In a landmark moment for inclusion in football, Atlético de Madrid has become the first club to receive the Access Champions Certification by AccessibAll. The certification was officially awarded at the Riyadh Air Metropolitano on Sunday, 18 May – marking a powerful milestone in accessible sports leadership.
“Atlético Madrid receiving the very first Access Champions Certification is not just a milestone, it’s a statement,” said Olivier Jarosz, CEO of AccessibAll. “Inclusion in football isn’t about ticking boxes or complying with technical checklists; it’s about how we treat people. When a club truly cares about how every supporter is welcomed, particularly those in a situation of disability, that’s when the game becomes genuinely universal.”
Backed by over 15 years of expertise and more than 200 expert stadium reviews for UEFA, AccessibAll’s Access Champions Certification introduces a new gold standard for inclusion across the sports and entertainment industries. It recognises organisations that go beyond structural accessibility to embed inclusive practices at the core of their operations.
AccessibAll’s evaluation framework is built around six key pillars:
- Infrastructure Accessibility
- Fan Engagement & Community Building
- Digital Accessibility
- Matchday Services for Disabled Fans
- Services for Visiting Disabled Fans
- Leadership & Awareness in the Disability Space
The certification programme comprises three progressive tiers:
- AccessibAll EasyAccess Guide – a self-assessment toolkit granting access to AI-driven e-learning and community events.
- AccessibAll Recognition – a three-year acknowledgement following an on-site assessment, with designations including AAA Grand Master, AA International Master, and A Master.
- AccessibAll Certification – the highest distinction, involving mystery guest audits, annual rankings (top 10% receiving a three-star label), and promotion of best practices through leagues, federations, and the AccessibAll Global Summit.
This is more than a badge – it’s a strategic framework designed to:
- Build inclusive fan experiences
- Strengthen loyalty among supporters and sponsors
- Inspire purpose-driven innovation
“This certification is not about passing judgement. It’s about offering guidance, support, and recognition to those who are ready to take meaningful steps,” added Jarosz. “We built it with clubs and stadium operators to be realistic, practical, and above all, deeply human.”
The Access Champion underscores a core belief: that accessibility is not a checklist, but a cultural transformation. From digital services to matchday operations, accessibility is becoming a competitive edge and a clear reflection of organisational values.
“Inclusion in football has never been about state-of-the-art facilities, it’s about intent and mindset,” Jarosz continued. “I’d always choose a club with an ageing stadium and a willingness to improve, over one with cutting-edge infrastructure that delays action. One of the most frustrating responses we hear is: ‘We’ll revisit accessibility once we build a new stadium.’ That misses the point entirely. Accessibility starts now, with people, with attitude.”
For clubs, leagues, and stakeholders, this is an opportunity to lead by example and shape a future where football is truly a sport for everyone. As Jarosz concluded, “This certification recognises those who are ready to act – not those waiting for perfection, but those who are committed to progress.”
