Atletico Madrid and Riyadh Air sponsorship overview

On August 10, Atlético Madrid and the Saudi Arabian airline Riyadh Air signed a multi-year sponsorship contract. Riyadh Air emerged only in the spring of 2023, with its first flight planned for 2025. By 2030, the young company aims to connect the capital of Saudi Arabia to over 100 destinations worldwide. The multi-year deal marks Riyadh Air’s first ever global sports-sponsorship.

Relive moments from our exciting announcement today when the #RiyadhAir delegation made things official with team @Atleti. The iconic Cívitas Metropolitano Stadium was the scene for the momentous signing followed by a tour of the famous pitch as our joint journey takes flight ⚽️ pic.twitter.com/emDvDkWeII

— Riyadh Air (@RiyadhAir) August 10, 2023

Basic contract details

Start date: 10.09.2023
Status: Main partner
Contract duration: 4 years
Partner’s inventory:
– Front of shirt
– LED advertising,
– Activations in the club social networks

The agreement includes placing the Riyadh Air logo on the front of Atlético Madrid’s jersey in all competitions: La Liga, the Spanish Cup, and the Champions League.

We are excited to see the #RiyadhAir logo on an iconic kit among football giants Club @Atleti – our touchline adventures are taking off! ✈️⚽️#FutureTakesFlight pic.twitter.com/QtObFxu35l

— Riyadh Air (@RiyadhAir) August 12, 2023

Marketing activations

2 weeks before the announcement of the contract, a post appeared on the airline’s social media pages teaser video with a soccer ball in the clouds.

A new journey awaits on the horizon.
The #FutureTakesFlight pic.twitter.com/NoFxAPhLdO

— Riyadh Air (@RiyadhAir) July 30, 2023

After the news about the new contract was published, the full version of the video was released.

A legendary partnership with @Atleti has just kicked off ⚽ ?
The #FutureTakesFlight#aPIFCompany pic.twitter.com/YQGHdESNqm

— Riyadh Air (@RiyadhAir) August 10, 2023

And Atletico Madrid published a promotional video with Riyad Air on social networks.

As part of the contract, Riyad Air branded one of the club’s sections on social networks with publications of match results.

View this post on Instagram

A post shared by Atlético de Madrid (@atleticodemadrid)

The airline also activates the sponsorship contract in offline campaigns. A month after the signing, Riyad Air organized a competition for subscribers, the winners of which were able to attend the Madrid Derby at the Civitas Metropolitan Stadium.

Cheers and celebrations echoed across Civitas Metropolitan's skies! Journey with our winners on their experience of a lifetime ✈️?️#FutureTakesFlight@Atleti pic.twitter.com/TniS9xKbga

— Riyadh Air (@RiyadhAir) October 6, 2023

Apple CEO Tim Cook also attended the match in Madrid.

@Apple CEO @tim_cook joined #RiyadhAir CEO, @Atleti President, and the Kingdom's Ambassador to Spain at the iconic #ElDerbiDeMadrid celebrations ⚽?️#FutureTakesFlight pic.twitter.com/GwUR4ebV7u

— Riyadh Air (@RiyadhAir) September 25, 2023

From November 13 to 17, the international exhibition Dubai Airshow was held in Dubai. Riyad Air also carried out a contract activation with Atlético Madrid at its stand

We thank our partners from the red and white club for joining us at the #RiyadhAir Pavilion. @Atleti takes flight at the @DubaiAirshow!#FutureTakesFlight #DAS23 pic.twitter.com/xE6SU9qXaC

— Riyadh Air (@RiyadhAir) November 16, 2023

For the semi-final of the Spanish Super Cup 2024, which, by agreement of the Spanish Football Federation and the Saudi Arabian government, was held for the 4th time in Riyadh, the airline released a promotional video.

Riyadh Air is a planned second flagship carrier of Saudi Arabia, based in the country’s capital, Riyadh. The airline’s primary operational base will be located at King Khalid International Airport in Riyadh. The airline aims to become the largest in terms of revenue in the Middle East. It will operate regular domestic and international flights to over 100 different destinations across the Middle East, Africa, Asia, Europe, South America, and North America. The current announced fleet includes Boeing 787 aircraft.