April 15 – Atletico Madrid have officially extended their long-standing kit deal with Nike in a landmark renewal that will carry the partnership through to the end of the 2034-35 season—pushing the collaboration beyond three decades.
As the club continue to set records for income, the extension with Nike will be worth a total of €300m. It doubles their income from their previous deal with Nike, which saw Atletico reportedly take in around €15m per season.
The extension cements one of European football’s most enduring technical partnerships, with Nike continuing to supply matchday kits, training apparel, and performance gear for both Atletico’s men’s and women’s teams. The US sportswear giant first signed on with Los Colchoneros in 2001, kicking off what would become a defining relationship during the club’s modern golden era.
The renewal comes with a shared ambition to “keep growing together,” according to the LaLiga club, as Atletico aims to stay competitive and commercially relevant. For Nike, the extension reaffirms its deep-rooted presence in Spanish football at a time when technical sponsorships are becoming increasingly performance-driven and brand-aligned.
Off the pitch, Atletico continue to flex their commercial muscle. In addition to the headline-grabbing stadium naming rights deal with Riyadh Air—now front-of-shirt sponsor and naming partner of the Riyadh Air Metropolitano—the club have secured deals with digital and gaming brands including Chilliz, Betano, and K8, building a robust sponsorship portfolio aimed at driving revenue growth and global fan engagement.
As LaLiga clubs increasingly turn to strategic brand alliances to offset uneven media rights revenues, Atletico’s long-term commitment with Nike is not just about shirts—it’s a statement of stability, consistency, and international appeal.
An Atletico statement on the Nike extension said: “Having signed this renewal, we’re looking to the future with that same spirit and ambition, which have united us since the start, in the hopes that we can continue to grow and face more challenges to come, starting with the Club World Cup in the USA this summer and the upcoming inauguration of the Ciudad del Deporte.”
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