Atlético de Madrid launches Mr.Red, its own marketing and creative agency

– Will offer marketing and creative solutions for both the club and external brands and strategic partners.

– Presents itself by highlighting its pragmatism, agility, and ability to deliver tangible results.

Atlético de Madrid has launched Mr.Red, its own independent sports marketing and creative agency integrated within the football club. As explained in a press release, the agency aims to offer solutions both internally and externally.

According to the club, Mr.Red will operate under a hybrid model, working for Atlético de Madrid itself as well as for external brands and strategic partners requiring marketing and creative solutions. The website created for the new agency showcases some of the work the club attributes to Mr.Red, including the campaigns for the team’s recent collaboration with the Miami Dolphins rugby team; content created for Visit Rwanda, a sponsor of the women’s team; and branded content for Tanqueray 0.0, another Atlético de Madrid sponsor.

Regarding its value proposition, the club highlights its ability to provide strategic and pragmatic solutions based on its experience and expertise as a top-tier European football club, and to deliver tangible results. It also emphasizes its agility. “Its main strength is simple: the people who make it up know the industry, know the club, and understand the dynamics of football,” commented Valerio Gori, Marketing Director at Atlético de Madrid. “Our ambition is to be a bridge between the club and the brands that want to connect with the world of football in the right way. We want to contribute experience, context, and a real understanding of the game.”

The launch of Mr. Red represents an expansion of the firm commitment the club has made to Atlético Studios, an audiovisual division dedicated to the development and production of its own content, with a focus on social media and digital platforms.

The club presented its in-house agency with a piece that plays with some of the discourses and terms that have become popular in recent years in the marketing and creative industry, conveying the idea that they have become empty and superfluous. In contrast, Atlético de Madrid positions Mr. Red as a more realistic, down-to-earth alternative that prefers to “speak clearly and be understood.”

The message is embodied in the creation of a casting call for a sports marketing agency. One of the protagonists represents a traditional agency, and the other, Mr. Red. «I’m not a department, I’m not just another structure: I’m a clear way of working, without endless committees, without jargon or beating around the bush. I’m not here to fill LinkedIn with typical speeches, I’m here to make ideas work,» the club commented on LinkedIn when sharing the video. «If you want to understand it, you don’t need a grand speech, just this. Mr. Red. The point is to do it.»

At Reason.Why, we have contacted Atlético de Madrid for more information about Mr. Red. We will update the news when we receive a response.

Atlético de Madrid’s advertising

Atlético de Madrid states that this is a move that reinforces its commitment to innovation and expands its institutional evolution. He asserts that the model breaks with the traditional dynamic of external agencies, placing “in-house creative talent at the heart of the organization to work without any operational barriers.”

However, Atlético de Madrid will continue to collaborate with other creative and marketing professionals and agencies. This was confirmed by Creative Director Miguel Vizcaíno in a conversation with Reason.Why, noting that they will continue working with the club as before, developing key advertising campaigns throughout the year, such as the Christmas, Father’s Day, and Valentine’s Day ads.

Creatives Miguel García Vizcaíno and Marta Rico were responsible for Atlético de Madrid’s 2025 Christmas ad, following their departure from Sra. Rushmore in August 2025. For over two decades, the Madrid club has collaborated closely with the agency in building its brand and creative trajectory, becoming a leading voice in communication within the national and international football industry.

At Reason.Why, we created an editorial series analyzing the advertising of the red and white team, featuring never-before-seen graphics and videos, as well as anecdotes and interesting facts. You can review it here.

Source: www.reasonwhy.es