Atlético de Madrid and Hyundai Extend Sponsorship Through 2027.

Roger Hampel

Photo Credit: Atlético de Madrid

Atlético de Madrid and Hyundai have renewed their partnership through 2027, building on a commercial relationship that began in 2018. Under the extended deal, the Korean automotive brand becomes the club’s Official Mobility Partner, with a stronger focus on electric vehicle use, environmental engagement, and institutional alignment.

Operational Assets: EV Fleet and Stadium Integration

Hyundai will provide a fleet of electric and hybrid vehicles for Atlético’s men’s and women’s first teams, as well as the coaching and operations staff. In addition, the company will receive sponsorship visibility in selected areas of the Riyadh Air Metropolitano, including designated EV charging points — a move that ties brand exposure directly to operational sustainability.

The Hyundai logo will also remain on the club’s training kits, continuing a branding position it has held throughout the seven-year partnership.

Strategic Comments: Mobility Beyond Marketing Atlético de Madrid Hyundai

Elena Fris, Marketing Director at Hyundai Motor España, commented on the renewal:

“This collaboration isn’t about cars or football: it’s about our desire to move, live and advance together. Alongside Atlético de Madrid, we are working to secure a future in which mobility is more rational and respectful of the environment.”

The statement underlines Hyundai’s intent to frame its presence in football around values of environmental responsibility rather than conventional product marketing.

On the club’s side, Óscar Mayo, Atlético’s Chief Revenue and Operations Officer, highlighted the long-term nature of the partnership:

“We’re happy and proud to be continuing this seven-year journey with Hyundai at our side. This agreement is a step forward for us towards more responsible and sustainable mobility.”

Community Initiatives and Fan Engagement

The renewed sponsorship model will also include a set of non-matchday activations, such as school programs promoting sustainable mobility, and initiatives involving the club’s youth academy. These community-facing elements indicate a broader shift in sponsorships — increasingly expected to deliver on social impact and not just brand exposure.

Hyundai is also expected to activate fan experiences tied to sustainable lifestyle themes, though full activation details have yet to be disclosed.