Atlético de Madrid Integrates 160,000 Member Names Into Riyadh Air Metropolitano Fan Experience.

Roger Hampel

Image: Atlético de Madrid

Atlético de Madrid has introduced a new personalised stadium activation at the Riyadh Air Metropolitano, integrating the names of more than 160,000 club members into the tunnel area leading onto the pitch.

The initiative forms part of the club’s wider effort to expand supporter experience inside the stadium through digital infrastructure and personalised engagement formats connected to the Atleti Tour & Museum programme.

Stadium Experience Built Around Member Identity Madrid

The activation uses two large LED screens positioned inside the players’ tunnel to display the names, surnames and membership numbers of Atlético supporters.

The installation is visible during stadium tours and has been designed to create a direct visual connection between supporters and the matchday environment normally reserved for players.

The club has also added an individualised experience for members visiting the stadium. After scanning a QR code, supporters receive access to a timed digital sequence displaying:

• their name

• membership seniority

• personalised club messages

• selected moments connected to their history as Atlético members

The concept introduces a more data-driven and personalised layer to the traditional stadium tour experience.

Football Clubs Continue Expanding Personalised Fan Experiences

Across football, clubs are increasingly using digital infrastructure inside stadiums to create customised interactions linked to supporter identity and loyalty.

Personalisation has become a growing focus within fan engagement strategy, particularly as clubs look to strengthen long-term emotional connection with season-ticket holders and members.

In Atlético’s case, the activation directly links membership identity with one of the most symbolic areas inside the stadium — the tunnel leading onto the pitch.

The project also reflects the increasing overlap between stadium operations, fan engagement and digital technology within modern football business models.