Atlético de Madrid have expanded their fan engagement and venue commercialisation strategy by naming global live entertainment discovery platform Fever as their official ticketing and fan experience partner in a five-year agreement focused on the Riyadh Air Metropolitano.
The partnership deepens the existing relationship between the two organisations and aims to enhance the end-to-end supporter journey while strengthening Riyadh Air Metropolitano‘s position as one of Europe’s premier multi-purpose entertainment venues. The agreement also reflects Atlético’s continued investment in digital infrastructure and fan-focused technology as the club seeks to maximise the commercial potential of its home beyond matchdays.
As part of the collaboration, Fever will power the distribution of a wide range of experiences hosted at the stadium, including first-team matches, stadium tours, museum visits, concerts and other live entertainment events. These offerings will be integrated into the venue’s new digital platform, providing fans with a streamlined ticket purchasing and discovery experience while enabling the club to better connect supporters with its expanding calendar of events.
Beyond ticketing, Fever will utilise its technology and global discovery platform to increase audience reach, drive demand and optimise revenue opportunities across the Riyadh Air Metropolitano. The partnership is expected to strengthen Atlético’s ability to monetise its venue throughout the year, supporting a broader strategy of transforming the stadium into a year-round destination for sport, entertainment and cultural experiences.
Atlético de Madrid’s Chief Revenue and Operations Officer, Óscar Mayo, said, “This long-term collaboration with Fever will allow us to continue raising the standard of the experiences we offer our fans at the Riyadh Air Metropolitano. We are delighted to work together to further improve the satisfaction of Atleti supporters with their stadium, which is their home.”
Rocío Trujillo, Fever’s General Manager for Southern Europe, added, “The Riyadh Air Metropolitano is much more than a stadium. It is one of Europe’s leading entertainment venues and a clear example of how major venues are evolving around the world. We are thrilled to take this step alongside Atlético de Madrid and help expand the reach, visibility and experiences that take place in this unique space.”
The agreement underscores the growing convergence of sport, technology and live entertainment, with clubs increasingly partnering with digital platforms to modernise ticketing, unlock new revenue streams and deliver more personalised fan experiences. For Atlético de Madrid, the collaboration represents another step in their long-term vision of positioning the Riyadh Air Metropolitano as a world-class entertainment hub capable of generating value well beyond the football calendar.
