It is a good deal in my opinion. You just have to name something for a good amount of money. Nothing spent, 100% gain. Few people will notice the difference, most people will call it Atlético Madrid stadium or Metropolitano just like Etihad stadium, it is simply Manchester City stadium for many people and the club will keep the money.
At least it will benefit the club's income by changing the name of the stadium, not only ATMs do it, there are many clubs that change the name of their stadium for club income, the money that will be obtained can at least be used for club facilities and academy needs or buying players, but there is 1 club that is still strong and does not want to change the name of its stadium like Real Madrid, because we know that Real Madrid's money is very strong, so only clubs that have financial problems rent out their stadiums for club income.
I feel like they are doing the right thing by doing this, if it means any money then we should see all teams sell the name. Like if Real Madrid sell the naming rights would we stop calling it santiago bernabau? Of course not, you can name it whatever you want and we will still call it the same thing, and if it makes them a good chunk of money then they should sell it and get the money instead.