International Seminar of Sports Marketing and Sponsorship

I International Seminar of Sports Marketing and Sponsorship

Johan Cruyff Institute brings together major global figures at the global level in the I International Seminar of Sports Marketing and Sponsorship

Johan Cruyff Institute’s I International Sports Marketing & Sponsorship Seminar proved to be a world-class seminar. The Real Club de Polo facilities were the scene of a major event that brought together, under one roof, renowned figures from the world of sport and its sports industry, a combination which is increasingly fruitful and in constant growth.

Johan Cruyff, founder of Johan Cruyff Institute in 1995, in an interesting interview broke down the reasons which led him to create what 15 years later has become an institution of reference in the field of sport management, sport marketing, sponsorship, coaching and football business.

Also passing through the stage were Richard Denton, CEO of Trefpunt-PRISM, a marketing agency with more than 20 years in the industry and experience in a wide variety of sports and events such as the FIFA World Cup, UEFA Champions League, F-1, Volvo Ocean Race, the Ryder Cup, Wimbledon, Roland Garros and Olympic Games. Adrian Wells, Marketing Manager of UEFA explained the birth, evolution and the future of marketing in the Champions League, and his colleague Mark Bogaerts, Global Events & Sponsorship Manager at Heineken International, talked about how this multinational brewery works its sponsorship in the Champions League. Cayetano Martínez de Irujo, President of the Athletes’ Association, was responsible for exposing sponsorship in Spanish sports through the ‘España Compite’ (‘Spain Competes’) programme.

The sponsorship challenges in the media put another interesting debate on the table at the hands of Jaume Roures, co-founder of Mediapro, Annamari Basora, Director of Communications & Sponsorship at La Vanguardia, and Raúl Ciprés, Professor of Marketing & Sponsorship at Johan Cruyff Institute and partner of CreativiaLab.

The seminar also delved into three aspects of sports marketing: digital marketing, in a presentation carried out by our E-learning Director, Víctor Jordan; sensory marketing, with Christian Mayer and Beth Prat, Managing Director and Commercial Director, respectively, of Emotion Experience, and marketing of a large sports event such as the Water Polo Final Six, at the hands of its Director General and former water polo player and coach, Santi Fernández de Cuevas.

Two elite athletes such as Carles Puyol, former captain of FC Barcelona, and Gemma Mengual, Olympic synchronized swimming champion, brought their vision on the best years of competition and the future that athletes face at the time of their retirement.

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