Working as a joint venture, the two companies will develop and manage all food and hospitality services, premium ticket sales and marketing for the Spanish venue, which is under construction and scheduled to open in 2016.
It is the first contract which Centerplate has secured in the Spanish market. The company is planning to conduct market and fan research to create a mix of hospitality experiences tailored to appeal to a wide variety of fan preferences.
The findings will be used to customise fan hospitality areas inside and outside the stadium, integrated infrastructure and interior design, customer relationship management programmes and menu development.
Miguel Ángel Gil Marín, chief executive for Atlético de Madrid, said: "As we embark on a new era for Atlético Madrid and our supporters, we searched around the world for the best partners for our new stadium, and we can say with confidence that when it comes to hospitality, fan experience, research and stadium design, we are bringing our fans the very best. They deserve nothing less."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.Follow @samedwardsevent