Atletico Madrid and the Communication Revolution: Between Creativity, Data, and the Creator Economy
Atletico Madrid is not only one of the most successful and competitive teams in the European football scene but also a communication laboratory that leverages creativity and diversification strategies as its key strengths.
At SFS24, Valerio Gori – Marketing Director of Atletico Madrid – explained to Carlo De Marchis and Paola Marinone how the Madrid-based club has managed over the years to build an omnichannel communication strategy with high engagement rates. Everything revolves around international positioning, through concrete and unique actions designed to strengthen and enhance the brand’s image as much as possible. “We aim to engage an audience disinterested in the football industry by conveying the social role and passion that define us. We always look for points of connection, and in this, the linguistic factor supports us,” Gori stated.
Atletico Madrid has successfully built a solid fanbase through integrated campaigns that generated significant buzz on social media, with strong conversion rates recorded. The club’s communication strategy combines creative elements with a transparent, unfiltered, and humanized identity, relying heavily on a pop-inspired and occasionally ironic language.
Moreover, the club’s diversification strategy leverages the large influx of Italian tourists who annually flood the streets of Madrid. Unsurprisingly, in recent months, Atletico Madrid has made headlines for its content creation initiatives in Italian, using a well-structured framework. Similarly, Gori pointed out that vertical actions have also been implemented in turkish and romanian markets, always aimed at building a connection between the club and its fanbase.
Los Colchoneros are heavily investing in the creator economy, having established a hub called the Atleti Creators Club, where anyone with an idea can propose it and – if it aligns with the club’s values – see it brought to life. This initiative serves as a commercial showcase designed to foster relationships with diverse commercial partners and sponsors. Gori also analyzed the differences between Italian and Spanish fandoms, offering a conceptual and anthropological perspective that enables the marketing team to rethink the fan experience beyond the “stadium moment.”
“Our approach is analytical and flexible, but it adheres to the principles of diversification. Over the past twenty years, the football industry has evolved, and now more than ever, it is crucial to adapt to these transformations by analyzing the available data,” concluded the Marketing Director of the team coached by Diego Simeone.
