If you’ve ever spent five minutes in a Madrid café on a Tuesday morning, you’ve seen it. That bright red masthead. Diario AS. It’s everywhere. It sits on zinc counters next to half-eaten churros and steaming espresso. People don't just read it; they dissect it. They argue over it.
Honestly, calling it a "newspaper" feels like a bit of an understatement in 2026.
For the uninitiated, Diario AS is the heartbeat of Spanish sports journalism, specifically the Madrid-centric flavor. It’s part of the PRISA Group, the same powerhouse behind El País. But where El País is the serious, buttoned-up sibling, AS is the one shouting at the referee from the stands. It’s passionate. It’s biased. It’s incredibly influential.
But here’s the thing: most people outside of Spain—and even many inside—don't realize how much the publication has pivoted. It’s no longer just a print product you buy at a quiosco. It’s a global digital beast that’s currently fighting for dominance in the US, Chile, Colombia, and Mexico.
The Real Power of the Front Page
The "portada" of Diario AS is legendary. It’s basically the front porch of Real Madrid.
When AS puts a player on the cover, things happen. Market values shift. Agents get phone calls. It’s a symbiotic relationship with the sport that you rarely see in the UK or the US. Think about how ESPN handles the NFL. Now, multiply that by a thousand and add a heavy dose of Spanish flair.
The paper was founded back in 1967. Back then, it was trying to chase down Marca, which is still its biggest rival. The rivalry between AS and Marca is basically the media version of El Clásico. If Marca leans slightly more towards the "official" line of Real Madrid, AS has historically been a bit more willing to poke the bear, though both are undeniably Madridista at their core.
Who is actually running the show?
For decades, the face of the paper was Alfredo Relaño. The man is a titan. He’s the one who popularized the term "Villarato"—the theory that refereeing decisions were biased toward Barcelona during the Villar era of the Spanish Federation. Whether you believe the conspiracy or not, Relaño’s pen shaped the narrative of Spanish football for a generation.
Vicente Jiménez took over the editor-in-chief role later, steering the ship through the digital-first era. Under this leadership, Diario AS stopped being a Spanish paper and started being a "Spanish-language" paper. That distinction is huge. It’s why they have a massive office in Miami and why they cover the NBA and NFL with a level of intensity that rivals American outlets.
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Beyond the "White House" of Madrid
You’d be forgiven for thinking AS only cares about Real Madrid. They do. A lot. But they’ve spent the last few years trying to prove they aren’t a one-trick pony.
- Cycling: They have a deep, almost romantic obsession with the Vuelta a España.
- Tennis: Every groan and triumph of Rafa Nadal has been documented in 4K prose by their writers.
- The "Other" Madrid: Atlético Madrid gets a significant amount of ink, though the "Colchoneros" often feel like they’re the younger sibling in the paper’s eyes.
Actually, let's talk about the English version.
AS USA is a weird, fascinating experiment. They take the high-energy style of Spanish reporting and apply it to the Premier League and American sports. It works because it feels different. It doesn't have that dry, stats-heavy feel of some US sites. It feels like a fan talking to a fan.
Dealing with the "Fake News" Accusations
Look, sports journalism is messy.
Transfer rumors are the bread and butter of Diario AS. During the summer months, the site is a whirlwind of "Mbappé is coming" or "Haaland seen in Marbella." Sometimes they get it right. Sometimes they are so far off it’s comical.
But that’s the game.
They rely on access. If an agent wants to leak a story to put pressure on a club, they call a journalist at AS. The publication has to balance being a legitimate news source with being a mouthpiece for the industry's power players. It’s a tightrope walk. You have to read between the lines. If a story is written by a veteran like Tomás Roncero, you know you’re getting pure, unadulterated passion (and a heavy Real Madrid bias). If it’s a tactical breakdown, it might be more objective.
Why the Digital Transition Actually Worked
Most newspapers died in the 2010s. AS survived because they realized early on that video and social media were going to eat the world.
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They lean hard into "AS TV."
They don't just write about a goal; they have a panel of four people screaming about it on a livestream. They’ve embraced the "Chiringuito" style of journalism—highly emotional, highly shareable. It’s not everyone’s cup of tea, but it keeps the lights on.
They also lean heavily into SEO. If you search for a score or a lineup, AS is usually in the top three results. They’ve mastered the art of the "live blog." Their minute-by-minute updates of matches are some of the best in the business because they include snarky commentary that makes you feel like you're watching the game at a bar.
The Cultural Weight of the "AS" Brand
It’s hard to explain to someone who hasn't lived in Spain just how much weight the name carries.
When Diario AS gives a player a "zero" in their post-match ratings (represented by a lack of "picas" or spades), it's a national scandal. The "picas" system in AS is the gold standard for fantasy football players in Spain (Biwenger, etc.). One journalist's opinion on a Saturday night can literally ruin the weekend for millions of fantasy managers.
That is real power.
It’s not all sunshine and trophies
The paper has faced criticism for its treatment of women's sports in the past, often relegating them to the back pages or focus-testing "lifestyle" content. However, there has been a visible shift recently. The rise of Alexia Putellas and the Spanish Women's National Team's World Cup win forced a reckoning. AS had to pivot. They started giving the Liga F (the women's top flight) the front-page real estate it deserved. It wasn't just about being "woke"—it was about where the audience was going.
How to Read Diario AS Like an Expert
If you want to actually get value out of reading AS, you have to know how to filter the noise.
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- Check the Author: Learn the names. If you see a piece by a tactical specialist, trust the data. If it’s an opinion columnist, expect fireworks.
- The "Picas" Matter: If you’re into sports betting or fantasy, the player ratings are the only thing that matters. They are subjective, but they drive the market.
- Watch the International Versions: The AS Chile or AS Mexico sites often have better "local" scoops than the main Madrid site.
- Ignore the Headlines: AS is the king of clickbait. The headline will say "REVOLUTION IN MADRID," and the article will be about a backup goalkeeper changing his diet. Read the first three paragraphs before you get excited.
The Future of the Brand
As we move deeper into 2026, AS is doubling down on AI-assisted reporting for basic match data while keeping their "star" columnists for the heavy lifting. It’s a hybrid model. They know they can’t compete with bots on speed for "who scored the goal," so they are focusing on "why the goal matters."
They are also pushing hard into the Saudi Pro League and MLS coverage. They follow the stars. Wherever Messi, Ronaldo, or the next billion-dollar phenom goes, AS follows with a camera crew and a notebook.
Actionable Takeaways for the Sports Fan
You don't need to speak fluent Spanish to get the most out of this outlet.
First, use their English edition for a different perspective on the Premier League. It’s often less "parochial" than the UK press. Second, follow their lead writers on X (formerly Twitter). That’s where the real-time news breaks before it ever hits the website.
Third, if you’re a student of sports business, watch how they monetize. They are masters of branded content and integrating betting odds without making the site feel like a casino.
Ultimately, Diario AS is a survivor. It’s a relic of the old world that figured out how to thrive in the new one by being louder, faster, and more opinionated than everyone else. It’s not always pretty, and it’s definitely not always "objective," but it is never boring. Whether you love them or hate them, you can’t ignore them. In the world of sports media, that’s the only win that counts.
To stay ahead of the curve, keep an eye on their "Opinion" section for shifts in club politics, as these often precede major board changes or coaching hires long before they are officially announced. The nuance is in the subtext.
Next time you see that red logo, remember: you aren't just looking at news. You're looking at a carefully curated piece of Spanish cultural exports that influences the most expensive sport on the planet. Keep your eyes on the "picas" and your skepticism high for transfer rumors, and you'll navigate the world of AS just fine.