Digital e-commerce platform ComAve has announced a new multi-year sponsorship agreement with Spanish soccer giants Atletico Madrid beginning with the 2024-25 season.

Across at least the 2024-25 and 2025-26 seasons, ComAve will have branding present on the shorts of all Atletico Madrid kits through the duration of the partnership.

ComAve will also provide its services to Atletico Madrid to help it better the clubs e-commerce provision for its fans.

Speaking on the new partnership, the first for ComAve in Spain, Atletico Madrid general manager of business operations Oscar Mayo stated: “This collaboration is an innovative step forward in the digital realm for our club. ComAve will support us in further expanding our horizons and providing new and unique experiences for our fans."

ComAve provides digital e-commerce services to a number of top soccer clubs across Europe, most recently announcing partnerships with Dutch side Ajax, Crystal Palace of the English Premier League, and Italian giants AC Milan of the Serie A.

Speaking to GlobalData Sport earlier in 2024, ComAve chief operating Adam Haines discussed why clubs partner with the firm to enhance their commercial offerings, explaining: “[Soccer clubs] are excellent at monetizing fans on matchdays, at the start of seasons, but where they fall down is not understanding their customers' consumer habits 365 days a year.

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“By creating a bespoke collaborative marketplace with the clubs, we can help them understand their customers better and monetize them throughout the year.”

Haines also explained how the firm’s collaborative marketing strategy, one aligned with its partner soccer clubs, can help to drive fan engagement, adding that its “gamification pieces” and “blockchain-based rewards system” help to enhance the experience of fans and customers through strengthening club ties.

The partnerships, in addition, help ComAve’s own aims of expanding beyond the markets it already operates in, with Haines adding: “We're utilizing the clubs as a catalyst to enter in particular markets, identifying themes that we want. Once we've signed a team. It's all about being operationally ready there and leveraging the club’s partnerships and our own partnerships in that country,

“In terms of our approach, globally we've got a very aggressive strategy. We'd like to be across Latin America, North America, and Europe before the end of [2024], and then expanding to the Asian markets next year."