Atleti Lab launches its Pitch Days with a first meeting featuring startups from Madrid City Council’s innovation ecosystem
Innovation and technological leadership are fundamental pillars for enhancing Atlético de Madrid’s activity across all areas. This vision goes beyond the club itself and extends to its relationship with all of its partners.
As part of this strategic collaboration, we hosted the first Pitch Day on 7 October. The event brought together startups from the municipal entrepreneurship centres, representatives of the innovation ecosystem and members from various club departments at the Tunnel Club of the Riyadh Air Metropolitano, with the aim of driving innovation in sport, sustainability and entrepreneurship.
Ángel Niño, Madrid City Council’s Delegate Councillor for Innovation and Entrepreneurship, highlighted the importance of this alliance, noting that “it aligns with municipal policies aimed at positioning Madrid as a national and European benchmark in innovation.” Meanwhile, Alejandro Ugarrio, Deputy Director of Digital Development and Head of Atleti Lab, emphasised that “doing things differently, understanding life differently, is part of who we are. It goes further — it becomes a strategic mindset embedded in our day-to-day work. Only by experimenting, getting things right or wrong, but always learning, can we be better prepared for today’s and tomorrow’s challenges.”
Throughout the event, companies such as Aygloo, Proteckthor, Horus ML, Wavext, EatCloud, Supergiz and Neotools presented their work in areas such as sustainability, health and sports performance, operations, accessibility and inclusion.