In football, theatre is usually reserved for the pitch. This Friday, however, the CÃvitas Metropolitano will shed its modern skin to become a time machine, transporting over 70,000 fans straight into the grit, smoke, and sharp suits of 1930s Birmingham.
In a landmark partnership with Netflix, Atlético Madrid is going all-in to promote El hombre inmortal, the highly anticipated feature film based on the Peaky Blinders universe.
The Garrison Takes Over Madrid The immersive takeover, set for the March 14 LaLiga clash against Getafe, will go far beyond a few digital billboards. The club has promised a complete sensory conversion of the stadium:
- The Entrance: When Antoine Griezmann, Koke, José MarÃa Giménez, Ademola Lookman, and Alexander Sorloth emerge from the tunnel, they will not be alone. The squad will be escorted by actors in period-accurate attire, effectively walking out as the modern-day Shelby gang.
- The Atmosphere: The stadium concourses will feature functional replicas of the iconic Garrison Tavern and a 1930s-style barbershop. Period actors will be dispersed throughout the stands, distributing vintage-style newspapers and engaging with fans to maintain the narrative immersion.
- The Sky Ribbon: The Metropolitano’s signature LED ring will act as a canvas for cinematic exclusive content, blending the roar of a football crowd with the moody, high-tension aesthetic that defined the series.
More Than a Marketing Stunt For Atlético, this is a calculated play. By leveraging one of television’s most distinct brands, the club is leaning into its own reputation for intensity—a “cholismo” that arguably shares a common DNA with the Shelby family’s relentless, gritty resolve.
“We want the fans to feel the movie before the first whistle blows,” a club source suggested. While some traditionalists might raise an eyebrow at the cinematic encroachment on match-day rituals, the partnership represents the growing trend of sports clubs diversifying into entertainment hubs, positioning the stadium not just as a sporting venue, but as a destination for global media events.
As Netflix eyes a massive global rollout for El hombre inmortal, they couldn’t have picked a more atmospheric partner. After all, if anyone understands the weight of a heavy coat and a high-stakes battle, it’s the residents of the Metropolitano.