top of page


The Sports Sponsorship Barometer presentation was held in Madrid on January 28th.

Carlos Cantó, CEO of SPSG Consulting, presented the results and key conclusions of the study in front of over 300 "phygital" attendants.

The Sports Sponsorship Baromoter is divided in 4 sections: Companies, Properties, Fans and Trends.

The study analyses on a annual basis the key elements in sponsorship (both from the property and the brand perspectives) and the new Sport Business trends. Moreover, it also measures the association of brands with a sport or property by the fans.


Carlos Cantó also moderated a debate where several experts talked about the main Sports Business challenges and trends moving forward: 


  • Mediapro: Mª Carmen Fernández, Innovation and New Business Manager

  • LaLiga: Jorge de la Vega, Commercial and Marketing Director

  • Dorna Sports: Pau Serracanta, General Commercial Director

  • NBA: Jesús Bueno, Vice President EMEA

These were the main takeaways

If you wish to know more about our insights and receive the full presentation of the 2020 Sports Sponsorship Barometer, send an email to

bottom of page