The Spanish football club, Atlético de Madrid, have announced the renewal and expansion of their partnership with EA SPORTS, reinforcing a collaboration that has been in place since 2017.
The agreement continues the Spanish club’s association with one of the world’s leading interactive entertainment brands and aligns with the upcoming global launch of EA SPORTS FC 26 on 26 September 2025.
The extended deal will see Atlético and EA SPORTS deliver exclusive digital content and fan-focused activations designed to deepen connections between supporters and the FC franchise. Initiatives will range from immersive marketing campaigns and creative storytelling to in-game features aligned with the club’s identity.
A recent activation highlighted this strategy at the Riyadh Air Metropolitano during Atlético’s fixture against Villarreal. In partnership with EA SPORTS and LALIGA, the club revealed its official player ratings for EA SPORTS FC 26 by projecting them onto the pitch using a laser system, a striking example of how physical and digital fan engagement can merge.
Atlético officials emphasised that the collaboration aims to go beyond sponsorship visibility, focusing on delivering unique experiences for fans. For EA SPORTS, Atlético represents a key partner in ensuring authenticity within the FC franchise and strengthening ties with leading European clubs.
The renewal also aligns with EA’s wider expansion in football. Earlier this month, Electronic Arts confirmed a multi-year global licensing agreement with UEFA that brings the UEFA Women’s Champions League and the UEFA Women’s EURO into the EA SPORTS FC series for the first time. The move underlines the publisher’s commitment to women’s football and adds two of the sport’s most prestigious tournaments to its portfolio, further enhancing the authenticity and reach of the franchise.
Atlético continues to expand its commercial footprint beyond gaming. Recent sponsorship agreements have included Moneta Markets, AlphaTauri, Nike, Red Bull, and LG Electronics, reflecting the club’s growing portfolio of global partners.
On the sporting front, Los Rojiblancos have endured a challenging start to the LALIGA season. After five matches, they sit 12th with six points, recording one victory, three draws, and one defeat. Key fixtures against Rayo Vallecano, Real Madrid, and RC Celta de Vigo await before the international break, while in the UEFA Champions League, Atlético is preparing for a group-stage test against Eintracht Frankfurt.
Atlético de Madrid’s renewed alliance with EA SPORTS, set against the backdrop of UEFA’s expanded licensing partnership, reinforces the growing convergence of football, gaming, and global entertainment, ensuring fans remain connected to the sport in both stadiums and the digital arena.
