Dazn Bet becomes Atlético Madrid’s new Official Betting Partner

Dazn Bet has signed a multi-year agreement to become the Official Betting Partner of the Atlético Madrid football team.

The announcement, made on Atlético Madrid's website, claims the partnership will create new ways for supporters to engage with the club.

Dazn Bet’s Country Director for Spain and Latin America, Elicia Martinez Sanchez, states in the press release: "We are delighted to begin this new chapter alongside Atlético de Madrid. It is a club with an extraordinary identity, community and international reach, and we share the ambition of building a partnership that goes far beyond brand visibility. 

"We want to develop initiatives and experiences that bring value to fans while continuing to strengthen Dazn Bet’s presence in Spain as part of Dazn's global ecosystem."

In a LinkedIn post, Sanchez underlines Atlético Madrid’s strong presence both in Spain and internationally. She writes: “We’re excited to bring our brands together and build a partnership that goes beyond brand visibility, creating exclusive initiatives, content and experiences that enhance the matchday experience and bring added value to fans throughout the season.”

Speaking on how this opportunity will further the brand’s goals, Sanchez said: “This agreement also marks an important step in strengthening Dazn Bet’s position within the global Dazn ecosystem, bringing together sport, entertainment and innovation as we continue to grow in Spain.”

This is not the first time Dazn sponsored a professional football team. In August, Dazn Bet Club, the brand’s infotainment branch, became the official sponsor of Italian Serie A team FC Monza’s shirts. The partnership will also extend to supporter-dedicated initiatives.

Infotainment sponsorships are gaining popularity, particularly in Italy, where gambling advertising and sponsorships are not allowed.

Moreover, during the FIFA World Cup 2026, Dazn partnered with ADI Predictstreet to let fans in licensed markets place regulated predictions on live sporting events while using its platform.

Dazn has been going through a period of expansion, recently appointing Alex Gersh as its new CFO. Gersh brings more than 25 years of experience, having previously worked for Sportradar, Betfair and Paddy Power Betfair. Dazn Group is led by Shay Segev, who was formally the CEO of Entain.