Under the deal, the group also secured the rights to advertise its brand at the club’s training ground from 2008 to 2011. The deal will also see PAF launch the official club gaming website in early 2009. The site will be a source of information for fans across the world and will include exclusive interviews with players and coaching staff. It will also give supporters the best odds on matches and chances to win match tickets and VIP packages.
Anders Wiklund, Head of Business to Business at PAF, heralded the venture as ‘historic.’ He said, "Being able to team up with one of the best football clubs in Europe, which shares the same values as us, is a true honour for PAF. We have found a very like-minded club with a very good reputation, which is a cornerstone in this sponsorship agreement. PAF is dedicated to creating a win-win situation, not only for the Club, but also for Atletico de Madrid fans."
Atletico’s Commercial General Director, Juan Carlos Moya praised the sponsor’s pledge to distribute money to local charities and declared the deal to be “a win-win situation for the club, for the fans and for charity.”
