This article contains adult content that may be inappropriate for minors. Please confirm that you are 18 years or older to continue. This article contains images or details that some readers may find disturbing. Reader discretion is advised. Atlético Madrid and Netflix have entered into an agreement to promote the film The Immortal Man, based on the popular series Peaky Blinders, reveals The Athletic. The initiative, which involves players and the Metropolitano, aims to promote the new film from the streaming platform, which will be available starting March 20. This partnership includes the creation of a short promotional film featuring several stars from the first team, including Griezmann, the club's all-time top scorer, Giménez, Lookman, Sorloth, and captain Koke. The collaboration will peak during the La Liga match against Getafe on March 14. Sources familiar with the plan revealed that Atlético players will be escorted onto the pitch by a group of actors dressed as Peaky Blinders to 'ensure their safety.' The atmosphere at the Metropolitano will be transformed to transport fans to 1930s Birmingham. The Garrison Tavern, the Shelby family's meeting point in the series, will be recreated, and there will be a barbershop inspired by the era. Actors handing out newspapers and flat caps will interact with fans, enhancing the immersion. Additionally, a special show is planned on the stadium screens and sound system, complemented by a light display on the Metropolitano's circular video board, known as the sky ribbon. This specific agreement with Netflix is a one-off, with the streaming giant paying the Spanish club for the use of its stadium, players, and social media channels. Although it is not a multi-year contract, similar advertising actions are expected to emerge in the future, although the amounts involved have not been disclosed. This initiative reflects Netflix's increasing investment in the sports industry, which already includes documentaries like Formula 1: Drive to Survive and the film Baila, Vini, about Real Madrid star Vinícius Júnior. The company also announced an agreement with FIFA for the launch of a video game. In turn, Atlético Madrid has been exploring new marketing strategies, a trend that predates the majority acquisition by Apollo Sports Global. The hiring of renowned executives, such as former La Liga CEO Oscar Mayo as corporate general director, has propelled this new approach. This is not the first time the club has ventured into unusual partnerships. In July, Griezmann, Koke, and Marcos Llorente participated in an initiative to promote the Disney+ series The Bear, where they became chefs for a day. The club also has agreements with Red Bull and its fashion brand, Alpha Tauri. These strategies appear to be paying off, with Atlético's commercial revenue increasing by more than 25 percent in the past year, rising from €90.16 million to €113.46 million. These figures do not yet include revenue from events and concerts, areas the club is successfully maximizing. Atlético Madrid's connection to the film world is not new, as its long-time president, Enrique Cerezo, is an influential film producer with over 10,000 films to his credit. This historical relationship has recently manifested again, this time with a campaign inspired by the Peaky Blinders series, aligning the club's motto—courage and heart—with the Shelby family's philosophy. Between 2003 and 2005, the Madrid club displayed movie titles such as Spider-Man 2, Hellboy, and Hitch on its jerseys, as a result of a promotional agreement with Columbia Pictures. This partnership resulted in iconic moments, with stars like Harrison Ford and Will Smith posing with Atlético jerseys at premieres. Driven by its commercial revenue, the club aims to reach €500 million in revenue this season. Just last week, before the second leg of the Copa del Rey semi-final against Barcelona, Cerezo made an enigmatic reference to this connection. When asked about the threat posed by Lamine Yamal, the president responded in a way that confused Spanish journalists: 'Does Barça have Lamine? We have Julián [Álvarez], Tom Ford, Smith, and many others…' This type of marketing strategy is not exclusive to Atlético. In January 2024, during a Premier League match between Chelsea and Fulham, a group of men in green coats was seen at Stamford Bridge brushing their teeth and holding books, in a promotional stunt for the film Argylle, a Kingsman spin-off. At the time, then-Chelsea manager Mauricio Pochettino stated he was 'aware' of the stunt, arguing that it 'did not affect the spectacle.' The Argentine coach added: 'For the fans, I think it's good to see the film promotion, and it seemed very, very good to me. They invited me to the premiere.' Regarding the legality of these actions, sources from La Liga, who requested anonymity, clarified that activities organized by clubs off the pitch are not under the league's jurisdiction. The same rule applies to anything that does not influence the course of the game or its television broadcast. According to competition regulations on advertising and commercial exploitation, anything outside these parameters is the responsibility of the clubs themselves.
Unusual Partnership This The Immortal Man remains central to this story.
Unusual Partnership This The Immortal Man remains central to this story.
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