Atlético Madrid team up with Netflix on Peaky Blinders matchday takeover

Atlético Madrid have signed a commercial agreement with Netflix that will see the streaming service use the club’s stadium and media channels to promote ‘Peaky Blinders: The Immortal Man’, a feature-length continuation of the hit series.As part of the activation, actors dressed as characters from the ‘Peaky Blinders’ universe will escort Atlético’s players on to the pitch before the club’s La Liga home fixture against Getafe at the Metropolitano on March 14, with the match positioned as a live promotional moment ahead of the film’s Netflix release on March 20.The agreement also includes bespoke content with first-team players distributed via Atlético’s owned channels, reflecting the growing value of club-controlled media inventory for entertainment brands seeking global reach without buying traditional broadcast advertising.Matchday elements are expected to extend beyond tunnel walk-outs. Reports said the stadium will be re-skinned to evoke 1930s Birmingham, including period set-pieces such as a themed barbershop and costumed performers engaging supporters around the venue, turning the fixture into an immersive, sponsor-led fan experience rather than a conventional signage-heavy campaign.While financial terms were not disclosed, Norwegian outlet VG said Netflix is paying Atlético for the promotion, underlining how top-tier clubs are increasingly monetising access to their venues, talent and audiences via short-form, high-impact brand collaborations.For Atlético, the tie-up fits a broader commercial strategy built around eventisation and international brand building.The club has previous experience integrating film marketing into its sponsorship mix: between 2003 and 2005 Atlético carried film titles such as ‘Spider-Man 2’ and ‘Hellboy’ on their shirts as part of a deal with Columbia Pictures, a rare early example of an entertainment studio using a major football kit as media inventory.For Netflix, the campaign is another example of the streamer leaning into sport as both content and distribution, using elite clubs as marketing platforms to cut through in crowded release windows. The approach also signals a shift in how entertainment properties are promoted, combining in-stadium theatre, player-led social content and global football fandom to create reach that extends well beyond the live audience.