Xavi’s blog
Win in Sports Marketing
Real learnings about Strategy, Commercial and Activation in Sponsorship. Former CBF Commercial and Marketing Manager, currently at Iberdrola Brazil.
The risk of polarisation
When speaking with the marketing manager of a Spanish club, the following question came up: How do you convince a company that doesn’t want to sponsor a club for fear of losing rival fans? Passion, which makes sport a different product, is inseparable from the...
The Red Bull effect
Red Bull and Italo Ferreira did it again. Exactly one year after the “ring of fire” shot. This time, the photographer Marcelo Maragni captured the surfing’s first Olympic champion with the 2023 A3 Tsuchinshan-Atlas. “The comet of the century” only returns to the...
Three business drivers for sponsors
Sponsorships that don’t help the business are donations. Amazon’s multi-year partnership with the NWSL is a business decision. Awareness, engagement or sales are what sports entities can offer. And, everything needs to lead to the third. So, this is our job. Help with...
Adidas, show me the money
“We are not anti-sports, we are pro-profitability”. This is what Ted Sarandos, Netflix co-CEO, answered about why the streaming platform doesn’t invest in big sports events live streaming. The same statement could have been made by the President of the German FA (DFB)...
Investing USD 7M in a Super Bowl ad
Was it worth investing USD 7 million for a 30-second ad during the LVIII Super Bowl? While advertisers’ marketing departments prepare to prove a good result from Sunday, let’s reflect on its value for brands. The Super Bowl, as the World Cup or Formula 1 GP, needs to...
The language gap
In the last post the other side of the table, I shared some lessons learned about marketing partnerships from a sponsor perspective. On this one, the objective is to discuss how the interaction with potential sponsors can be improved. In other words, to speak the same...
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 take the first step? How can I level up in my sports marketing career? To those seeking job opportunities in the 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...