Spanish football club Atlético de Madrid has launched a new personalised fan activation inside the Riyadh Air Metropolitano, integrating the names of more than 160,000 club members into one of the stadium’s most iconic areas — the players’ tunnel.
The initiative is part of Atlético’s broader strategy to enhance supporter engagement through digital technology and personalised stadium experiences connected to the club’s Atleti Tour & Museum programme.
Atlético Brings Fans Into the Players’ Tunnel Experience
The activation features two large LED screens installed inside the tunnel leading onto the pitch, displaying the names, surnames and membership numbers of Atlético supporters.
Visible during stadium tours, the installation creates a symbolic connection between fans and the matchday environment typically reserved for players and coaching staff.
Atlético has also introduced an interactive personalised experience for visiting members. By scanning a QR code, supporters can access a dedicated digital presentation featuring:
- their full name
- membership seniority
- personalised club messages
- selected milestones and memories linked to their history with Atlético de Madrid
The project adds a new data-driven layer to the traditional stadium tour experience while reinforcing emotional ties between the club and its supporters.
Personalised Fan Engagement Continues Growing in Football
Football clubs worldwide are increasingly investing in digital infrastructure designed to personalise fan interaction and strengthen long-term loyalty among members and season-ticket holders.
From customised stadium content to app-based experiences and member recognition systems, personalisation is becoming a central pillar of modern fan engagement strategy.
In Atlético Madrid’s case, the initiative connects supporter identity directly with one of the most symbolic spaces inside the stadium — the tunnel leading onto the pitch — further blending stadium operations, digital innovation and fan experience within the club’s commercial ecosystem.