By the latest Tuesday, the Atlético de Madrid stadium will shed its Wanda Metropolitano name following a formal announcement by club president Enrique Cerezo during a project presentation. The change marks the start of a new chapter as the rojiblancos align with Civitas, an Extremaduran real estate group, through a sponsorship deal running until 2027. The signing signals a broader move to rebrand the venue under a corporate partnership while keeping the club’s storied identity intact.
During the presentation, Cerezo officially introduced Cívitas as the primary sponsor and unveiled the stadium’s new branding, referred to in communications as SportCity, with the hashtag #SportCity and the Civitas Group identity prominent in imagery and messaging.
– Atlético de Madrid communications
The conclusion of the Wanda sponsorship season prompted Atlético de Madrid to seek a replacement sponsor. The club’s leadership highlighted that Wanda’s departure had left a substantial sum in the coffers over a five-year span, underscoring the importance of sponsorship revenue for maintaining the squad’s competitive edge. In parallel, the club has advanced the Ciudad del Deporte initiative, a complex of sports facilities designed to support community access and, importantly, to bolster the club’s candidacy for the 2036 Olympic bid. Madrid’s mayor, José Luis Martínez-Almeida, attended the unveiling event, underscoring the project’s significance for the city’s sporting and civic ambitions.
Today’s reveal focuses on SportCity — a development conceived around the stadium that envisages transforming the site into a comprehensive sports hub. The plan includes a compact stadium component, multiple recreation areas, and facilities tailored for a wide range of athletic activities. The initiative is presented as a cornerstone of Atlético’s long-term strategy to enhance sporting infrastructure and to position Madrid as a global center for sport and youth development. The project’s timeline envisages utilization of the new facilities in conjunction with Madrid’s Olympic ambitions, with land arrangements set to extend for a generation and a half under city-club collaboration.
Whale Fin: a new emblem on the red and white jersey
In the official sponsorship slate, Atlético Madrid introduced Whale Fin as the partner brand for the next five seasons. The agreement will see the company’s distinctive whale feature appear on the club’s traditional kit, while the sponsorship value reflects a significant financial commitment intended to support the club’s growth and competitiveness on multiple fronts. The arrangement aligns with Atlético’s broader strategy to secure durable revenue streams through high-profile sponsorships while maintaining the club’s historic identity on and off the pitch. [Attribution: Club announcements and press materials]