Atlético de Madrid Partners With Netflix for Peaky Blinders Matchday Activation.

Roger Hampel

Image: Atlético de Madrid

Atlético de Madrid has announced a promotional partnership with Netflix centred around the launch of the upcoming Peaky Blinders movie, expanding the universe of the globally popular television series.

The collaboration will be activated during Atlético’s upcoming LaLiga fixture against Getafe at the Riyadh Air Metropolitano, turning the matchday environment into a themed promotional platform connected to the film’s release.

The initiative highlights the increasing overlap between sports marketing, entertainment franchises and live stadium experiences, with football clubs increasingly serving as distribution channels for entertainment industry campaigns.

Matchday Activation at Riyadh Air Metropolitano Netflix

As part of the collaboration, several Atlético players — including Koke, José María Giménez, Antoine Griezmann, Alexander Sørloth and Ademola Lookman — have participated in a short promotional film set within the Peaky Blinders universe.

The video will be distributed across both Atlético de Madrid and Netflix digital platforms.

The main activation will take place during the club’s match against Getafe, when fans attending the game will encounter Peaky Blinders-themed experiences across multiple areas of the stadium.

Pre-match activations are planned in the Fan Zone at the Riyadh Air Metropolitano, where supporters will encounter themed installations inspired by the fictional Shelby family. The first-team squad will also arrive at the stadium in vintage vehicles accompanied by actors portraying members of the Peaky Blinders gang, reinforcing the cinematic theme.

Entertainment Production Inside the Stadium

The collaboration will also include a halftime show combining lighting and sound effects, designed to recreate the aesthetic of the Peaky Blinders universe for spectators inside the stadium. In addition, two VIP hospitality suites inside the stadium’s premium ring will be temporarily transformed into a themed environment inspired by The Garrison Pub, the fictional bar that plays a central role in the series.

These hospitality areas will recreate early 20th-century Birmingham settings linked to the show’s narrative.