After Melbourne and Manchester City, the Emirates now makes its mark in Madrid. Atlético Madrid’s stadium is set for a new name in the coming months. The Spanish club’s iconic home ground will undergo a transformation in its identity.
Etihad Airways, the renowned airline, has struck a deal with Atlético Madrid to rename La Peineta, Madrid’s Olympic Stadium, which will serve as the home ground for the “rojiblancos” from 2015 onwards. According to Euromericas Sport Marketing, a preliminary agreement worth 155 million euros over ten years has been inked.
Despite supporters’ calls to honor the club’s illustrious past by renaming the stadium after a legendary figure like Luis Aragonés, club management has opted to sell the naming rights to a corporate entity. This decision underscores the financial imperatives at play.
The influence of petrodollars in shaping the sporting landscape continues to make its mark across the globe.
