The deal will create a new way for Atlético fans to connect with the club through content and activations.
DAZN Bet has proclaimed to be a “new member of the Rojiblanco family” by becoming an official club partner of Atletico Madrid FC.
The deal was announced yesterday at the Metropolitano Stadium, as Atletico welcomed DAZN Bet as new official prize draw and matchday experience partner.
Spain’s current Royal Decree on advertising prohibits the direct sponsorship of professional sports clubs by licensed bookmakers or gambling brands.
Atletico said: “The partnership will combine brand presence, content and activations with the aim of creating new ways for Atlético fans to connect with the club. Supporters will be able to enjoy prize draws, experiences and other initiatives designed to bring them closer to the team and enhance their matchday experience.”
Financial terms and the precise duration of the sponsorship have not been disclosed, however the club said the partnership would cover the coming seasons.
DAZN Bet forms part of the wider DAZN sports media and entertainment ecosystem. While DAZN’s streaming platform reaches more than 200 markets, the betting brand has a more concentrated European presence, offering services in the UK, Germany, Italy, Spain and France.
Elicia Martinez, country director of DAZN Bet Spain and LATAM, said Atlético’s identity and international following were central to the agreement.
“We are delighted to begin this new chapter alongside Atlético de Madrid. It is a club with an extraordinary identity, community and international reach, and we share the ambition of building a partnership that goes far beyond brand visibility,” Martinez said.
“We want to develop initiatives and experiences that bring value to fans while continuing to strengthen DAZN Bet’s presence in Spain as part of DAZN’s global ecosystem.”
The sponsorship builds on DAZN’s established position in Spanish football broadcasting. Since the 2022/23 season, the platform has streamed five LaLiga fixtures per matchweek under its package of 175 games per season.
The original domestic residential rights award, shared with Movistar, was agreed in December 2021 for €4.95bn, covering the five seasons from 2022/23 to 2026/27.
DAZN has already secured its next rights cycle through 2031/32. The renewed agreement will allow it to broadcast five matches across all 38 matchdays, with the combined DAZN and Telefónica residential rights packages valued at more than €5.25bn.
For Atlético, currently second in LaLiga behind FC Barcelona, the partnership comes during a season in which its Metropolitano stadium will host the 2026/27 UEFA Champions League final, scheduled for 5 June 2027.
Óscar Mayo, chief operating officer of Atlético de Madrid, said the agreement would support the club’s ambition to deepen engagement with its international fanbase.
“We are delighted to welcome DAZN Bet as a new and important partner on our journey to bring the team ever closer to the millions of Atlético de Madrid fans, with cutting-edge experiences that allow them to enjoy their club beyond the 90 minutes of a match,” Mayo said.
“Given their extensive and proven experience in the sports entertainment sector, DAZN Bet is the perfect partner to join us over the coming seasons.”
