On July 3,(CEST), Atletico Madrid officially announced a 10-year strategic cooperation agreement with Live Nation Spain, one of the world's largest concert promoters. The two parties will jointly promote music performances and entertainment events at the Cívitas Metropolitano and the future Sports City project, further expanding the club's non-football revenue streams.

In recent years, top European clubs have continued to transform their stadiums into multi-functional venues that operate year-round, increasing venue utilization and commercial returns by hosting concerts, performances, and other large-scale events. Atletico Madrid has long been an active proponent of this model, and its partnership with Live Nation Spain is viewed as an important step in the club's commercial development.

Live Nation Spain is a wholly owned Spanish subsidiary of Live Nation, the global live entertainment giant. It is a leading concert and music festival promoter in Spain, collaborating with Ticketmaster to cover the entire entertainment business chain, including artist tours, ticketing, and commercial sponsorships.

Under the agreement, the two parties will jointly plan and host concerts and various live events over the next 10 years, covering the Metropolitano Stadium and other venues within the Sports City complex currently under construction by Atletico Madrid.

Atletico Madrid stated that this cooperation will further solidify the Metropolitano Stadium's position as one of Europe's leading music performance venues, making it a key destination in Spain for performances by top international artists and large-scale entertainment events.

In fact, the two parties had already established a basis for cooperation. Live Nation Spain also participated with Atletico Madrid and Oak View Group (OVG) in the Barsento project, which plans to build an indoor performance venue with a capacity of over 20,000 spectators next to the Metropolitano Stadium. Expected to be operational by the end of 2030, the project will further improve the layout of entertainment facilities at Atletico Madrid Sports City.

Óscar Mayo, Atletico Madrid's General Manager of Revenue and Operations, stated: "We are very proud and excited to participate in this project with the world's largest concert promoter. This will help Madrid further consolidate its position as an international cultural hub and have a positive impact on the entire city and the surrounding region."

Another important aspect of this cooperation is the integration of concert ticket sales into the Metropolitano Stadium's official digital platform, providing fans and audiences with a more convenient and unified ticketing experience.

With the official implementation of this cooperation, Atletico Madrid has further strengthened its "stadium year-round operation" business model, aiming to achieve stable revenue growth by continuously hosting large-scale cultural and entertainment events while further enhancing the club's commercial development capabilities.

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