Atlético Madrid agree new stadium naming rights sponsorship in a deal worth up to €300 million | OneFootball

When Atlético Madrid unveiled their shiny new stadium in Madrid in 2017, it was only natural that the naming rights would go with it. No longer can stadiums be named for sentimental reasons when there is money to be made.

With Chinese real estate company Wanda taking the first deal, it is clear these types of agreements can be lucrative when many people still incorrectly believe the stadium is called the Wanda Metropolitano.

Now, another company, Riyadh Air, the Saudi airline, has stepped in to get its name displayed on the Estadio Metropolitano.

As per COPE, this deal is to run until at least 2033 and will be worth between €250 and €300 million, making it the club’s most lucrative sponsorship deal in its history.

This deal will also continue alongside the company’s current shirt sponsorship, which sees its logo displayed on Atlético Madrid’s shirt on matchday.

The act of Atlético Madrid selling off the naming rights of their stadium seems to have opened the floodgates in Spanish football for deals of this nature, with teams more open to selling these rights to the highest bidder.

GSFN | Ciaran Currie