SPSG Consulting

The latest edition of the Esade Sports Business Summit took place on Monday, February 2, at Esade – Barcelona, co-organized by Esade Sports Business and the Sports Leadership Club. The panel, moderated by our CEO Carlos Cantó, featured: Juli Ferré Nadal, Llorenç Arnau, Ignasi Armengol, and Carlos Martin Marieges. Key insights: Sport should be seen through a “sportainment” lens, with venues monetized across multiple targets and including non-sport activities. Future sponsorships need to...

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...

The panel discussion centered on a key idea: sport, particularly in Europe, is evolving toward a model where financial sustainability, glocalization, and digital transformation are becoming increasingly important. There was broad consensus that future growth will depend on more professional management, developing fan-centric strategies 365 days a year, and moving sponsorship beyond logo visibility toward measurable, results-driven activations. 1) Key Trends in Sport Jorge Garbajosa...