Meet The Team

Carlos Cantó

CEO of SPSG Consulting 

Carlos Cantó spent more than 10 years at IMG (now, WME-IMG Endeavor) as the Vice-President of the Consulting division. Afterwards, he moved to Lagardère Sports (now, SportFive), as Vice-President of the Consulting Division. Since September 1, 2016, he is the CEO of SPSG Consulting.


So far, he has lead consultancy projects in 25 countries, including USA, Canada, China, India, Singapore, Indonesia, UAE, Saudi Arabia, Azerbaijan, Spain, Portugal, France, Germany, Andorra, Italy, Greece, Austria, Bulgaria, Belgium, Ireland, UK, Brazil, Chile, Bermuda and Barbados. He has pioneered in designing and deploying Corporate Partnership Program projects for Public Service Entities (public transport, parks, etc.). So far, he has helped to raise US$375M. He also advises corporations, such as Santander, Bankia, Endesa, Enel, Cepsa, Zurich, Toyota, Baxi, Mahou, Caser, Pizza Maestro, etc. in sponsorship strategy, as well as properties and other stakeholders of the sport and entertainment industry (Spanish Basketball Federation, Spanish Paralympic Committee, Mediapro, ADO, Consejo Superior de Deportes, EuroLeague Basketball, LVP-Liga Videojuegos Profesional, Spanish Swimming Federation, RCDEspanyol de Barcelona, GSIC powered by Microsoft, Museum of the Future-Dubai, Ferrari World Abu Dhabi, etc.)


He started his professional career at Productos Pepsico (now, FritoLay International) as an analyst. Afterwards, he became a partner of Consultur (specialized in tourism and leisure). In 1999, Consultur was acquired by Tea-Cegos. In 2000, he was promoted within CEGOS Group (Consulting, Training and Recruitment), becoming the Head of Studies and Communication in Spain. Carlos joined IMG in 2003 and Lagardère Sports in January 2014.


Carlos holds a BBA and a MBA at ESADE Business School, including an academic stay in HEC (Paris, France). He has always been collaborating with some media and professional magazines (Expansión, Palco23, MK, etc), and is a “Sports Business and Management” professor at ESADE Business School (MBA, MSc as well as lecturer to MBA students visiting ESADE from Wharton, Georgetown, George Washington University, etc.), IE-Instituto de Empresa (Master in Marketing), Escuela Universitaria Real Madrid – Universidad Europea (MBA Sports Management, as  well as lecturer to MBA students visiting Escuela Universitaria Real Madrid from Columbia University, Saudi Arabia, etc.) and a lecturer at LaLiga Business School and ISDE.


Finally, he is a Member of the Board of the Spanish Marketing Association, and leader of the “Sports” chapter. In addition, he is a Member of the Advisory Board of WFS – World Football Summit, SportIn Global, OWQLO and BYS-Book Your Stadium.

Álvaro Carias

Consultant at SPSG Consulting

Alvaro Carias joined SPSG Consulting 2020 as a consultant. Previously he served as Business Development Executive at Up2You Sports, a sports marketing agency specialized in Sponsorship. Prior to that he served on the Corporate Development Division of Hotel Investment Partners and had a work experience at JP Morgan.

Alvaro holds a Master of Science in Business Analytics as well as Bachelor's Degree in Business Administration from ESADE Business School. He also has completed international study programs at Fundação Getulio Vargas (Brazil) and Coller School of Management (Israel). 


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