The partnership between Atlético Madrid and Riyadh Season is part of a wider cooperation agreement signed between LaLiga and Riyadh Season, the entertainment, cultural, and sporting event of the Saudi capital.
Previously, Riyadh Season has agreed over a three-year partnership to be an official sponsor of the La Liga for the next season 2024-2025, 2025-2026, and 2026-2027. This partnership is indicative of the increasing importance of the Middle East and North Africa (MENA) region in supporting La Liga’s international business development. While La Liga currently has no office in Saudi Arabia, it runs a regional office in Dubai to pioneer the expansion objectives.
Such cooperation is viewed as the key prospect for La Liga to strengthen its position in the rapidly developing Saudi market. It has also provided a home for the Spanish Super Cup for the past three seasons with a deal signed to hold the tournament through to 2029.
The agreement comes on the back of the relationship between Saudi Arabia and La Liga; Visit Saudi sponsored the league the previous season, a deal estimated at roughly $22 million a year by GlobalData. In Saudi Arabia, BeIN Sports has the right for airing La Liga matches and the agreement with Riyadh Season includes a promotion plan directed toward football-loving fans and tourists.
In a related matter but all in one vein, Atletico Madrid renamed its stadium to Riyadh Air Metropolitano as it signed a nine-year naming rights agreement with Saudi Arabia’s state-owned airline company. The deal, which will go up to 2033, constitutes the strengthening of a developing partnership between Atlético and Saudi Arabia, Riyadh Air being already an official sponsor of the club.
Hofstatt, though it is unclear the value and the payment method of the sponsorship, Atlético Madrid claims that Riyadh Air is the biggest sponsor to the club ever. I expect that the final work on the installation of the new stadium name on different façade will be done in the next weeks.
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