Atletico Madrid Partners with Netflix for Peaky Blinders Promotion

Atletico Madrid has entered into a promotional partnership with Netflix to support the upcoming film *The Immortal Man*, which is based on the popular series *Peaky Blinders*. This collaboration will see Atletico players, including Antoine Griezmann, Jose Maria Gimenez, and Koke, participating in promotional activities leading up to the film's release on March 20. The club will utilize its social media platforms to promote the film and will feature a short promotional video with its first-team players. During their La Liga match against Getafe on March 14, players will be escorted onto the pitch by actors portraying characters from *Peaky Blinders*, enhancing the thematic experience for fans.

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This initiative is part of a broader strategy by Atletico Madrid to innovate its marketing efforts, particularly following the acquisition of a majority stake by Apollo Sports Global in November 2022. The club has previously engaged in various promotional activities, including a collaboration with Disney+ and hosting concerts at their Metropolitano Stadium. The partnership with Netflix marks a continuation of Atletico's efforts to blend sports with entertainment, a strategy that has seen a significant increase in commercial revenues, which rose by over 25% from €90.16 million in the 2023-24 season to €113.46 million in 2024-25.

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The choice of *Peaky Blinders* aligns with Atletico's club motto of "courage and heart," which resonates with the show's themes. The club has a history of cinematic collaborations, previously featuring film titles on their jerseys in promotional deals. This partnership with Netflix is not a long-term agreement but is expected to pave the way for similar initiatives in the future.

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Atletico Madrid's CEO, Miguel Angel Gil-Marin, expressed enthusiasm about the partnership, noting that it reflects the club's innovative marketing approach. He stated, “For the fans, I think it’s nice to see the promotion of the film and I think it looks very, very good.” La Liga officials confirmed that promotional activities organized off the pitch do not fall under the league's regulations, allowing clubs the freedom to engage in such initiatives.

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While the promotional stunt has garnered positive feedback from some fans and executives, there may be concerns regarding the commercialization of football and whether such initiatives distract from the sport itself. Critics argue that blending entertainment with sports could dilute the essence of the game.

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There are no significant conflicting reports regarding the partnership; however, details about the financial terms of the agreement with Netflix remain undisclosed. The lack of transparency regarding the financial implications of such partnerships raises questions about the sustainability of these promotional strategies.

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• “For the fans, I think it’s nice to see the promotion of the film and I think it looks very, very good,” — Miguel Angel Gil-Marin, CEO of Atletico Madrid

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This partnership illustrates Atletico Madrid's commitment to innovative marketing while navigating the complexities of modern sports entertainment.

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