Saudi airline Riyadh Air has signed a long-term agreement to become the main shirt sponsor of the women’s team of Atlético de Madrid Femenino, replacing Herbalife and extending its presence at the club until 2033.
Long-term partnership expansion
The deal significantly expands Riyadh Air’s involvement with the Madrid-based club. The company is already associated with Atlético de Madrid’s broader commercial ecosystem, and this new agreement strengthens its position specifically in women’s football.
What the sponsorship includes
Under the agreement, Riyadh Air branding will appear across several platforms:
- Official match jerseys (women’s team)
- Training ground advertising at the Alcalá de Henares Sports Centre
- Digital club platforms
- Fan engagement and activation campaigns
Strategic shift in sponsorship model
The sponsorship reflects Atlético Madrid’s growing strategy of dual sponsorship structures, where major commercial partners support both men’s and women’s teams through long-term contracts.
Atlético de Madrid Femenino continues this model alongside its broader club structure, aligning with global trends in women’s football investment.
From Herbalife to Riyadh Air
The previous main sponsor, Herbalife, had held the position since 2017. The transition to Riyadh Air marks a new phase focused on larger-scale international brand involvement and longer contract durations.
Club and sponsor statements
Atlético’s operations director Óscar Mayo highlighted the long-standing collaboration with Riyadh Air since 2023, while company executives emphasized their goal of supporting the growth of women’s football and inspiring new generations of athletes globally.
Wider trend in football
This move also fits into a broader trend where airlines, tourism boards, and global brands increasingly invest in women’s football as a platform for international visibility and long-term brand positioning.