The Goyeneche Auditorium of the Spanish Olympic Committee (COE) successfully hosted the First Sports Marketing Forum, organized by the Commission on Marketing, Financing and Federative Management of the Olympic entity.
Inaugurated by the president of the COE, Alejandro Blanco; and the president of the Olympic Institution Commission, vice president of the COE and president of the Royal Spanish Handball Federation (RFEBM), Francisco Blázquez; and presented by the former international and Olympic Handball player of the London 2012 Games, Eli Pinedo, the Forum has unveiled the keys to sports sponsorship and patronage, marketing and communication of the institutions.
Alejandro Blanco, during his inaugural address, said that “within the many initiatives carried out by the Committee, the word ‘Marketing’ is always present. With this first Forum, your contribution will enrich the congress and open doors to advance this field. ”
For his part, Francisco Blázquez has said that “this is the beginning of a cycle of conferences that will be updated by the necessity of the federations. Tools are needed to defend private initiatives as well as public ones. ”
The first colloquium was about “Going out to win; Keys to Sports Sponsorship ”and has been moderated by Ignacio Solana, director of OéOé Comunicaciones. In his presentation, he has argued that the keys to marketing are “knowing the customer, knowing the value of the company, communicating, connecting and colonizing.”
He has then presented to the director of Marketing of the RFEBM, Javier Fernández, and the director of Advertising and Brand Telefónica España, Cristina Burkazo, who have agreed that “investment in communication and marketing is fundamental in the federations because the institutional part of the sport is fundamental ”.
Subsequently, the head of Global Sponsorships of Iberdrola, Elisa Yarte, and the board of the Social Area of the Royal Spanish Hockey Federation; Laura Márquez, have reaffirmed that “women’s sports should have more visibility as it helps to create referents in society, in addition to promoting equality and healthy habits in sport.”
After the break, the expert in Business Intelligence and Innovation, David Rosa and the IT advisor of the Royal Spanish Golf Federation, Daniel Álvarez, have explained: “How to optimize the data to generate value, since the data cycles, for the Marketing, they are based on data collection, publication, consumption, the impact they generate and their own food ”.
Next, the Sports Partnerships Manager of Twitter Spain, Dana Alonso, has addressed the public to highlight that this social network has “incredible value for the creation of the digital strategy that adds value and credibility to the product”.
The Communication Advisor of the Royal Spanish Rugby Federation, Kike Marín, has stressed that “a pedagogical work must be done for each sport in order to spread it. If the media do not understand a sport, the public will hardly get hooked. So we must speak well of the sport that is represented
”Marín has stated that“ we must show the values for companies and sponsors to see a degree of identification with them and establish synergies between Communication and Marketing ”, in addition, to affirm that “the COE and the CSD have to go hand in hand so that the athletes develop their natural talent and achieve results and that the sports are growing in a sustainable way”.
At the end of the day, President Alejandro Blanco thanked “for sharing time and commitment and knowledge” and wanted to reflect on the present and future of Spanish sport “who has one of the best world results in his sports competitions with an investment It is minimal.
The International Federations increase the calendar of competitions year after year and Spanish athletes must even pay out of their pockets to be able to compete in them due to the low investment in sport by private initiative.
The Law must look and study the sport model we want so that any company that wants to invest in the values granted by the sport and everything that it represents, obtains benefits for doing so ”.
“I want this Congress to be the first of many, so that together we can do better sports management,” he concluded.