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

‘Move Forward’ is the internal innovation program jointly promoted by Human Resources and Atleti Lab, whose main objective is to train club professionals participating in agile methodologies, promoting interdepartmental collaboration and facilitating the implementation of innovative projects.

‘Move Forward’ is designed to foster a creative and continuously improving environment within the club, aligning employees with best practices in innovation. Training in agile methodologies allows participants to quickly adapt to changes and optimize their work processes, which is essential in the dynamic sporting and business environment in which the club operates.

As part of the program, professionals present their innovative projects to a jury composed of club executives and external experts. The selected projects receive the necessary support for their implementation, ensuring that innovative ideas become tangible realities that benefit the club and its community.

The success of the two editions of ‘Move Forward’ reflects not only the talent and dedication of Atlético de Madrid’s professionals but also the club’s commitment to innovation and continuous improvement

  • Work in multidisciplinary groups

  • The selected project will become a reality

A new experience of Augmented Reality to surprise the sponsors that travel with the club

The representatives of our partners who joined us on our first away trip in the European competition of the 24/25 season began the experience at home with a surprising invitation.

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 Riyadh Air 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.

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 Riyadh Air 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.