In a striking blend of sport and cinema, Netflix and Atlético Madrid have agreed a one‑off marketing partnership to promote the upcoming Peaky Blinders film The Immortal Man, transforming a routine La Liga fixture into a cinematic spectacle.
The initiative is set to take place on 14 March 2026, before Atlético’s La Liga match against Getafe CF at the Cívitas Metropolitano stadium. As part of the promotion, actors portraying characters from Peaky Blinders will escort the Atlético squad — including stars such as Antoine Griezmann, José María Giménez, Ademola Lookman, Alexander Sørloth and captain Koke — onto the pitch in period costume, creating a striking scene reminiscent of 1930s Birmingham.
The event goes beyond the tunnel walk: the stadium will be partially transformed to evoke the world of Peaky Blinders. Fans attending the match can expect themed features such as a replica of the Garrison Tavern, the series’ iconic pub, a period‑style barbershop and actors in flat caps handing out newspapers and berets to supporters. These immersive elements are designed to transport spectators into the gritty universe of the Shelby clan before kickoff.
This unusual collaboration is rooted in both brand synergy and promotional strategy. Netflix is using Atlético’s global reach to raise awareness of The Immortal Man, which continues the story of protagonist Thomas Shelby — portrayed by Cillian Murphy — after the events of the original TV series. The film premiered in select cinemas on 6 March 2026 and is scheduled to stream on Netflix from 20 March 2026 worldwide.
Atlético Madrid will also feature the partnership across its official social media channels, and a short promotional video featuring first‑team players in Peaky Blinders‑inspired scenes has been produced to amplify the campaign’s impact.
For Atlético, the deal represents one of the club’s most ambitious marketing activations to date. The collaboration underscores a growing trend among elite football clubs to explore cross‑industry partnerships — blending sport with entertainment and pop culture to engage broader audiences and expand commercial revenue.
With one eye on creative innovation and another on fan engagement, next weekend’s Peaky Blinders‑themed match promises to be an unforgettable experience for supporters and a notable moment in the evolving intersection of film promotion and live sport.
