Atlético Madrid enlists Sportfive to tackle new markets

La Liga club Atlético de Madrid has appointed the Sportfive agency to boost its presence in the Chinese and North American markets.

The firm will work with Atlético on its international strategy, digital audience development, brand amplification and fan engagement, along with commercial sales and product development. 

“As a leading sports marketing agency with a vast experience and tangible track record in European football, we expect that this strategic alliance will help us to keep on growing and developing our brand and business internationally, with a special focus in the key regions [such] as China and North America,” stated Íñigo Aznar, Chief Commercial Officer at Atlético de Madrid.

The agency, which has bases in New York, Shanghai, Hamburg, along with Barcelona and Madrid, will bring in a dedicated team fully integrated in the agency’s global structure and based in its offices.

Robert Müller von Vultejus, Chief Growth Officer at Sportfive, added: “Sportfive is very excited about this comprehensive partnership between two leading organisations in the world of sports.

“Atlético de Madrid has a vast global fanbase and strong and unique brand values, on which we want to build on in this cooperation. Together, we want to push boundaries on engaging international sports fans and create an exciting platform for brands and partners.”

Most recently, Sportfive was mandated by the Spanish Football Federation (RFEF) to commercialise the Spanish national team’s assets and sponsorship rights. Using the firm’s links, the RFEF launched its own Weibo account on the Chinese social media platform to boost engagement in the region.