Atletico Madrid has introduced a landmark settlement with Riyadh Air. That means, they’ve solidified the Saudi airline’s position as the brand new naming rights sponsor for his or her stadium. The deal, one of many largest in sports activities historical past, sees the stadium rebranded because the Riyadh Air Metropolitano. It marks a major enlargement within the partnership between the La Liga giants and the Saudi-based firm.
The settlement between Atletico Madrid and Riyadh Air runs till 2033 and is reportedly valued at as much as €300 million. Thus, this makes it probably the most substantial sponsorship deal within the membership’s historical past. Riyadh Air grew to become Atletico’s important shirt sponsor final yr. They now lengthen their affect by securing the naming rights for the membership’s iconic 70,460-seater stadium. This deal follows the membership’s earlier sponsorships with Wanda and Civitas
Each of them held the naming rights for the stadium earlier than being changed by Riyadh Air. The partnership highlights the growing Saudi involvement in European soccer. Riyadh Air’s CEO, Tony Douglas, emphasised the airline’s dedication to elevating its international profile.
Strengthening Riyadh Air bond
The collaboration between Atletico Madrid and Riyadh Air goes past simply monetary funding. Miguel Angel Gil, CEO of Atletico Madrid, expressed his pleasure in extending the partnership. He referred to as it a key factor within the membership’s ongoing improvement and worldwide attraction. “We’re all proud and really completely happy to announce the extension of the partnership signed then with the settlement whereby our stadium shall be named Riyadh Air Metropolitano,” stated Gil. “This may drive our international ambitions alongside Riyadh Air’s progress.”Tony Douglas, CEO of Riyadh Air, echoed these sentiments. “It’s an honour to change into the naming associate for the Riyadh Air Metropolitano. Each organisations are pushed to succeed on the highest stage, and having our identify on such an iconic stadium will elevate the notice of Riyadh Air throughout the sporting world and past”.
The primary official match on the Riyadh Air Metropolitano will happen on October 20, when Simeone’s aspect hosts Leganes. The occasion is anticipated to characteristic a proper unveiling of the newly branded stadium, which is able to embody updates to signage and branding throughout the ability. Though the rebranding is already in place, the ultimate set up of the identify on the stadium’s northeast and southeast stands shall be accomplished within the coming weeks.
Saudi Arabia’s increasing affect
This historic deal is a part of a broader technique by Saudi entities to extend their presence in international soccer, significantly in Europe. Riyadh Air’s involvement with Atletico Madrid follows a collection of investments and partnerships between Saudi companies and high soccer golf equipment. Earlier this yr, La Liga additionally partnered with Riyadh Season, a Saudi-backed sports activities occasion entity, additional demonstrating the dominion’s rising affect within the soccer world.
Picture: Imago
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