Carlos Cantó, CEO of SPSG Consulting, analyses with El Economista the current situation of Sports sponsorship in Spain and the brands that are investing the most in this marketing strategy.
Despite the crisis caused by Covid-19 and the consequences of its collateral effects, sports sponsorship has not stopped growing in Spain, mainly because it is not intrusive, but holistic, so that "it allows reaching different objectives at the same time, as well as reaching different audiences with the same sponsored property", according to Carlos Cantó.
However, which are the brands most associated with sports sponsorship at the national level? Coca-Cola climbs four positions in the ranking, followed by Santander, which rises one position, and Bwin, which moves from second to third place. Movistar remains in fourth place, and Fly Emirates, which gains one position, complete the "top 5" of the brands with the greatest notoriety as sponsors according to the latest Sponsorship Barometer of SPSG Consulting, to which El Economista has had access. In sixth place are Rakuten and Red Bull, followed by BBVA, Aquarius and Caixabank.
Carlos Cantó assures that "there is no doubt that Spain is an attractive country for brands", and he highlights the importance of companies linked to football, in a country where football is the predominant sport, because "the brands that sponsor the country's major teams have a higher level of association", as is the case of Real Madrid and Futbol Club Barcelona, leading clubs not only nationally but also worldwide.