Atlético de Madrid Launches "Casa Atleti" Brand Experience in Los Angeles During Club World Cup.

Roger Hampel

Photo Credit: Atlético de Madrid

Atlético de Madrid has launched a multi-day brand activation in Los Angeles under the banner "Casa Atleti", coinciding with the club’s participation in the FIFA Club World Cup 2025. The initiative introduces a pop-up space designed to serve as a physical and experiential hub for fans and commercial engagement in the U.S. market.

Located in one of the key U.S. cities for global football marketing, Casa Atleti blends retail, entertainment, and fan outreach into a hybrid venue format that mirrors strategies increasingly used by European clubs expanding their presence abroad.

Commercial Format: Hybrid Space for Retail, Events, and Fan Engagement Atlético de Madrid Casa Atleti

Casa Atleti functions as a temporary physical venue offering:

• An official Atlético de Madrid merchandise store

• Watch parties for Club World Cup fixtures

• Meet-and-greet sessions with club legends

• Cultural events in partnership with local groups like Venice Beach F.C. and Saturdays Football

• A daily coaching symposium led by Atlético’s technical staff

• Post-match events, live music, and food experiences

  
  

The activation aims to create direct, high-frequency touchpoints with fans, going beyond the matchday to provide an immersive environment around the club’s identity.

Watch Parties and Programming

Several of the events — including watch parties for matches against Paris Saint-Germain, Seattle, and Botafogo — have already sold out, according to the club’s official site. In addition, the calendar includes themed evenings, surprise guest appearances, and tailored experiences for Atleti Red & White members, the club’s international fan membership platform.

There is also a focus on local integration: food, music, and community partners are incorporated into the programming to localize the club’s presence in Los Angeles.

Strategic Context: U.S. Market Activation

The Casa Atleti project fits into a broader commercial strategy by Atlético de Madrid to deepen engagement in the U.S. market — a key territory ahead of the 2026 FIFA World Cup. The activation builds on previous international campaigns and partnerships, while offering localized fan access points in a market that blends a strong Latino audience with a growing general-interest football demographic.

The initiative reflects an increasing trend in European club marketing — deploying event-based retail spaces to build brand presence in cities that hold commercial value but lack direct team access. Similar pop-ups have been seen in recent years from clubs like Real Madrid, Manchester City, and Bayern Munich in cities such as Miami, New York, and Tokyo.