Atlético de Madrid will play its first game of the season at 2:00 p.m., a decision that coincides with the arrival of Korean forward Kang-in Lee and seeks to reinforce the club's presence in the Asian market. The match, scheduled for this Saturday against Espanyol, will be the first in which the red and whites face each other at that time, since the previous matches had been played starting at 4:15 p.m., with exceptions against Real Madrid, Alavés and Athletic Club.
The time change has a double purpose. On the one hand, it allows the match to be broadcast at 9:00 p.m. in South Korea, the usual time for matches in that country, which facilitates the dissemination of Spanish football among Korean fans. On the other hand, Atlético has been working on a marketing strategy that includes the “mini-tour” of South Korea, where they faced Manchester City, and the presentation of Lee's signing in Gwanghwamun Square, which has generated growing enthusiasm for the club in the region.
Since the signing of Kang-in Lee, the club has seen an increase in demand for its shirts throughout Asia and a growing number of Koreans traveling to Madrid to see them at the Metropolitano. On the field, the Korean player has proven to be a key piece of the team, with two goals and one assist in ten games, and is considered the player with the most high-impact actions on the squad. His performance has cemented his status as one of the season's big signings.
Atlético de Madrid, which has sought to expand its international brand, sees the 2:00 p.m. time slot and Lee's presence as an opportunity to consolidate its red and white project in the Asian market. The combination of marketing and sporting performance has generated a positive perception among fans, who see Lee as an essential element for the future of the club. With the match against Espanyol on the horizon, Atlético will continue to evaluate its expansion strategy as it seeks to maintain its competitiveness in the league.