Atletico Madrid's Stadium Wanda Metropolitano Renamed to Riyadh Air Metropolitano

Saudi Arabian airline, Riyadh Air, signed a strategic partnership agreement with Atletico Madrid, a Spanish football club, to rebrand the name of the team’s stadium. The stadium, called the Estadio Metropolitano, will now be called the Riyadh Air Metropolitano. This football stadium was launched in 2017 and has already become one of the best in the European football space. This new collaboration is valuable for both the club and the airline.

The sponsorship agreement, which will last until 2033, includes an immense investment made by Riyadh Air in the football club. It is one of the many ways that the airline is seeking to push its visibility worldwide through sponsoring sports events. Riyadh Air was launched in March 2023 and is already the official jersey sponsor of Atlético Madrid, signing a partnership agreement that will last until 2027. This jersey sponsorship is a €40 million ($43.9 million) per season deal, making Riyadh Air the largest commercial partner of Atlético Madrid to date.

The new stadium name was unveiled by the club in a statement that read “Riyadh Air Metropolitano – this will be the name of the stadium as a result of the nine-year partnership deal signed with the club’s main sponsor for the naming of Atlético’s home.” This deal also entails different parts of the stadium, where the last change of the new name will take place on the main, the north-eastern, and the south-eastern facets in the coming weeks.

Tony Douglas, CEO of Riyadh Air, expressed his enthusiasm for the collaboration: ‘It is a great pleasure to be the naming partner of Riyadh Air Metropolitano and continuing the sponsorship of Atlético Madrid until 2033. Being associated with such a legendary stadium will place the name of Riyadh Air across the sporting arena and the world at large.”

The fee that was paid for the stadium naming rights has not been made public. However, this partnership puts Riyadh Air on the map of the sports business. Riyadh Air is also diversifying its reach beyond Europe following a recent deal that made it the official airline partner for Concacaf, the football body for the region that includes North America, Central America, and the Caribbean.

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