Home HomeSwedenLivingWorld world_2_fill WorldBusiness BusinessSports sports-soccer SportsEntertainmentEntertain

Saudi's airline buys La Liga arena's name

Saudi Arabia's state-owned airline Riyadh Air has not yet started commercial traffic, but now the company has bought the naming rights to La Liga club Atlético Madrid's home arena. Previously, the company paid around 450 million kronor to be visible on the football club's jerseys.

» Updated: 09 October 2024, 17:06

» Published: 09 October 2024

Saudi's airline buys La Liga arena's name
Photo: Manu Fernandez/AP/TT

The agreement for the arena is valid for nine years, but Atlético Madrid does not disclose how much the airline paid for the naming rights.

The company is described as the "most important sponsor in the club's history" and already has its name on Atlético Madrid's jerseys. The agreement – which spans 2023–2027 – has been reported to generate around 450 million kronor (40 million euro) per season for the club.

Riyadh Air was founded by Saudi Arabia's Crown Prince Mohammed bin Salman in 2023, but has not yet begun commercial flights.

Saudi Arabia has poured sponsor billions into sports such as football, golf, tennis, and Formula 1 in recent years and is expected to be awarded the men's football World Championship 2034 in December. The country is the only candidate.

Saudi Arabia's efforts are often accused of being "sportswashing". A tactic to whitewash the image of an authoritarian regime that violates human rights and to create "goodwill" among the domestic population.

After renovation, Atlético Madrid's arena Metropolitano was re-inaugurated in 2017, and in the early years, the Chinese company Wanda held the naming rights. Since 2022, the Spanish real estate company Cívitas has been adorning the arena's name.

Tags
TTT
By TTThis article has been altered and translated by Sweden Herald

More news

Djurgarden turned it around – Hümmet sank Panathinaikos
2 MIN READ

Djurgarden turned it around – Hümmet sank Panathinaikos

United take their first win in the European League
1 MIN READ

United take their first win in the European League

Hiljemark disappointed - despite EL success
2 MIN READ

Hiljemark disappointed - despite EL success

Elfsborg took new points in the European Championship – Holten the hero
2 MIN READ

Elfsborg took new points in the European Championship – Holten the hero

Third Straight Win for Sweden in the European Championship Qualifying
2 MIN READ

Third Straight Win for Sweden in the European Championship Qualifying

After weak start: Three Crowns fell against Czech Republic
2 MIN READ

After weak start: Three Crowns fell against Czech Republic

Copied Gyökeres – now wants revenge
2 MIN READ

Copied Gyökeres – now wants revenge

After the Sweden Visit – Mbappé Dropped from the National Team
1 MIN READ

After the Sweden Visit – Mbappé Dropped from the National Team

Dream Draw for Sweden: "Teams We Can Win Against"
3 MIN READ

Dream Draw for Sweden: "Teams We Can Win Against"

Norwegian Olympic canoeist becomes World Championship swimmer
1 MIN READ

Norwegian Olympic canoeist becomes World Championship swimmer

Furious over Palestine banner at PSG match
1 MIN READ

Furious over Palestine banner at PSG match

The new venture a challenge: "I said no"
3 MIN READ

The new venture a challenge: "I said no"

Bayern Munich fan silent in the stands
1 MIN READ

Bayern Munich fan silent in the stands

Sprint star moves to Italy
1 MIN READ

Sprint star moves to Italy

Northug: Dreams of the podium in Vasaloppet
2 MIN READ

Northug: Dreams of the podium in Vasaloppet

Star Durant sank Larsson's Miami
1 MIN READ

Star Durant sank Larsson's Miami

From unknown to national team: "Cool thing"
3 MIN READ

From unknown to national team: "Cool thing"

NHL star McDavid back after injury
2 MIN READ

NHL star McDavid back after injury

After the Ridicule – Viral "Raygun" Gives Up
2 MIN READ

After the Ridicule – Viral "Raygun" Gives Up

CL success for the Swede: zero intact
2 MIN READ

CL success for the Swede: zero intact