The Kang-in Effect Transforms Atletico Madrid's Asian Market Strategy
The signing of Lee Kang-in has surpassed all expectations in Atletico Madrid. The arrival of the player is not just the incorporation of a new number 7, but has transformed the framework of the club. Atletico Madrid is using Kang-in to solidify its position in the Asian market. Kang-in left Paris Saint-Germain, France, last month and joined Atletico Madrid. The club invested a total of 40 million euros (approximately 66.5 billion Korean won), including a base transfer fee of 35 million euros and 5 million euros in add-ons.
What has happened?
Atletico Madrid appears to have recouped its investment within just over a month after signing Kang-in. Spanish media outlet 'Bosporfuli' reported on August 12 (Korean time), 'Atletico Madrid has become financially stronger. The club is finalizing new main sponsorship contracts. One with a Korean company and another with a European firm. These contracts are expected to generate 20 million euros (approximately 32 billion Korean won) each. Since Kang-in's arrival, the club's focus on the Asian, particularly the Korean, market has intensified. His joining has elevated the club's appeal in a strategic market and created new commercial opportunities.
Why does this matter for Atletico Madrid?
The 'Kang-in effect' does not end there. 'EstoEsAtletico,' a platform covering Atletico Madrid news, stated, 'Kang-in has completely transformed Atletico Madrid's status across the Asian continent in just weeks. The club has become a sensational team that excites the entire Asian region. Figures support this phenomenon.' It added, 'Atletico Madrid brought 10,000 jerseys for their Korea tour. Nearly all were sold out before the matches. Kang-in's jersey sold out on the club's online store even before his official unveiling. The club expects his jersey sales to increase fivefold.
What comes next?
Indeed, 50,078 fans attended the preseason friendly between Atletico Madrid and Manchester City, England, held at Seoul World Cup Stadium on August 9. Fans braved the heat to witness Kang-in's unofficial debut for Atletico Madrid. With a confirmed star like Kang-in, Atletico Madrid will face Marseille, France, in a friendly on August 15. The club will begin its 2026-2027 Spanish Primera Liga season with an opening match against Malaga at home on August 20, officially entering the title race. Atletico Madrid is currently in 4th position in La Liga, with 57 points, 17 wins, 6 draws and 8 losses in 31 games, and a goal difference of +19. They are 22 points behind the leaders Barcelona. Their next fixture will be against Elche at home on February 21, 2027.
