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.

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.

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.

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.

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.

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.