• Atletico has held talks with several multinationals, according to 2Playbook
  • €50m Wanda Metropolitano naming rights deal expired on 30th June
  • LaLiga outfit extends sleeve sponsorship with Hyundai for 2022/23

Spanish soccer giants Atletico Madrid remain in talks with several companies over a new naming rights partnership for the club’s stadium, with financial services company Allianz among the brands linked with a deal, according to 2Playbook.

The Spanish outlet reports that Atletico had made ‘considerable progress’ with various brands, but ‘none has come to fruition’ so far.

Berlin-headquartered Allianz already has naming rights to the home of German soccer champions Bayern Munich, as well as the stadium of Italian heavyweights Juventus. The latter is part of a broader deal with the Serie A outfit worth approximately €103.1 million (US$108.5 million) until 2030.

Allianz also snapped up the naming rights for the redeveloped sports stadium at Sydney’s Moore Park in March.

Atletico’s previous stadium naming rights deal with Chinese conglomerate the Wanda Group, reportedly worth €50 million (US$52.6 million), expired at the end of the season. The firm had been the venue’s naming rights partner since it opened in 2017, meaning the deal equated to €10 million (US$10.5 million) per season.

2Playbook also reports that Atletico have renewed their sleeve sponsorship agreement with South Korean automotive manufacturer Hyundai for the 2022/23 campaign. The pair have been partners since 2018. Financial terms of the new arrangement were not disclosed, but when a one-year extension was agreed last year it was reportedly a worth around €5 million (US$5.3 million).

In May, it was reported Atletico were set to name cryptocurrency exchange platform WhaleFin as their name main shirt sponsor in a five-year deal worth more than €40 million (US$42.1 million) a year, replacing Plus500. Early this month, Atletico unveiled their 2022/23 kit, with the men’s shirt still without a main sponsor.