Atletico de Madrid and Nike Extend Technical Partnership Through 2035.

Roger Hampel

Photo Credit: Atletico de Madrid

Atletico de Madrid has officially renewed its long-standing kit deal with Nike, extending the agreement until 2035. The new contract strengthens a partnership that began in 2001 and has evolved into one of the longest-running technical collaborations in elite European football.

A Partnership That Reflects Two Decades of Transformation

Since the start of the relationship over two decades ago, Atletico has undergone significant growth—both in terms of brand positioning and competitive achievements. The club has won 16 trophies during this period, including two LaLiga titles and six European honours. The women’s team has also lifted three league trophies, further reflecting the reach of the Nike partnership across both footballing departments.

This period also saw Atlético relocate from the Vicente Calderón to the new Cívitas Metropolitano stadium, while consistently qualifying for the UEFA Champions League group stage for the past twelve consecutive seasons—an achievement shared by only a handful of European clubs.

Strategic Value of a Long-Term Agreement Atletico de Madrid Nike

While the financial details of the extended contract have not been made public, such long-term partnerships typically include multi-channel licensing, merchandising rights, and global marketing campaigns. Extending the agreement until 2035 gives both parties planning security and ensures continued alignment as the club prepares for upcoming milestones, including its participation in the FIFA Club World Cup in the United States and the future inauguration of its Ciudad del Deporte project.

This renewed partnership allows Nike to maintain consistent brand exposure across domestic and international competitions, while Atlético secures access to the technical innovation and global retail infrastructure that Nike can offer.

Stability in a Changing Sponsorship Landscape

In a sponsorship market that increasingly favours short-term flexibility and performance-linked agreements, Atlético’s move to lock in a deal through the next decade stands out. The commitment reflects the club’s strategy of long-term brand positioning rather than purely seasonal campaign monetization.

At a time when clubs are under pressure to continuously innovate both on and off the pitch, having a globally recognized partner for another ten years simplifies decisions around merchandise strategy, international retail rollout, and content-driven brand extensions.

Beyond Kits: A Broader Brand Collaboration

This partnership has evolved beyond kit design. It now plays a key role in how Atletico presents itself globally, from lifestyle drops to youth engagement campaigns. As clubs increasingly position themselves as lifestyle and cultural brands, Nike’s backing supports this transition with design language, global visibility, and cross-industry recognition.

The renewed deal offers both sides the tools to adapt to market shifts, including the rise of direct-to-consumer retail, demand for limited-edition collections, and growing global interest in women's football.