Atlético Madrid Extend Lucrative Deal With Nike Until 2035

Spanish soccer side Atlético Madrid has announced an extended collaboration and sponsorship deal with global sportswear brand Nike, taking their contract to another decade by extending to 2035.

“The world’s leading sports brand and our club have signed a new long-term agreement that reinforces the spirit that brought us together almost 25 years ago and the ambition to continue growing together,” the club confirmed in a statement on their website on Thursday morning.

Journalist Rubén Uría reported on X that the deal will make Atlético Madrid the third biggest collaboration with Nike behind FC Barcelona and Paris Saint-Germain, with an income worth three times the previous deal.

El Economista had reported that the existing deal, set to run until 2026, brought in sponsorship funds of €10 million ($11.03 million), while the same report claimed that Real Madrid bring in €42 million ($46.3 million) per year from Adidas, while FC Barcelona earn €105 million ($115.8 million) per season from Nike.

The news means that Atlético Madrid can compete with their domestic and continental rivals across Europe ahead of the FIFA Club World Cup which will begin this summer in the United States.

Atlético Madrid began working with Nike in 2001

Nike began working with Atlético Madrid in 2001, when the club were in Segunda División for the second successive season following their relegation at the turn of the milennium. Since then, the club has returned to the top flight, climbed up the table and have become serious contenders in the Spanish soccer circle.

Since working together with Nike, Atlético has won 16 titles, including two league triumphs in 2013/14 and 2020/21 with the men’s team, and three league championships with the women’s team.

The collaboration followed a three-year deal with Reebok between 1995 and 1998, after 12 years of working with Puma during the 1980s. This extension is also set to make Nike the longest collaborator with Atlético, surpassing the 30 years during which Spanish firm Deportes Cóndor produced Atlético’s kits between 1950 and 1980.

Fan reaction to the announcement

Nike has drawn criticism for breaking away with the club’s traditional red and white stripes, with innovations including curved or wavey stripes, faded designs and introducing blue stripes into the jersey.

“It’s a deal that benefits the club financially and looks towards the future and modernity, but every year, we Atlético fans ask ourselves: is such a modern design really necessary?” club member Daniel Sánchez told me, as reaction from fans to the news was mixed between seeing the financial benefits, but disappointed at the decision to continue with Nike following years of disappointing designs for jerseys.

“We all long for something as simple as Puma’s 90s kits—red and white stripes and an elegant collar. That’s it. No curved stripes, no double stripes, or strange inventions,” he continued, before adding that, “the defining symbols of a club shouldn’t be played with”.

However, some fans remain positive about the extended deal. The club introduced a jersey review process with elected fans to share their opinions on different options ahead of the 2024/25 campaign, which is helping to improve relations on a subject which is close to the hearts of many Atlético fans.