AlphaTauri Becomes Official Fashion Partner of Atlético de Madrid in Extension of Red Bull Collaboration.

Roger Hampel

Photo Credit: Atlético de Madrid

Atlético de Madrid has expanded its commercial partnership with Red Bull through a new agreement with AlphaTauri, the premium fashion brand owned by the Austrian energy drink and lifestyle group. The deal makes AlphaTauri the official provider of formal and travel attire for the club’s men’s and women’s first teams, as well as Atleti B.

The agreement follows Red Bull’s entry as a club sponsor earlier this year in a multi-year deal running through 2027. The AlphaTauri partnership is framed as a natural evolution of that relationship, now extending into the fashion and design space.

Scope and Strategic Positioning Atlético de Madrid AlphaTauri

Under the agreement, AlphaTauri will supply official outfits for matchday travel and institutional events, linking the club’s off-pitch visual identity to the brand’s minimalist, high-tech fashion philosophy. The move also reflects a broader trend of luxury and performance-wear brands entering club partnerships as part of long-term positioning plays.

Karl-Heinz Lauterbach, CEO of AlphaTauri, highlighted the alignment in values:

“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.”

While the financial terms have not been disclosed, the partnership is part of a growing model in football where non-endemic brands — particularly in lifestyle and fashion — seek alignment with high-visibility sports entities to reinforce brand identity across new markets.

Red Bull Ecosystem Integration

The agreement also signals deeper strategic alignment between Atlético de Madrid and Red Bull, beyond traditional sponsorship. Red Bull's involvement — already prominent in motorsport, extreme sports, and football via ownership of multiple clubs — now extends into styling, textile technology, and athlete representation through AlphaTauri.

Óscar Mayo, Atlético’s Chief Revenue and Operating Officer, framed the partnership as an example of layered collaboration:

“We’re delighted to strengthen our relationship with Red Bull and to explore new avenues with them, this time through their fashion brand, AlphaTauri. It shows that when a partner shares your spirit and ambition, barriers disappear and new opportunities for collaboration multiply.”