Xavi’s blog
Rethinking Sports Marketing.
Sports marketing executive with ten years of experience in Strategy, Revenue and Activation.
The other side of the table
My journey in sports marketing started at a 2nd division football club in Spain in my hometown, Tarragona. An internship, which evolved into my first professional contract, became an accelerated MBA. After structuring the commercial inventory of the club, and...
Artificial intelligence and human work
Hey, ChatGPT, how can sports marketers stay relevant considering the growth of artificial intelligence? Sports marketers can stay relevant in the age of artificial intelligence by continuously educating themselves about AI and its applications in marketing, leveraging...
Getting a job in Sports Marketing
How can I make the first step? How can I level up in my sports marketing career? To those seeking for job opportunities in sports business, this is for you. Rather than a playbook, which doesn't exist, here are some insights from experience that could help. We do...
Solid product, growing business
The World Cup is back. Since 2019, women’s football has proved its impressive trajectory and promising future with several sponsorship, attendance and viewership records. Last year, the final of the CAF Women’s Africa Cup of Nations gathered 50,000 spectators, 91,000...
Thoughts about the experience in Qatar
Argentina won the FIFA World Cup. Qatar crowned one winner, except it wasn’t the only one. Our job is to deliver what winning means for fans, brands and media. The trophy can be found in exposure, engagement, community or business. Commonly, a combination of them....
Learning from Serena Williams’ brand
Is women’s sport narrative obsolete? A widespread message of equality, purpose and sacrifice builds most stories about female athletes, teams and competitions. But, are they all the same? The story we tell ourselves about the product is the product. On Running was...
What I learned in Sports Marketing
Doing work you’re proud of is the shortest path. A recent Harvard Business Review study shows how the habit of reflection, particularly on surprise, failure and frustration, can separate extraordinary careers from average ones. On my way to nine years in sports...
“The biggest women’s European sport event”
The sports industry is competing for attention and purpose-driven engagement like never before, with events like the FIFA World Cup, Formula 1 or Super Bowl and social causes like sustainability, gender equality and human rights. While FIFA aims to make the FIFA World...
CaixaBank’s Equal Pay
More than 50% of the digital conversation about banks in Spain is negative and, in general, 60% of Twitter users expect a response to their tweet within an hour. Evictions, non-payments, mortgage or bank bailout were the top negative mentions around banks in early...