An innovation marathon to respond to the challenges of our partners

With the launch of the first edition of the Hackathon of partners, Atleti Lab and the experiences division of the sponsorship department, have created a new melting pot to bring value to the brands that make up our commercial ecosystem.

An event lasting 12 hours involved professionals of the partners, the club and specialists in innovation working in small groups to answer to the concrete projects launched by the sponsors.

The result of this was a day of cooperation and work on which the theory and practice were founded with different types of dynamics to promote collaboration.

“We think that the talent of the professionals from Atlético de Madrid and that of the sponsors is a value that we can all benefit from in a concrete way, working on real projects, so we have created an event as a means of doing this by the side of professionals from the world of innovation”, indicated Alejandro Ugarrio Andrés, director of Atleti Lab and joint director of Desarrollo Digital del Atlético de Madrid.

For the sponsorship experiences manager, Martín Savulsky, the initiative has been a success: “Further to the individual relation with each partner, we want to enhance the advantages gained from belonging to an ecosystem of very important brands. To be able to speak with professionals from other sponsors, working on projects with a fresh view and in a creative environment is something which has made a huge difference”.