What the market valuation says (from Football Benchmark's “European Elite 2025”): Tier 1 Median: 5.84× Top 20 Median: 4.62× Atleti: 4.59×(pre-Apollo) -> 5.21× post-deal Apollo valuing the club at €2.5 billion. With €480m in estimated 2025 revenue, that implies a 5.21× EV/Sales:

Atlético de Madrid and Apollo Sports Capital have reached an agreement for Apollo to become the club’s majority shareholder. Miguel Ángel Gil and Enrique Cerezo will remain as CEO and President, ensuring continuity and long-term leadership.

Gil: “Together we see a great opportunity to drive solid & sustainable growth for Atleti, building on our legacy. For me it was important to have a long-term investment partner who believes in our strategy & could enhance our off-field activities with the dev't of the Sports City

🚨 Apollo acquires 55% of Atlético de Madrid’s shares. The deal values the club at €2.4 billion. Miguel Ángel Gil will remain in charge of management for the next 3–4 seasons. Live updates via Rubén Uría/Nacho Donado

🚨Apollo Global Management has signed an agreement to acquire around 55% of Atlético de Madrid. The US private equity firm values the club at €2.5 billion including debt. Miguel Ángel Gil will reduce his stake to about 10% but remain in charge of management.

Current shareholders: - Miguel Ángel Gil, Enrique Cerezo, Quantum Pacific and Ares Management will all stay on board. - Quantum Pacific will hold around 25% - Cerezo about 3% - Ares near 5%. The deal restructures Atleti’s ownership and dissolves Atlético HoldCo. [expansioncom]

Apollo will invest through its new $5B Apollo Sports Capital fund, making Atlético de Madrid its flagship asset. The partners will also carry out a capital increase to fund growth including the Ciudad del Deporte project next to the Metropolitano. [expansioncom]

ASC are determined to keep Álvarez at Atlético if their investment goes through, seeing him as central to a project aiming to fight for every title, including the Champions League. They also told Alemany they plan a major squad investment next summer. David Vinuesa Malbac/Objetivo.atletico

Julián Álvarez, Giuliano Simeone, Nahuel Molina and Enzo Fernández have been left out of the squad to face Angola after failing to get vaccinated for yellow fever in time. [Nacho Donado ]

His work at Atleti is incredible, the impact on and off the pitch is nothing short of amazing.

For the innovation ecosystem: This deal offers a case study in how clubs are evolving beyond match-day into year-round engagement, infrastructure, and entertainment zones – where tech stacks (IoT, AR/VR, live‐data, fan-apps) matter.