Atlético de Madrid Signs Mobility Partnership With Cabify.

Roger Hampel

Image: Atlético de Madrid

Atlético de Madrid has announced a new partnership with Spanish mobility company Cabify, which becomes the club’s Official Mobility Partner as part of a broader initiative aimed at improving matchday transport and fan access to the Riyadh Air Metropolitano.

The agreement covers both the men’s and women’s first teams and includes Cabify’s presence within the club’s future Ciudad del Deporte development project, the large sports and leisure complex planned around the stadium area in northeast Madrid.

Focus on Matchday Mobility and Fan Experience Atlético de Madrid

Under the agreement, Atlético supporters will have access to mobility promotions and activations connected to matchdays at the Riyadh Air Metropolitano. These initiatives are expected to include discounted rides, promotional campaigns, giveaways and other digital activations linked to the club’s match schedule.

For clubs with stadium capacities approaching or exceeding 60,000 spectators, transportation infrastructure has become a critical component of matchday operations. Partnerships with mobility platforms allow clubs to address access challenges while improving the overall visitor experience.

Integration With Atlético’s Long-Term Stadium District Strategy

The collaboration also extends beyond immediate matchday operations. Cabify will be integrated into Atlético’s long-term Ciudad del Deporte project, which aims to transform the area surrounding the Riyadh Air Metropolitano into a multi-purpose sports and entertainment district.

The development is designed to position the stadium environment as a year-round destination combining sport, leisure, commercial activity and community spaces. By incorporating mobility services into the project’s infrastructure planning, Atlético seeks to ensure that the venue can accommodate increased visitor traffic as the complex expands.

Executive Comments

Óscar Mayo, Atlético de Madrid’s General Director of Revenue and Operations, said the agreement addresses an important aspect of the matchday experience:

“We are fortunate to have the support of 70,000 fans every time we play at home. A key factor in their experience is transportation, and this partnership with Cabify allows us to make journeys to the stadium easier and more comfortable.”

Óscar Mayo also emphasised the role of the partnership within the club’s broader development plans:

“The alliance with Cabify goes beyond the present and will be a strategic pillar of the Ciudad del Deporte project, which aims to transform the area around the Riyadh Air Metropolitano into a major sports and leisure destination.”

Cabify Spain CEO Alberto González described the collaboration as a natural partnership between two organisations rooted in Madrid.