Projects

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 tha match on a haptic tablet synced with the ball and enhanced by audio description.

The power of technology to enhance accessibility in the stadium
Tactile innovation and real-time narration in the service of inclusion

A new experience of Augmented Reality to surprise the sponsors that travel with the club
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.
The Fan Token Experience from Socios.com comes to the club’s official app
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.
Take a photo with our players thanks to augmented reality
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.
Filters take over our stadium’s video scoreboards
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.
Get to know ‘Move forward,’ the club’s internal innovation program
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.
5G Multicam: A real-time immersive experience inside the stadium
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.