Atlético de Madrid may be a powerhouse on the pitch, but in the commercial arena, the club remains behind its La Liga rivals and Europe’s biggest names. According to recent rankings, Atlético sits 18th among the top 20 European clubs in commercial revenue, leaving significant untapped potential despite consistent sporting success.
Kit Sponsorship: Improved but Still Below Elite Levels
The club’s recent kit deal, valued at €30 million per year, marks a threefold increase from the previous agreement. While notable progress, it still fails to break into Europe’s top 10, where the median figure is around €80 million annually.
Shirt Sponsorship: Opportunities in the 2027 Cycle
Atlético’s shirt sponsorship with Riyadh Air, worth €40 million per year until 2027, places them 10th in Europe. However, 2027 could be a decisive moment — many elite clubs will renegotiate their deals in what promises to be a rare, competitive sponsorship market. This “commercial transfer window” will be an opportunity for Atlético to bridge the gap with clubs like FC Barcelona (€70m) and Real Madrid (€70m).
Stadium Naming Rights: A Standout Success
One area where Atlético leads is stadium naming rights. Their €40 million per year deal with Riyadh Air makes them the top performer in Europe in this category, achieving over 4.4 times the estimated market value of €9 million (per Kroll). In comparison, global heavyweights like Real Madrid, PSG, Manchester United, and Tottenham have yet to secure naming rights deals.
Key Takeaway
Commercial growth in football is not solely determined by the size of a global fanbase. Positioning, timing, and negotiation leverage can be just as crucial. Atlético’s stadium deal proves they can punch above their weight — the challenge now is to replicate that success across all revenue streams.
365247 Consulting Insight
Clubs like Atlético that have achieved sporting success but lag commercially face a unique set of challenges. The next phase of growth demands:
- Strategic Sponsorship Timing: Preparing well in advance for renewal cycles like the 2027 sponsorship “mercato.”
- Brand Positioning for Global Markets: Leveraging unique narratives to appeal to new sponsors in Asia, North America, and the Middle East.
- Data-Driven Fan Monetization: Turning international fan engagement into measurable, scalable revenue.
- Diversification of Rights Packages: Bundling media, hospitality, and digital activations to increase deal value.
Work with Us
At 365247 Media, we help sports organizations identify untapped revenue streams, maximize sponsorship value, and position themselves competitively in high-stakes negotiation cycles. Whether you’re a football club looking to match your on-field performance with off-field earnings, or a rights holder preparing for your next commercial push, our strategic approach can deliver results.
Contact us today to discuss how we can help you grow your commercial revenues and close the gap with the elite.
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IMAGE: Reuters
