Atletico Madrid has signed a five-year partnership with ticketing and entertainment technology provider Fever to manage fan experiences and ticketing at the Riyadh Air Metropolitano, according to official club announcements. The deal positions Fever as the ticketing partner and fan experience partner for all stadium activities, including matches, museum visits, and live entertainment events, starting with the 2026-27 campaign.
What will Fever manage at the Riyadh Air Metropolitano?
Fever is now responsible for the ticketing across all activities taking place at Atletico Madrid’s 70,000-capacity home stadium. This mandate covers match-day tickets, stadium tours, and access to the Atletico Madrid museum. Beyond football, Fever will oversee ticketing and fan experience for concerts and other live entertainment events hosted at the venue.
The timing aligns with a major international event; the Metropolitano will host the final of the 2026-27 UEFA Champions League.
How does this fit into Fever’s broader sports strategy?
The Atletico Madrid deal is part of an expansion into elite sports by the tech firm. Fever recently announced a partnership with Formula 1, where it will support the series through the creation of a new ticketing platform starting in 2027. This F1 system will handle general admission, local venue-specific hospitality, and the series-wide Paddock Club offerings.
Fever’s current portfolio of sports partnerships includes:
- Formula 1: New ticketing supplier starting 2027.
- E1 Series: Agreement struck in April with the international powerboating circuit.
- SailGP: Supporter of the sailing series.
- LIV Golf: Supporter of the LIV Golf tour.
- Spanish Rugby Federation: Supporter of the Spanish Rugby Federation.
What are the latest commercial updates for Osasuna?
Osasuna has extended its commercial agreement with the Kuwait Technical College (Ktech) through 2029. Under the terms of the extension, Ktech’s branding and logo will appear on the back of the men’s first team shirts for the next three seasons, as well as on their training tops.
The deal also introduces Prolife, a Ktech brand, as the sleeve partner for the team’s training jerseys. This extension follows an initial partnership that came into effect at the start of last season.
Comparison of Recent LaLiga Commercial Moves
| Club | Partner | Primary Focus | Duration/Term |
|---|---|---|---|
| Atletico Madrid | Fever | Ticketing & Fan Experience | 5 Years |
| Osasuna | Ktech | Shirt & Training Kit Branding | Until 2029 |
Who are the current main sponsors for Atletico Madrid?
Riyadh Air serves as the club's main front-of-shirt sponsor, and Nike holds kit supply rights.
These partnerships reflect the club’s strategy.
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