Atlético Madrid and Mahou San Miguel: A Sponsorship Built on Legacy and Future Vision

In a move that underscores the enduring strength of strategic partnerships in sports, Atlético de Madrid has announced the extension of its sponsorship agreement with Mahou San Miguel until 2035. This extension marks a significant milestone in a relationship that has spanned over five decades, providing a robust foundation for both entities to navigate the evolving landscape of sports sponsorship. The announcement, made on March 24, 2025, featured prominent figures such as Atlético's President Enrique Cerezo, CEO Miguel Ángel Gil, and Mahou San Miguel's CEO Eduardo Petrossi, highlighting the collaboration's importance to both parties.

The partnership's longevity is not merely a testament to past success but a strategic alignment of shared values and visions for the future. As these two entities have celebrated victories and overcome challenges together, their relationship has become a model of mutual respect and trust. This extension is a bold statement in an era where sports clubs continuously seek financially viable and brand-enhancing alliances.

Importantly, this renewed agreement designates Mahou San Miguel as the first official sponsor of the future Ciudad del Deporte around the Riyadh Air Metropolitano. This move not only elevates Mahou San Miguel's brand exposure but also aligns them with Atlético's ambitious infrastructure plans, signaling a shared commitment to growth and innovation.

The strategic implications of this partnership are profound. By securing a long-term agreement, Atlético ensures financial stability and brand consistency, which are crucial in maintaining competitive performance on and off the field. For Mahou San Miguel, the association with a globally recognized football club enhances its market visibility and reinforces its position as a leader in the beverage industry.

In conclusion, the extension of the Atlético de Madrid and Mahou San Miguel sponsorship agreement is more than just a business transaction. It is a reflection of shared history, collective ambition, and a forward-looking vision that promises to deliver value to both parties for years to come. As the sports world continues to evolve, such partnerships will be pivotal in shaping the future landscape.