Un nouveau nom de stade pour l’Atletico Madrid

Atletico de Madrid's President, Enrique Cerezo announces the name of their new stadium, Wanda Metropolitano, during a presentation at the Vicente Calderon stadium in Madrid on December 9, 2016. Atletico Madrid's new stadium will be called Wanda Metropolitano after China's Wanda Group, shareholders in the the Spanish giants, won naming rights, Atletico president Enrique Cerezo announced. / AFP PHOTO / PIERRE-PHILIPPE MARCOU

Vendredi dernier, l’Atletico Madrid, deuxième grand club de la capitale espagnole, a présenté officiellement l’accord et le partenariat concernant les droits « naming » de son nouveau stade, mettant fin ainsi à de nombreuses rumeurs autour du nouveau stade du club Rojiblanco (rouge et blanc).

Le club finaliste de la dernière Ligue des Champions doit quitter la saison prochaine son antre du Vicente-Calderon où il jouait à domicile depuis 50 ans, pour ce nouveau stade de 70 000 places, actuellement en construction dans l’est de Madrid.

En effet, le club de l’international français et joueur de l’Atletico Madrid, Antoine Griezmann migreraa dans les mois à venir dans le « Wanda Metropolitano », en l’honneur du nouveau partenaire majeur du club Rojiblanco, Wanda. En effet, le groupe chinois Wanda a acquis en avril 2015 20% du club madrilène pour 44,98 millions d’euros, lui offrant ainsi une position privilégiée pour obtenir les droits naming du nouveau  stade, en construction dans l’Est de Madrid.

Après avoir passé plus de 50 ans au Vicente Calderon, l’Atletico Madrid va donc changer de demeure en Août 2017, prenant possession de son nouveau stade, le Wanda Metropolitano, et de ses 67 000 places, après avoir passé plus de 50 ans au Vicente Calderon.

Bien évidemment cette annonce a fait du bruit dans le monde du marketing sportif et du sport en Espagne puisque L’Atletico Madrid, l’un des 3 grands clubs espagnols de football, est le premier à avoir signé ce type de partenariat, les droits naming de son stade, là où le FC Barcelona et le Real Madrid peinent toujours à avancer sur ce sujet malgré les velléités commerciales des deux grandes maisons espagnoles. 

Le nouveau nom du club est une référence au premier stade de l’Atletico Madrid, le Metropolitano, où se disputèrent les premières rencontres du club dans le Liga, avant de déménager au Vicente Calderón, situé dans le sud de Madrid, en 1966.

« Ce nom va réveiller beaucoup d’émotions parmi les fans de l’Atlético » a déclaré l’attaquant du club, Fernando Torres, passé par le centre de formation du club avant de devenir capitaine de l’équipe première et d’y revenir en 2015 après un passage à Liverpool. « Très bientôt, je pourrai dire à mon grand-père que j’ai joué au Metrpolitano. »

Atletico Madrid nouveau stade 3D
Rendu 3D de nouveau stade de l’Atletico Madrid

Miguel Ángel Gil Marín, président du club, s’est félicité de cet accord et du déménagement du club dans son nouveau stade, symbole de la grandeur et du rayonnement de l’Atlético.

Sous la direction de son coach charismatique, Diego Simeone, ancien milieu de terrain de l’Atlético de Madrid, le club est passé du statut d’équipe moyenne voire décévante à l’adversaire numéro 1 du Real Madrid et du FC Barcelona dans la lutte pour le titre en Espagne. L’Atlético est la seule équipe à avoir réussi à mettre à mal la décennie d’ultra-domination du Real et du Barça puisque les Rojiblanco ont réussi à remporter La Liga en 2014 et se hisser en finale de la Ligue des Champions 2 fois durant les 3 dernières saisons.

« Nous sommes très content et ravis de ce contrat. Atlético et Wanda sont deux marques globales en pleine croissante qui veulent continuer de grandir et atteindre de nouveaux sommets » a déclaré Gil Marin. « Wanda est un partenaire stratégique et notre changement de stade n’est pas un événement anecdotique, c’est un véritable pas en avant pour le futur du club. »

Non-rasassié par cette annonce, l’Atletico Madrid a aussi annoncé et présenté devant le même parterre de journalistes et d’invités le nouveau badge du club qui apparaitra sur les tenues des équipes à partir de la saison prochaine.

Créé par l’agence de design Vasava, le nouveau badge, plus rond, rend hommage au premier logo du club, utilisé juste après la création de l’équipe en 1903. Selon Vasava, ce nouveau blason « représente les valeurs traditionnelles du club tout en se projetant vers l’avenir. » Le capitaine du club et milieu de terrain Gabi Fernandez a aussi apprécié son nouveau blason pour l’Atlético : « J’aime ce nouveau badge, car il reste fidèle à l’histoire du club. »

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