Atlético de Madrid named DAZN Bet an official sponsor on 15 October 2026, the club said on its website. The agreement combines brand presence, content and activations, and gives fans prize draws, experiences and other initiatives aimed at the matchday.
What DAZN Bet and Atlético will offer fans
According to the club’s announcement, supporters will be able to enter prize draws and take part in experiences linked to the team. The club did not list the individual activations.
Elicia Martinez, Country Director of DAZN Bet Spain and LATAM, said the company wants a partnership that reaches past visibility for its brand.
We are delighted to begin this new chapter alongside Atlético de Madrid. It is a club with an extraordinary identity, community and international reach, and we share the ambition of building a partnership that goes far beyond brand visibility. We want to develop initiatives and experiences that bring value to fans while continuing to strengthen DAZN Bet’s presence in Spain as part of DAZN’s global ecosystem.
Elicia Martinez, Country Director of DAZN Bet Spain and LATAM, in a statement published by Atlético de Madrid
The club’s view
Óscar Mayo, Chief Operating Officer of Atlético de Madrid, said DAZN Bet joins the club for the coming seasons. The club did not give a contract length.
We are delighted to welcome DAZN Bet as a new and important partner on our journey to bring the team ever closer to the millions of Atlético de Madrid fans, with cutting-edge experiences that allow them to enjoy their club beyond the 90 minutes of a match. Given their extensive and proven experience in the sports entertainment sector, DAZN Bet is the perfect partner to join us over the coming seasons.
Óscar Mayo, Chief Operating Officer, Atlético de Madrid, in a statement published by the club
Spain’s advertising rules under review
The deal lands in a market where the rules on gambling commercial communications are being reviewed. Spain’s Dirección General de Ordenación del Juego (DGOJ) previewed its analysis of Royal Decree 958/2020 at the Gaming in Spain Conference in Madrid on 15 October, and said it would present the full report in the coming weeks, as TGE reported on 16 October.
The club’s announcement does not name the rights DAZN Bet holds. Spain’s online market produced €405m in GGR in the third quarter of 2025, according to TGE’s Spanish market report, in a Southern Europe market where Atlético plays.
Next steps
The DGOJ has not set a date for the publication of its impact report, which it said would come within weeks of 15 October. Atlético and DAZN Bet have not yet announced when the first prize draws or experiences will open to fans.
Source: Atlético de Madrid
