Atlético Madrid sign Live Nation and Fever stadium deals

Atlético de Madrid have agreed a 10-year strategic partnership with Live Nation España to stage concerts and events at the Riyadh Air Metropolitano, supported by a separate five-season ticketing and fan experience deal with Fever.The agreements expand Atlético’s control over the commercial journey from event programming and promotion to ticket distribution, while strengthening their strategy to generate revenue from the stadium outside football matchdays.Atlético chief revenue and operations officer Óscar Mayo said: “It makes us so proud and excited to be part of a great project alongside the world’s largest promoter, all of which will help the city of Madrid to keep positioning itself as a leading cultural destination, thereby generating a positive impact for everyone who is part of the city and community.”The Live Nation agreement has an initial term of 10 years and includes an option to extend.Between 15 and 20 concerts are expected to be staged each year, primarily during the football off-season to avoid conflicts with Atlético’s competitive schedule.The partnership covers the Riyadh Air Metropolitano and other spaces within the club’s Ciudad del Deporte development.Atlético expect to generate up to €1m in net revenue from each concert, creating the potential for a substantial increase in annual non-football income if the planned events schedule is delivered.The club recorded €22m in revenue from non-sporting events in their most recent annual budget, excluding concert ticketing, which had not previously been retained as a direct revenue stream.Atlético will now be able to sell a proportion of concert tickets directly, giving them greater participation in the value generated by events held at their stadium.That strategy is supported by Fever, which has become the club’s official ticketing partner and fan experience partner until 2031.Mayo said: “This long-term collaboration with Fever will allow us to continue raising the standard of the experiences we offer our fans at the Riyadh Air Metropolitano.“We are delighted to work together to further improve the satisfaction of Atleti supporters with their stadium, which is their home.”Fever will support the distribution of tickets and experiences covering football matches, stadium tours, museum visits, concerts and other live entertainment.Tickets for events at the Riyadh Air Metropolitano will be available directly through the stadium’s digital platform under the same conditions as other official sales channels.The arrangement gives Atlético access to customer data and a direct relationship with visitors across a wider range of events, creating opportunities to develop targeted offers, premium experiences and repeat attendance.Fever general manager for Southern Europe Rocío Trujillo said: “The Riyadh Air Metropolitano is much more than a stadium. It is one of Europe’s leading entertainment venues and a clear example of how major venues are evolving around the world.“We are thrilled to take this step alongside Atlético de Madrid and help expand the reach, visibility and experiences that take place in this unique space.”The two partnerships also connect with Atlético’s planned 20,000-capacity indoor arena next to the stadium.The €400m venue is being developed through Barsento, a joint venture involving Atlético, Live Nation España and Oak View Group, and is scheduled to open in late 2030.Together, the stadium, indoor arena and existing external fan zone are intended to form a wider entertainment district capable of hosting events at different scales throughout the year.Puerto Rican artist Bad Bunny recently staged 10 consecutive sold-out concerts at the Metropolitano, attracting more than 560,000 people and demonstrating the level of demand available to the club.The programme also differentiates Atlético from Real Madrid, whose efforts to stage concerts at the Santiago Bernabéu have been disrupted by noise complaints and legal proceedings.Atlético maintain that concerts at the Metropolitano have complied with local noise and cleanliness rules, with events ending before stricter restrictions take effect at 11pm.The Live Nation and Fever agreements give Atlético a longer-term framework to programme, distribute and monetise events while the new arena moves towards completion.The club’s next phase will centre on converting high attendance into recurring ticketing, hospitality, food and beverage, sponsorship and venue income across the wider Metropolitano campus.