DAZN Bet becomes official betting sponsor of Atlético de Madrid

DAZN Bet announced on 16 October 2026 a multiyear agreement with Atlético de Madrid and will become the club’s official betting sponsor for the coming seasons. The alliance identifies DAZN Bet as the official partner in the betting category and foresees joint activations aimed at supporters.

Details of the agreement and timeline

The agreement is multiyear and positions DAZN Bet as the "official betting sponsor" of Atlético de Madrid, according to the club statement and the DAZN Bet press release published on 16 October 2026. The contract will bind both parties for several seasons; the note does not specify the exact duration in years but indicates an intention to run continued initiatives throughout the period.

The alliance will integrate the DAZN Bet brand into club activities and supporter experiences, focusing on prize draws and events designed to "bring fans closer to the team and complement the matchday experience".

Commercial and strategic objectives for DAZN Bet in Spain and Latam

DAZN Bet frames the sponsorship as part of its growth strategy in Spain and its development within the global DAZN ecosystem. Elicia Martinez, Country Director of DAZN Bet Spain and Latam, said the company is "very excited to begin this new stage with Atlético de Madrid" and stressed the intention to go "well beyond brand visibility".

"We want to develop initiatives and experiences that provide value to supporters and, at the same time, continue consolidating DAZN Bet’s presence in Spain as part of DAZN’s global ecosystem," Elicia Martinez said.

The statement links the commercial betting activity to DAZN’s international reach in sports entertainment, without detailing investment metrics, rights, or specific economic activations.

Planned content and experiences for supporters

The sponsorship contemplates carrying out promotional actions tied to the club. DAZN Bet will run prize draws and experiences related to Atlético de Madrid intended to bring fans closer to the team and to complement the matchday experience.

The initiatives mentioned in the note include:

• exclusive prize draws for Atlético de Madrid supporters;

• in-person or digital experiences linked to matches;

• activations that seek to expand interaction between the betting brand and the rojiblanco community.

The official text emphasizes the priority of generating value for the supporter base, without detailing the mechanics of the prize draws, participation criteria or concrete schedules.

Atlético de Madrid reaction and partner fit

Óscar Mayo, Managing Director of Revenue and Operations at Atlético de Madrid, expressed his satisfaction at counting DAZN Bet as a "new and important travel companion." Mayo said the club aims to "bring the team ever closer to the millions of rojiblanco supporters" through "cutting‑edge experiences" that go beyond the ninety minutes of a match.

"Given its extensive and proven experience in sports entertainment, DAZN Bet is the perfect partner to join us in the coming seasons," Óscar Mayo said.

The club presents the sponsorship as a tool to amplify its relationship with supporters and to diversify matchday experiences; no contractual details were provided about exclusivities on channels, shirt presence or other commercial inventory.

Implications for the betting market and suppliers

The operation is relevant to the evolution of the Spanish sports betting market, where the entry of brands linked to sports content operators creates new collaboration dynamics between streaming platforms, bookmakers and clubs. DAZN Bet ties its commercial offering to Atlético de Madrid’s sports brand and DAZN’s international content network.

For suppliers and operators in the ecosystem, the agreement suggests opportunities in areas such as brand activations, user‑experience technology and solutions for prize draws and fan engagement. Operational and commercial details will determine the real scope of those opportunities.

What comes next and editorial coverage

Both DAZN Bet and Atlético de Madrid have presented the agreement as the start of a collaborative phase with activations scheduled across several seasons. The statements do not disclose figures or the exact contract length, so attention will focus on the club’s upcoming campaigns and brand communications to identify advertising investment, presence in commercial inventory and the mechanics of fan experiences.

Editorial follow‑up: we will monitor the first activations announced by DAZN Bet and Atlético de Madrid during the season and assess how the commercial proposition is articulated with Spanish rules on gambling advertising and sports sponsorship. We will also cover any contractual details the parties publish in subsequent releases.