In a series of strategic moves that will transform Atlético de Madrid's financial landscape , the club is about to embark on a new era of sponsorship. The recent decision by Atlético CEO Gil Marín has put the club in the spotlight of the sports industry, and with good reason. The latest news suggests that the red-and-white club is preparing for a significant change in the sponsorship of its stadium.
The stadium's current sponsor, Cívitas , has decided to take a step back. Talks between the Extremadura-based company and Atlético de Madrid are at an advanced stage to close the contractual relationship. Although this marks the end of a stage with Cívitas, it does not necessarily mean a complete goodbye.
A new sponsorship
This change of sponsor comes with an offer that promises to raise Atletico Madrid's financial profile to new levels. Riyadh Air , an airline owned by Saudi Arabia's sovereign wealth fund, has positioned itself as the leading candidate. Unlike the current figure the club receives, Riyadh Air is willing to offer a "highly superior" sum. This deal would not only mean a new sponsor in the stadium's name, but could also strengthen the club's financial position.
Discussions between Gil Marín and Riyadh Air have been ongoing for several weeks and are progressing positively. The airline, despite being a newcomer to the market, has shown notable interest in partnering with Atlético de Madrid . Riyadh Air, which has not yet started operations and is not scheduled to go live until 2025, has already made a significant investment in sport. This sponsorship deal, which was extended until 2027, gives the airline a financial commitment of approximately €40 million annually.
The words of Gil Marín
Gil Marín has expressed his enthusiasm for this new partnership. In a recent statement, Atlético de Madrid CEO said: "We are delighted to welcome Riyadh Air as our new main sponsor of the club. This partnership means a great opportunity to offer better experiences to our fans around the world."
Riyadh Air’s proposal also stands out for its long-term ambition. Even though the airline will not begin operations for several years, its plan includes a considerable contribution to Saudi Arabia’s GDP. This proactive approach not only benefits Riyadh Air in terms of visibility and reputation, but also represents a strategic investment in the growth and development of Atlético de Madrid.