In 1987, controversial politician and businessman Jesús Gil became club president, running the club until his resignation
in May 2003.
His desire was to turn Atleti into a major force in Spain and abroad, and spent heavily to achieve this. In the process Gil developed a ruthless reputation due to the manner in which he ran the club, hiring and firing managers in quick succession.
Atletico were sponsored by the Marbella Tourism Board for much of Gil's tenure as he was mayor of Marbella at this time
In the 1994–95 league campaign, the club barely avoided relegation with a draw on the last matchday of the season. The narrow escape prompted yet another head coaching change along with a wholesale squad clearance during the summer 1995 transfer window that saw many players being shown the door. Somewhat unexpectedly, in the following season, newly arrived head coach Radomir Antić finally delivered the much sought after league title as Atlético won the La Liga/Copa del Rey double
Kiko, a centre forward with tremendous technical ability and field vision who until then had been more familiar with relegation scraps than title challenges, starred in a title run which few could imagine being repeated today even by a more star-studded Atléti team. The Spaniards 11 goals that year only tell part of the story, with his all-round contribution to the team capped by a late-season double against Salamanca which effectively sealed the title