Atlético de Madrid has presented Mr.Red, its own independent sports marketing and creativity agency integrated into the football club. As explained in a statement, it is launched with the intention of offering solutions both internally and externally.
According to the club, Mr. Red will operate under a hybrid model, and in this sense, he will work both for Atlético de Madrid itself and for external brands and strategic partners that require marketing and creativity solutions. On the website created for the new agency, some work that the club attributes to Mr.Red is collected, among them, the actions carried out for the team’s recent collaboration with the Miami Dolphins rugby team; content created for Visit Rwanda, sponsoring brand of the women’s team; or a branded content made for Tanqueray 0.0, also a sponsor of Atlético de Madrid.
“We want to provide experience, context and a real understanding of the game”
Regarding its value proposition, the club highlights its ability to provide strategic and pragmatic solutions based on its experience and skills as a club in the elite of European football, and to deliver tangible results. His agility also stands out. “Its main strength is simple: the people who make it up know the industry, they know the club and they 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 provide experience, context and a real understanding of the game“.
The launch of Mr. Red represents an expansion of the firm commitment that the club has made with Atlético Studios, an audiovisual division dedicated to the development and production of its own content and with a focus on social networks and digital platforms.
The club has presented its internal agency with a piece in which it plays with some of the discourses and terms that have become popular in recent years in the marketing and creativity industry, conveying the idea that they have become empty and superfluous. In contrast, Atlético de Madrid proposes Mr.Red as a more realistic, earthly alternative that prefers “speak clearly and be understood”.
The message materializes in the creation of a casting in which a sports marketing agency is sought. One of the protagonists represents a classic agency, and the other, Mr. Red.”I am not a department, I am not just another structure: I am a clear way of working, without eternal committees, without jargon or detours. “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 big speech, just this. Mr. Red. The point is to do it”.
From reason.Why We have contacted Atlético de Madrid to obtain more information about Mr.Red. We will update the news when we receive a response.
Atlético de Madrid advertising
Atlético de Madrid points out that this is a movement that reinforces its commitment to innovation and expands its process of institutional evolution. It ensures that the model breaks with the traditional dynamics of external agencies, and places “to the own creative talent at the heart of the organization to work without operational barriers of any kind”.
However, Atlético de Madrid will continue to collaborate with other professionals and creative and marketing agencies. This has been confirmed by Creative Director Miguel Vizcaíno in conversation with reason.Whypointing out that they will continue working with the club as before and developing key advertising campaigns during the year, such as the Christmas, Father’s Day or Valentine’s Day advertisements.
The creatives Miguel García Vizcaíno and Marta Rico were responsible for Atlético de Madrid’s Christmas advert in 2025, after their departure from Mrs. Rushmore in August 2025. For more than two decades, the Madrid club has collaborated closely with the agency in building its brand and its creative trajectory, and has become a communicative reference within the national and international football industry.
From reason.Why We created an editorial series in which we analyzed the red and white team’s advertising with unpublished material in graphics and videos, as well as anecdotes and curiosities that had not been told before. You can review it here.
For Miguel García Vizcaíno, the movement is part of the “overwhelming and unstoppable trend“of the creation of creative departments or agencies within the structure of advertisers.”In recent years we have seen how more and more advertisers have created their own agencies, and they have been doing an increasingly better job.“, comments the creative in conversation with reason.Why. “It is something that has grown with social networks and that will go further with artificial intelligence“.
Other in-house agencies
With the launch of Mr. Red, Atlético de Madrid joins a trend that has been reinforced in recent years around the creation of internal agencies by brands. In the Spanish market, it is worth mentioning, for example, BBVA Creative, which since 2011 has been supporting the BBVA group in communication, advertising and marketing in different geographies; The Mix, the internal agency that Pernod Ricard Spain launched in 2021 together with Butragueño & Bottländer; o La Santa, the in-house agency that Banco Santander launched in 2022.
In all of these cases, advertisers have continued to collaborate with external creative partners.
In the sports field, the strategy of FC Barcelona stands out, which has expanded the borders of its institution beyond merely sports and into the field of entertainment. Thus, in recent years the Catalan club has created its own production studio, Barça Studios; its own streaming platform, Barça One; or its own video game platform, called Barça Games.
It should be noted that the name chosen by Atlético de Madrid for its in-house agency coincides with that of another already existing agency, specifically a marketing and communication services agency based in Las Rozas de Madrid. The company, which has the design of a monkey as its corporate identity, is currently positioned in the first search results on Google with its name, “Mr Red”.
