Our CEO, Carlos Cantó, on the ESA Best Sponsorship Award 2025 Jury

Our CEO, Carlos Cantó, served as a juror for the European Sponsorship Association (ESA) Best Sponsorship Award 2025. Tons of strategic and high-effort projects were submitted, carefully analyzed, and assessed. Carlos highlights that sponsorship continues to grow year after year, but brands and properties must work hand-in-hand to fully leverage all the opportunities sponsorship offers. It is not just about brand visibility or campaigns, but also about:

• Brand reputation

• Business generation opportunities

• Hospitality and “money-can’t-buy” experiences

• Promotions and complementary actions

  
  

In short, sponsorship should be approached as a holistic, multi-target platform, designed considering multiple factors, including seasonality and geographical location.

Carlos thanks ESA for the opportunity, as well as his fellow jurors: Sophie M., Karen Fan, Matthew Leopold, and the rest of the brilliant jury: Rana Ghosal, Lucy Mart, David Atkinson, Katie Willis, Calum Watkins, Jonathan Steel, Alice Samtoy (nee Clay), Stuart Owen, among others.

Stay tuned for the Gala, when the winners will be announced!