Atlético de Madrid and Mahou San Miguel: A Strategic Partnership Extended to 2035

In the dynamic world of sports sponsorships, longevity is a testament to value, strategy, and mutual respect. Atlético de Madrid's recent extension of its sponsorship agreement with Mahou San Miguel until 2035 exemplifies such a resilient partnership. This collaboration, which has now been fortified for over 50 years, serves as a strategic pillar for both entities, underscoring the synergy between sports and commercial enterprise.

The announcement, made on March 24, 2025, was attended by prominent figures including Atlético de Madrid's President Enrique Cerezo and CEO Miguel Ángel Gil, alongside Mahou San Miguel's CEO Eduardo Petrossi. Their presence highlighted the significance of this agreement not just as a continuation of a sponsorship, but as a renewed commitment to shared values and ambitions. Cerezo emphasized the historical depth of their relationship, built on trust and mutual respect, which has weathered the tests of time in an ever-evolving marketplace.

Moreover, this agreement marks a milestone with Mahou San Miguel becoming the first official sponsor of the future Ciudad del Deporte, a visionary project surrounding the Riyadh Air Metropolitano. This move strategically positions Mahou San Miguel at the heart of Atlético’s future developments, promising brand visibility and engagement that aligns with the club’s growth trajectory. Petrossi's remarks reflected a profound connection not only between the two brands but also with the city of Madrid itself, highlighting how their intertwined stories resonate with the community and fans alike.

From a market perspective, the extension of this sponsorship agreement represents a strategic alignment of interests. For Atlético de Madrid, it ensures a stable and long-term partnership that can support its financial and developmental goals. For Mahou San Miguel, it provides a robust platform to enhance brand loyalty and presence among a passionate fan base. This partnership is an exemplar of how sports teams and brands can leverage their historical ties and mutual benefits to craft enduring and valuable relationships.