Spanish football giants Atletico Madrid may not be having the best time of it on the pitch right now, sitting 5th in La Liga with the title well out of reach. This is a club however which has a history of making smart decisions to improve their standing. This is something which we have seen for a number of years with their transfer policy and off the field, they are very shrewd when it comes to partnerships.
A perfect example of this would be their continued alliance with Ria Money transfer, one of four brands which we see emblazoned across the shirts of Los Colchoneros. A renewed deal was announced this time last year, which will see the partnership continue until at least 2024. Let’s take a look then at this perfect example of a sponsorship deal.
Who Are Ria Money
Because of the times in which we live it is critical that all due diligence is carried out by clubs before these deals, and that they count on businesses which align with their values. When it comes to the international money transfer sector Ria Money are one of its leading operators. This company is a subsidiary of Euronet Worldwide, and they have created a reputation for offering speedy and safe money transfer throughout the world, operating in 160 countries.
Basics of The Deal
This is a deal which sees the money transfer company’s logo feature on the back of the Atletico Madrid shirts. This is for domestic league matches only, as European and international tournaments have their own rules around sponsorships. The original deal between the two was struck back in 2019, announced by Ria Money’s general manager in Europe José Cabral and Atleti president Enrique Cerezo. Speaking at the time, President Cerezo stated”
“The search for excellence in over 30 years has made Ria Money Transfer a benchmark company in the sector, with an ambitious international expansion plan that reaches more than 160 countries and, most importantly, maintaining its essence and its raison d’être: shortening the distances between families and their loved ones,”
Who Gains?
These kind of deals must be mutually beneficial of course, and again we see why this is a perfect example of that. Whilst the exact figure of the deal is undisclosed, it clearly falls in line with what Atletico Madrid believe their worth is, putting Ria Money alongside big brand sponsors like Nike and Hyundai. In return the money transfer specialists will receive a huge brand boost with marketing on the shirts of the 10-time La Liga champions. The worldwide reach of teams at this elite level offers something to sponsors which few investments can. After announcing the extension of the sponsorship deal, CEO of Euronet’s Money Transfer branch had this to say:
“Ria is forged on teamwork, passion, commitment and the improvement of people’s lives. We recognized all those attributes in Atlético de Madrid when we began this journey together and we’re delighted to be building on those shared values through the extension of our partnership”
Not all sponsorship deals work out well for both club and sponsor, but this is a perfect example of how that harmony can exist between the two.
