Atletico Madrid, the champions of Spanish soccer’s top-tier LaLiga, have today brought on board domestic firm Capital Energy as a specific main training kit sponsor, in a three-year deal.
As things stand, Atletico will become only the second LaLiga team, after rivals Barcelona, to have separate premium sponsors for their training kit and matchday kit.
Capital Energy, which also becomes Atletico’s renewable energy partner, is replacing Plus500, the Israel-based online trading platform, as the front-of-shirt sponsor for the training kit.
Plus500 remains the club's main sponsor, with branding on the playing kit.
The Capital Energy logo adorn the front of Atletico's training tops from August until the end of the 2023-24 season.
The club's matchday and training kit is supplied by US sportswear giant Nike.
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Under its new deal, Capital Energy, which joins brands including Hyundai, Ria Money and Mahou among Atletico’s second-tier sponsors, will have a presence on LED advertising boards at the club’s stadium, the Wanda Metropolitano, on matchdays, and on media interview backdrops before and after games.
Barcelona, with Japanese e-commerce firm Rakuten as their main sponsor and Turkish appliance and consumer electronics manufacturer Beko as their training-wear partner, are the only other LaLiga club to split their rights in this way.
While specific training-wear partnerships are increasingly common in other top European leagues, including England's Premier League, they are not yet mainstream in Spain.
Miguel Angel Gil, Atletico Madrid’s chief executive, said of the Capital Energy partnership: "This alliance offers us a unique opportunity to work, develop and promote exciting sustainability projects together… We will commit to renewable energies and also partner with a company that shares our values.”
Juan José Sánchez, Capital Energy’s chief executive, added: "It’s a very important day for our company as we embark on an adventure with a football club that perfectly represents our values: teamwork, perseverance, sacrifice and commitment to achieving long-term goals.”
Last month, Atletico extended their sleeve sponsorship deal with Hyundai, the renowned Korean car maker, for another year.
Hyundai’s brand logo will continue to feature on the sleeves of the team’s shirts, in all domestic competitions, in the 2021-22 campaign.
Atletico’s partnership with Plus500 dates back to 2015, with the current deal running to the end of the 2021-22 season.
Elsewhere in LaLiga, promoted side Real Mallorca have entered into a five-year kit supply deal with Nike.
The agreement runs until the end of the 2025-26 season, and sees Nike replace Umbro, the UK brand which had supplied the team’s kit since 2016 in a deal estimated to be worth between $500,000 and $1 million per year.
Nike will supply all the club’s matchday kit and apparel for the next five seasons.
Alfonso Díaz, chief executive of Real Mallorca, said: “It is a very positive strategic move that involves an alliance with a top international brand that will further enhance the club's image across all areas… Being able to wear Nike for our return to LaLiga is great news for all levels of the club."
Real Mallorca returned to LaLiga at the end of last season, after just one campaign in the second-tier Segunda Division.
The club do not currently have a main sponsorship deal in place for 2021-22, with their agreement with UK-based betting company Betfred having expired at the end of last season.