The Spanish football club, Atlético de Madrid, have announced a new partnership with AlphaTauri, the premium fashion brand founded by Red Bull, elevating the club’s off-pitch style.
This agreement has designated AlphaTauri as the official provider of formal and travel attire for Atlético de Madrid’s men’s and women’s first teams, as well as the Atleti B reserve squad.
This collaboration marks a significant expansion of Atlético de Madrid’s existing relationship with the Red Bull group. Earlier this year, Red Bull became an official energy drink sponsor for the club until June 2027. The AlphaTauri deal deepens this synergy, extending it into the realms of high-end fashion, cutting-edge design, and innovative textile technology.
Under the terms of the agreement, AlphaTauri will be responsible for outfitting the Atlético de Madrid teams for all official engagements, including travel to matches and institutional events. This ensures the club’s visual identity off the pitch aligns seamlessly with AlphaTauri’s core philosophy of “longevity, clarity, and function.”
Karl-Heinz Lauterbach, CEO of AlphaTauri, expressed enthusiasm for the partnership and said, “As a brand, we don’t follow trends. We design for longevity, clarity and function. Atlético de Madrid represents these same values in sport. Together, we’re setting a new standard.”
Echoing this sentiment, Atlético de Madrid’s Chief Revenue and Operating Officer, Óscar Mayo, added, “We’re delighted to strengthen our relationship with Red Bull and to explore new avenues with them, this time through their fashion brand, AlphaTauri, which will kit out our first teams and our men’s B team. It shows that when a partner shares your spirit and ambition, barriers disappear and new opportunities for collaboration multiply.”
While the financial details of the agreement were not disclosed, this partnership highlights a growing trend in professional sports. Leading clubs are increasingly aligning with global lifestyle and fashion brands to further enhance their international presence and brand appeal. This collaboration signifies a powerful blend of elite sports with innovative design and a shared commitment to excellence.
AlphaTauri is the premium fashion brand established by Red Bull, renowned for its innovative designs, high-quality materials, and functional fashion. With a strong focus on integrating technology into clothing, AlphaTauri creates collections that seamlessly combine style with performance.
Club Atlético de Madrid is a Spanish professional football club based in Madrid, competing in LALIGA. The club boasts an impressive trophy cabinet, including 11 Liga titles, 10 Copa del Rey titles, and three UEFA Europa League titles, among other domestic and international honours. Known for its passionate fan base and distinctive identity, Atlético de Madrid remains a leading force in European football.
