How Atletico De Madrid Casa reached their fans with Casa Atleti In LA

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In celebration of Atlético de Madrid’s participation in the FIFA Club World Cup 2025, Spain’s soccer team invited fans from all over the world to their grand opening of Casa Atleti in Los Angeles. 

The series of events allowed fans to get an exclusive look at the culture of Atlético’s football club and Spain. Casa Atleti provided local American fans with an exclusive and one of a kind experience of the club’s history, showcasing special and sentimental archival pieces. Guests were provided with complimentary drinks, food, and ice cream, while kids were also able to  enjoy the watch party by having their own dedicated area to play soccer and connect with one another.

The events included their grand opening of Casa Atleti, where fans were able to meet soccer legends, coaches and other special guests; al watch party of Atlético de Madrid playing against Paris Saint Germain (PSG); the live screening of their match against the Seattle Sounders;  a Red and White party, which allowed fans to wear Atlético de Madrid’s colors in support of Spain’s famous football club; and a third live screening of their match against Brazil’s Botafogo.

During one of the events, Atletico’s forward stars Julian Alvarez and Guiliano Simeone interacted with fans during a meet and greet.

Atlético de Madrid’s chief marketing officer ( Valerio Gori discusses the thorough planning and process of creating Casa Atleti. According to Gori, each room in Casa Atleti was thoughtfully designed to make fans feel like part of Atlético’s historic journey through the FIFA Club World Cup.

“We tried to create something unique for Atlético de Madrid [where we were able to] express our DNA in Los Angeles by [creating] something relevant for the local community in order to impact them and create a mix between football, culture, music [and] lifestyle,” said Gori. 

Although the famous soccer club has hosted several events in celebration of their matches, it’s the club’s first time hosting a sequence of events in Los Angeles. 

“For us, it’s a unique opportunity because there were many years [where] the team did not come here.,” said Gori.   “So, I think it's an opportunity for many fans but [also] for soccer lovers.”  

While developing Casa Atleti, Gori and his team chose Los Angeles as the ideal location to host the FIFA Club World Club event, recognizing Los Angeles’ massive and growing fan base for Atlético.

“We have a pretty significant impact on the entire Latino public, Mexicans in this case [being] a part of the country that helps us a little more because it allows us to connect more easily,” said Gori.  

Mexican soccer fanatic Martin C., has been a soccer fan for more than two decades. His interest in Atlético began when he watched a few matches after Mexican star Raúl Jiménez joined in 2014, followed by Héctor Herrera in 2019. According to Martin, having Mexican players join Atletico’s club expanded their fan base, intertwining two different cultures. 

According to ESPN reports, there were over 50,000 fans attending the FIFA Club World Cup matches that were hosted in the Rose Bowl in Pasadena. On Sunday, June 15, Atlético lost their first match 4-0 against PSG, with an attendance of 80,619 soccer fans. During their second match, on Monday, June 23, Atlético earned their second victory 1-0 over Botafogo, with an attendance of 22,992 soccer fans. 

The space at Casa Atleti included two separate areas designed for fans and guests to sit back, socialize and enjoy the atmosphere. The outdoor area included an area for kids to play soccer, a live DJ and Joe’s Pizza food truck. The watch party of the live screening soccer matches took place indoors, among other lounge areas and a pop-up section. 

Founded in 1903, Atlético de Madrid has built the legacy of being one of Europe’s top elite soccer clubs, winning 11 La Liga titles and 10 Copa del Rey trophies, among several other championships. Over its 120-year history, the club has curated a remarkable collection of historic artifacts, now exclusively showcased at Casa Atleti for fans to explore. 

Gori and his team plan to continue introducing Atlético’s culture to the vibrant city of Los Angeles, offering fans more exclusive events where they can connect with the legends who have a role in its European soccer club.