The City Council and our innovation department are collaborating under the agreement announced in April to promote innovation and entrepreneurship.

We joined forces with Telefónica and LALIGA to launch a pioneering in-stadium experience that allows fans to follow the match on a haptic tablet synced with the ball and enhanced by audio description.

Atleti Lab and Atleti Studios are working together to put new AI tools in the hands of the Club’s content creators.

Following this new deal, Atleti Lab, the Club’s department dedicated to innovation, will collaborate with the General Directorate of Innovation and the General Directorate of Entrepreneurship of the Madrid City Council.

Introducing Atleti Bot, the new assistant available on atleticodemadrid.com

An immersive event that combined VR, sport and technology in order to offer fans an unforgettable experience.

Technology plays a key role in tackling the challenge of sharing the club’s daily story across different platforms.

The club continues to invest in creating experiences designed for Atlético fans to enjoy like never before at the Riyadh Air Metropolitano. Both inside and outside the stadium, events and activations of all kinds take place.

The Hackathon of partners has been born, a new meeting point which reunites sponsors, club professionals and specialists in innovation at the Riyadh Air Metropolitano.

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.