Projects

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.

New touchpoints that foster innovation between the club, the city and the entrepreneurial ecosystem.
Spaces where sport, entrepreneurship and technology come together to create real impact.

“Move Forward” launches its third edition with AI in the spotlight
Our internal innovation program is focused on developing talent and creating projects with practical applications for the club.
Atleti Lab and the City of Sport (Ciudad del Deporte), protagonists of the meeting organised by UEFA’s Innovation Hub in Madrid
The exclusive Tunnel Club of the Riyadh Air Metropolitano hosted a day of work and networking promoted by UEFA in which innovation representatives from UEFA, FIFA, National Federations and several clubs participated.
New Fan Light Show at the Riyadh Metropolitano
Without downloading any app. Just scan the QR code to become part of the show.
Atleti Lab launches its Pitch Days with a first meeting featuring startups from Madrid City Council’s innovation ecosystem
The City Council and our innovation department are collaborating under the agreement announced in April to promote innovation and entrepreneurship.
AI-Powered Content Production
Technology plays a key role in tackling the challenge of sharing the club’s daily story across different platforms.
Leveraging statistics with Google Gemini
Atleti Lab and Atleti Studios are working together to put new AI tools in the hands of the Club’s content creators.
Agreement with the Madrid city council to support innovation and entrepreneurship
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.
We enhance our service to Atlético fans with artificial intelligence
Introducing Atleti Bot, the new assistant available on atleticodemadrid.com
Virtual flight over the Riyadh Air Metropolitano and the city of Madrid
An immersive event that combined VR, sport and technology in order to offer fans an unforgettable experience.
Movistar Touch: Technology in the service of accessibility
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.

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