The third edition of ‘Move Forward’ had AI as the protagonist
Atleti Lab, in collaboration with Atlético de Madrid’s Human Resources department and Grupo UAX, the club’s academic partner, has successfully closed the third edition of ‘Move Forward’, the internal innovation training program aimed at developing the talent of the rojiblanca entity.
The program kicked off at the Tunnel Club of the Riyadh Air Metropolitano with an inaugural event that included a round table on technology and its real-world application in corporate environments, featuring Israel Macià, founder and CEO of Indoorwall Climbing Gyms, and Juan Luis Moreno, partner & managing director at The Valley Business & Tech School, Grupo UAX’s business school.
In this third edition, Artificial Intelligence was the absolute protagonist. Over four intense months of work, 24 employees from different areas of the club formed interdisciplinary teams to identify and develop technological solutions aimed at generating a real competitive advantage for the entity. Accompanied and guided by the Grupo UAX team, participants’ journey ranged from the first inspiration and conceptualization sessions at The Valley’s headquarters to the definition and finalization of their proposals. The projects developed addressed four strategic challenges:
- Sustainability and responsible use of resources through AI
- Intelligent exploitation of club data
- Improving the fan experience through AI
- Optimization of internal processes and operational efficiency
The finishing touch of the program took place at the Riyadh Air Metropolitano Auditorium, where the teams presented their final pitches before a jury of experts made up of executives from Atlético de Madrid, Grupo UAX, and leading innovation and technology companies such as LALIGA and Google. Following deliberation, the proposal focused on Sustainability and responsible use of resources through AI was declared the winning project of this edition. The selected solution will be rolled out by Atlético de Madrid starting in the 2026/27 season.
With the closing of this third edition, ‘Move Forward’ has consolidated its role as a key pillar in the club’s strategy, reaffirming Atlético de Madrid’s commitment to digital transformation, sustainability, and results-oriented innovation.