish football. Comparable as it competes for Atlético readers and advertising demand, though it operates at much greater scale and breadth.

Direct peers

• Tribuna.com: Digital sports media network covering multiple football clubs through localized fan sites, using an advertising-supported model. Comparable as a digital club-focused sports publisher operating at similar scale in adjacent football verticals.
• Relevo: Spanish-language digital sports media outlet covering La Liga clubs (including Atlético de Madrid) with a modern, video-first editorial approach. Comparable as a digitally native Spanish sports publisher competing for the same fan audience and programmatic ad budgets.
• Defensa Central: Digital sports media outlet dedicated exclusively to Real Madrid, operating with the same club-vertical, advertising-funded, fan-community model as Esto es Atleti. Directly comparable as a Spanish club-focused digital publisher.
• FCBN (FC Barcelona Noticias): Digital media outlet focused exclusively on FC Barcelona, using a similar club-vertical, advertising-monetized digital news model. Directly comparable in editorial scope and business model to Esto es Atleti.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/estoesatleti
• YouTubeyoutube.com/@estoesatleti
• Facebookfacebook.com/estoesatleti
• Instagraminstagram.com/estoesatleti
• TikToktiktok.com/@estoesatleti
• LinkedInlinkedin.com/company/esto-es-atleti

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

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 Esto es Atleti