DAZN Bet has signed a sponsorship agreement with Atlético de Madrid, expanding its presence in Spanish football through fan activations, exclusive experiences and promotional campaigns.

Atlético de Madrid has announced DAZN Bet as a new official sponsor, strengthening the betting operator's presence in Spanish football and extending the commercial activities of the wider DAZN group.

The agreement, announced on 15 October 2026, will see DAZN Bet work with the LaLiga club on a series of initiatives designed to engage supporters both during and beyond matchdays.

The partnership will combine brand visibility, content and fan-focused activations, including prize draws and experiences intended to bring Atlético supporters closer to the team.

Both organisations have positioned the agreement as a collaboration that goes beyond traditional sponsorship exposure, with an emphasis on creating additional opportunities for supporters to interact with the club.

The financial terms and precise duration of the agreement have not been disclosed, although Atlético has indicated that the partnership will extend across multiple seasons.

DAZN Bet expands its presence in Spanish football

The agreement represents another step in DAZN Bet's efforts to establish itself within Spain's competitive sports betting market.

As part of the wider DAZN ecosystem, the betting brand benefits from an association with a company already well established in sports broadcasting and digital entertainment.

Partnering with Atlético de Madrid gives DAZN Bet a direct commercial relationship with one of Spain's most recognisable football clubs.

Atlético competes in LaLiga and has an established international following, providing the operator with opportunities to reach supporters both domestically and abroad.

For DAZN Bet, the sponsorship also creates a platform for marketing initiatives that connect its brand with the experience of following live football.

Rather than relying exclusively on conventional advertising, the partnership will include content and promotional activities linked to the club's supporters.

The agreement reflects DAZN Bet's ambition to strengthen its position in Spain while maintaining a connection to the broader DAZN sports entertainment business.

Fan experiences at the centre of the agreement

A central element of the sponsorship will be the development of prize draws, exclusive experiences and other fan engagement initiatives.

According to Atlético de Madrid, these activities will be designed to bring supporters closer to the team and enhance the matchday experience.

The club has not yet provided a detailed schedule of activations or confirmed which experiences will be available to fans.

However, the announcement makes clear that the partnership will involve more than the placement of DAZN Bet branding across the club's commercial channels.

Content and promotional campaigns will form part of the agreement, giving both organisations opportunities to engage supporters throughout the football season.

The emphasis on experiences also aligns with Atlético's wider objective of maintaining relationships with fans outside the 90 minutes of a match.

For the betting operator, these initiatives provide opportunities to build brand recognition through activities associated with the club.

DAZN Bet targets stronger brand recognition

Elicia Martinez, Country Director of DAZN Bet Spain and Latin America, welcomed the agreement and highlighted the commercial potential of working with Atlético.

"We are extremely excited to begin this new chapter with Atlético de Madrid," Martinez said.

She described Atlético as a club with a distinctive identity, a strong community and international appeal.

According to Martinez, DAZN Bet wants to develop a partnership that extends beyond conventional brand exposure.

The company intends to create initiatives that offer additional value to supporters while strengthening its presence in the Spanish market.

Martinez also emphasised the relationship between DAZN Bet's local ambitions and the wider international DAZN business.

Her comments suggest that the sponsorship will form part of a broader strategy to develop DAZN Bet's identity within the sports entertainment sector.

Atlético's established fanbase and regular involvement in major domestic and European competitions provide a recognisable setting for those activities.

Atlético welcomes new commercial partner

Atlético de Madrid has also highlighted the role of the agreement in developing its relationship with supporters.

Óscar Mayo, the club's Director of Revenue and Operations, described DAZN Bet as an important addition to Atlético's commercial partnerships.

"We are very pleased that DAZN Bet has become a new and important partner in our mission to bring the team even closer to the millions of Atlético fans," Mayo said.

He explained that the club wants to introduce new experiences allowing supporters to engage with Atlético beyond matchdays.

Mayo also pointed to DAZN Bet's experience within sports entertainment as a reason for the partnership.

The club believes that the operator can contribute to the development of new fan-focused activities over the coming seasons.

For Atlético, the agreement adds another commercial partner to its sponsorship portfolio while providing opportunities to introduce additional supporter initiatives.

Another football partnership for the DAZN ecosystem

The sponsorship is also notable because of DAZN's wider involvement in the football industry.

DAZN is primarily recognised as an international sports streaming platform, with broadcasting rights and commercial relationships across several major sporting competitions.

DAZN Bet operates within that wider ecosystem, extending the group's activities into the sports betting sector.

The Atlético agreement illustrates how the betting brand is pursuing its own commercial partnerships with major football properties.

While DAZN's broadcasting business connects with audiences through live sports coverage, DAZN Bet is developing relationships through sponsorship and promotional activity.

These are separate commercial activities, but they reflect the group's broader involvement in different parts of the sports industry.

The partnership with Atlético gives DAZN Bet a direct association with a leading European football club, rather than relying solely on its connection to the DAZN name.

It also demonstrates how betting operators continue to use football sponsorships to establish their brands in competitive markets.

Betting sponsorship remains part of Spanish football

The agreement comes at a time when gambling sponsorship remains a closely monitored area of European football.

Different countries have introduced varying restrictions on betting advertising and commercial partnerships with sports organisations.

Spain has its own regulatory framework governing gambling marketing, meaning promotional activities must operate within the applicable advertising and consumer protection rules.

The announcement from Atlético does not specify the exact branding placements or advertising inventory included in the agreement.

It also does not disclose whether DAZN Bet will receive stadium advertising, digital inventory or other traditional sponsorship assets beyond the fan engagement initiatives described.

For now, the confirmed focus is on brand awareness, content and experiences for Atlético supporters.

Further details about individual campaigns and activations are expected to determine how the partnership will appear throughout the season.

Partnership set to develop over coming seasons

The agreement provides DAZN Bet with an opportunity to strengthen its presence in Spain through an established football club with a substantial domestic and international following.

For Atlético de Madrid, it introduces another commercial partner focused on developing experiences and promotional initiatives for supporters.

Both organisations have emphasised the importance of creating activities that extend beyond conventional sponsorship visibility.

Although the financial terms and specific activations have not yet been announced, the partnership is expected to continue over multiple seasons.

The next step will be the introduction of the first DAZN Bet initiatives for Atlético supporters, providing a clearer indication of how the two organisations intend to develop the collaboration.

Source: Atlético de Madrid