About us

Atleti Lab was created in order to increase the Club’s ability to reach its goals and to be at the forefront of the usage of service and fan-experience technology. As such, it works in conjunction with the various internal departments at the Club to identify key areas, in which technology can improve output.

Atleti Lab provides internal consultation and directly manages start-up processes by offering a range of services, from provider selection to further implementation.

The result is the co-creation of products, services or experiences, in collaboration with companies across the globe.

The Fan Token Experience from Socios.com comes to the club’s official app

Atlético de Madrid becomes the first team in the world to integrate a Socios.com space into its app. The Fan Token Experience offers fans the opportunity to access unique experiences through daily interaction.

Take a photo with our players thanks to augmented reality

Atleti Cam is an exclusive totem available at Club Telefónica in Cívitas Metropolitano on match days, allowing fans to take a photo with our players and receive it conveniently via email.

Filters take over our stadium’s video scoreboards

Our stadium was the first in Europe to launch this initiative, allowing fans to be the stars by sending their live video feed to our giant screens. Thanks to augmented reality, thematic filters are applied that change throughout the season.

Get to know ‘Move forward,’ the club’s internal innovation program

The Human Resources department and Atleti Lab jointly promote this initiative, whose main objective is to train club professionals in agile methodologies, promoting interdepartmental collaboration and facilitating the implementation of innovative projects.

5G Multicam: A real-time immersive experience inside the stadium

Atlético de Madrid and Telefónica have implemented a new immersive way to enjoy matches at Cívitas Metropolitano thanks to the capabilities of 5G and Virtual Reality. This pilot project, pioneering in football, was a main feature at the Mobile World Congress 2024.

Collaborate with us

We work with companies around the world to design experiences, products, and services that make a difference.