Contract details
Start date:
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Status:
2019
2024
Official partner
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Leagues and Tournaments:
Back of shirt
Atlético Madrid and Ria Money Transfer: A Sponsorship That Empowered Communities
On November 8, 2019, Atlético Madrid and Ria Money Transfer, a global leader in international money transfers, announced a sponsorship agreement. Under the four-year contract, the Ria Money Transfer logo was featured on the back of Atlético Madrid’s men’s and women’s team jerseys during all domestic matches.
The sponsorship was officially presented at the Wanda Metropolitano Auditorium, with club president Enrique Cerezo and Ria Money Transfer’s José Cabral in attendance. Atlético Madrid players Héctor Herrera, Thomas Partey, Amanda Sampedro, and Silvia Meseguer represented the teams, alongside club legends Luiz Pereira and Cacho Heredia.
In February 2021, the agreement was extended for an additional year, further strengthening the collaboration between the two brands.
Brand Activations and Fan Engagement Initiatives
To mark the renewal of their partnership, Atlético Madrid and Ria Money Transfer launched the “Dreamers” campaign in February 2021. The initiative highlighted the inspiring story of Archibaldo Hernández, known as Wizarchy, who moved from the Dominican Republic to Spain with a dream of opening his own barbershop.
One day, an Atlético Madrid player visited his shop for a haircut. This encounter changed his life—soon, more Atlético players became his clients, and his business thrived. The campaign featured Luis Suárez, Thomas Lemar, Geoffrey Kondogbia, and Héctor Herrera, who appeared in a short film produced by Sra. Rushmore Agency.
The campaign echoed both Atlético’s motto, “Believe and Succeed”, and Ria’s philosophy that everyone has the power to build the life they dream of, regardless of their background.
Empowering Young Athletes: “La Villa de los Soñadores” Project
In 2021, Ria Money Transfer and Atlético Madrid launched the “La Villa de los Soñadores” (Village of Dreamers) initiative, designed to support the physical, emotional, and social development of underprivileged children through football.
This initiative, based in Alcalá de Henares, Spain, provided access to Atlético Madrid’s training facilities, professional coaching staff, and structured football programs. Boys and girls aged 8 to 18, selected through a social integration program, trained twice a week under the same methodology as Atlético Madrid’s youth academy.
Beyond football training, the program also included:
- Workshops on self-motivation and personal development.
- Nutritional education to promote healthy lifestyles.
- Career guidance and mentorship for future aspirations.
The project aimed to instill discipline, teamwork, and self-confidence, enabling children to dream big and pursue their goals.
Highlighting Women in Football: International Women’s Day Campaigns
Ria Money Transfer actively promoted gender equality in sports through a series of campaigns with Atlético Madrid’s women’s team.
On March 5, 2020, the company launched a campaign featuring in-depth interviews with female players, discussing:
- The challenges they faced in their football careers.
- The evolving landscape of women’s football.
- How persistence and dedication helped them succeed.
A similar campaign was released in 2022, reinforcing the message of resilience, empowerment, and breaking barriers for women in sports.
Expanding Social Impact: Youth Tournaments & Football Academies
In 2022, Atlético Madrid and Ria Money Transfer expanded their commitment to youth development by organizing an international football tournament for children under 15.
This project aimed to support children from low-income families worldwide, giving them a chance to:
- Train with Atlético Madrid’s coaches.
- Experience professional-level football programs.
- Compete in high-quality tournaments.
By 2022, the initiative had established permanent football academies in Querétaro, Mexico, and Madrid, ensuring continued access to elite football training for children from disadvantaged backgrounds.
In May 2023, Ria Money Transfer released a documentary featuring the parents of Atlético Madrid goalkeeper Nacho Fernández Bartolomé, showcasing how family support and opportunities through football can shape young players’ futures.
Advertising and Promotional Campaigns
Throughout the sponsorship, Ria Money Transfer leveraged its collaboration with Atlético Madrid to increase brand visibility through various marketing activations:
- Matchday video integrations on Atlético’s social platforms.
- Branded content featuring club legends and current players.
- LED perimeter advertising at the Wanda Metropolitano.
End of the Sponsorship Agreement
At the end of the 2023/2024 season, Atlético Madrid and Ria Money Transfer did not renew their agreement. Despite the partnership coming to an end, the collaboration left a lasting impact, particularly in the areas of youth football development, social inclusion, and gender equality in sports.
About Ria Money Transfer
Ria Money Transfer, a subsidiary of Euronet Worldwide, is a global leader in cross-border money transfers, offering fast, secure, and affordable services in 160 countries through a network of 385,000 service points.
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