Atlético de Madrid Launches Atleti Lab Pitch Days to Strengthen Innovation Ecosystem in Madrid.

Roger Hampel

Image: Atlético de Madrid

Atlético de Madrid has launched the first edition of Atleti Lab Pitch Days, an initiative designed to foster collaboration between the club, the City of Madrid’s innovation ecosystem, and emerging startups. The event took place on October 7 at the Tunnel Club of the Riyadh Air Metropolitano, bringing together representatives from the city council, technology entrepreneurs, and various club departments.

A Strategic Partnership for Urban Innovation Atlético de Madrid Atleti Lab

The Pitch Days are part of the collaboration formalized earlier this year between Atleti Lab, Atlético’s internal innovation department, and the General Directorates for Innovation and Entrepreneurship of the Madrid City Council. The partnership aims to promote technological innovation and entrepreneurship in Madrid, aligning the club’s forward-looking strategy with the city’s efforts to position itself as a European hub for innovation and technology.

Ángel Niño, Madrid’s Councillor for Innovation and Entrepreneurship, emphasized the importance of the collaboration:

“This alliance fits within municipal policies focused on positioning Madrid as a national and European reference point in innovation.”

From the club’s side, Alejandro Ugarrio, Deputy Director of Digital Development and Director of Atleti Lab, noted that experimentation and adaptability are central to Atlético’s approach:

“Doing things differently is part of our identity and has become a strategic mindset. By trying, succeeding, or failing, but always learning, we prepare better for the challenges of the present and the future.”

Startups Showcasing Innovation in Sport and Sustainability

During the event, seven startups—Aygloo, Proteckthor, Horus ML, Wavext, EatCloud, Supergiz, and Neotools—presented their projects. The companies focus on key areas such as sustainability, health and athletic performance, operations, and accessibility and inclusion.

These presentations aimed to explore how cutting-edge solutions can be applied to the sports industry, addressing both performance optimization and environmental impact while also aligning with Atlético de Madrid’s broader commitment to innovation, inclusion, and sustainability.

Atleti Lab’s Role in Atlético’s Innovation Strategy

Created as part of Atlético de Madrid’s long-term digital transformation plan, Atleti Lab acts as a platform for collaboration between the club and external innovators. The initiative seeks to identify practical applications for emerging technologies across areas such as fan engagement, venue operations, data analytics, and sustainable development.