Riyadh Air's multi-year partnership with Atlético de Madrid, initiated for the 2023–24 season, marks a strategic alignment between two organizations committed to excellence and innovation. As the jersey sponsor, Riyadh Air's logo proudly adorns the front of Atlético de Madrid's men's first-team kits, signaling a significant leap in brand visibility on the global stage. But this sponsorship is not merely about visibility—it represents Riyadh Air's ambition to enhance awareness for the airline, improve brand positioning, and create deeper connections within Saudi Arabia (a key market for the club).

Brand Awareness

Atlético de Madrid has crafted a comprehensive strategy to maximize Riyadh Air's brand presence throughout the season. This plan extends beyond matchdays, leveraging premium TV visibility and digital assets around key match moments to ensure consistent brand exposure, resulting in 2.2 billion social media impressions and a TV audience of over 290 million people. 

Brand Positioning
Engaging a wide range of influencers from various sectors—who added another 60 million impressions—Riyadh Air's presence is felt not only within the football community but also at major non-football events, reinforcing its image as a versatile and forward-thinking brand. This strategic engagement allows Riyadh Air to tap into diverse audiences, expanding its reach beyond traditional sports fans.

‍Connection with Saudi Arabia

The partnership also emphasizes Riyadh Air's deep-rooted connection to Saudi Arabia. Atlético de Madrid has launched a Riyadh-based academy—which includes matches for academy teams in Saudi Arabia—to foster local talent and strengthen ties with the region. The creation of dedicated Arabic social media channels led to a significant increase in fan engagement, with 14 million additional interactions. This strategic focus on local engagement ensures that Riyadh Air resonates deeply with Saudi audiences, further solidifying its position within the region.

The impact of this partnership is clear, with 72% of Atlético fans holding a favorable opinion of Riyadh Air and nine out of 10 Saudi Arabia football fans valuing the collaboration. By intertwining its brand with one of Europe’s top football clubs, Riyadh Air has successfully enhanced its global presence while fostering a strong, positive connection with its core audience in Saudi Arabia. This partnership not only elevates Riyadh Air's brand but also showcases its commitment to being a prominent player in both the global aviation and sports industries.

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