According to Mundo Deportivo, Atleti Lab, Atlético Madrid's innovation department, has been operating for four years, and the club will host the Champions League final again in 2027. Alejandro Ugarrio, Deputy Director of Digital Development at Atlético Madrid and head of Atleti Lab, shared details at the "Going Global: How Technology Is Shaping the Next Era of Football" forum at Sportbiz Europe. The discussion was moderated by Mateus Provenzali, Head of Innovation and Entrepreneurship at StartUB.

Ugarrio acknowledged that experimenting with new ideas in football is uncommon because it involves taking on problems and challenges: "Either it works, or it doesn't." He noted that it is difficult for those deeply involved in the day-to-day operations of a club to innovate, comparing it to a cyclist focused on climbing a mountain who has no time to appreciate the scenery. Therefore, the lab's role is to provide support: communicating with department heads, finding solutions, signing contracts, executing projects, and managing budgets.

The first thing he proposed to the club was having personnel and a budget. This way, he added, departments would not see him as someone creating problems, but as someone bringing workforce, project management, and funding. He also emphasized the importance of efficient processes: if testing software takes a month, time would be wasted.

Among current projects, Ugarrio specifically mentioned "AI 360," an initiative to introduce artificial intelligence across the club, focusing on analyzing the use of existing licenses and promoting governance and transparency. He noted that some of the most important innovation projects are not led by Atleti Lab, but by specialists within each department. Ugarrio concluded: "We are trying to create an innovative future." Therefore, the club will not archive these projects but will share them openly to help departments tackle their respective challenges.

Ugarrio stated: "One of our priorities is to find projects that differentiate us from other clubs."

Ugarrio detailed an ambitious plan to create a new urban area around the stadium, nicknamed "Sports City." He explained that this project would transform how the club interacts with the stadium: "Currently, about 3 million people come to watch matches each year, and they also visit nearby restaurants. The new space will include a golf course, Europe's largest artificial lagoon where you can surf in Madrid, sports complexes for the club's professional teams, and large-scale activities around the stadium. It covers an area comparable to Retiro Park and presents transportation challenges."

The club is preparing to host the Champions League final for the second time in 2027, with the last one in 2019. Ugarrio said this is "very significant" for Atlético Madrid and "a record."

Ugarrio also mentioned that another priority for Atlético Madrid is maintaining consistent interaction between fans in the stadium and those who cannot attend. He stated: "Now, 12,000 people appear on the scoreboard, but they are not in the stadium." These fans can participate through red and white scarf filters for Christmas or spooky effects for Halloween.

When selecting technology and startups, the club's approach is "trial and error." Ugarrio said: "We don't always get it right." He revealed that the club "met with over 500 companies last year," but since they couldn't interact individually with each one, they established a partner network, including Madrid City Council and LaLiga, which recommend companies to the club based on identified needs.

He gave an example of the club launching an open call with Telefónica on inclusion and accessibility, a collaboration that resulted in Movistar Touch—a free service for fans with visual impairments. It combines an updatable desktop to track ball position, a dedicated commentator describing the match, and different vibration feedback based on game changes, including goals scored and conceded. He said many people who would not have come to the stadium were "really surprised."

Provenzali concluded the forum by emphasizing that the central message is a cultural and mindset shift within organizations: innovation institutions do not merely introduce technology, but also transform processes.

Traduzido por IA.

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