Our work


Find below some of the studies we have done at SPSG Consulting

Barómetro de Patrocinio Deportivo 

"El Barómetro de Patrocinio Deportivo" is divided in 4 sections: Companies, Properties, Fans and Trends.

The study analyses the key elements in sponsorship (from the property and company perspective) and the new trends in Sport Business anually.


El Barómetro also measures the association of brands with a sport or property by the fans.

Barómetro de Patrocinio Deportivo 2018

Brand objectives in Sponsorship

The report results confirm that sponsorship investment continues to grow, specially in terms of activation. 


One of the biggest trends is

 the creation of value through unique and exclusive content for sponsors, which allow to delve into the process of differentiation. 

In fact, brand reputation, the generation of unique content for sponsors, hospitality and brand presence on social media are gaining importance between brands when deciding to sponsor a property whilst brand visibility is already taken for granted. 

Click below to download the report

Barómetro de Patrocinio Deportivo 2018
Barometro de patrocinio deportivo 2018.p[...]
Documento Adobe Acrobat [64.1 MB]

Barómetro de Patrocinio Deportivo 2017


In 2017, Santander was the most notorious brand in sports sponsorship in Spain. Afterwards, Coca-Cola came in second position and was followed by Movistar.


 The results show that in a country where football is one of the predominant sports, the brands that sponsor big teams have a higher level of awareness in sponsorship. 

Naming Rights

What's more, the study also shows how naming rights enhance brand association to the sponsored property (e.g. Santander - LaLiga Santander, Endesa - Liga Endesa, Turkish Airlines - Turkish Airlines EuroLeague)

Click below to download the report

Barómetro de Patrocinio Deportivo 2017
Barometro de patrocinio deportivo 2017.p[...]
Documento Adobe Acrobat [7.1 MB]

Articles "Sports out of the Box"

Carlos Cantó also collaborates with Palco 23 (and other media and professional magazines). Hereunder, find some of the published articles.

Innovation in Sports Business

Innovations (which can be technological or non-technological) are continuous and drive the development of the society, sometimes at a speed difficult to assimilate by different stakeholders, also in the sports sector.

Football as a part of the Sports Business

This article delves into the future of football, not that much from a sporting perspective, but especially from a business point of view (with emphasis on: results, economic, social, image and reputation, etc).

Fan experience

In a context of greater business professionalization, the focus has shifted from engagement  to monetization, through the necessary satisfaction of  needs for a stadium (needs from fans, sponsors and other stakeholders of the ecosystem).

New paradigm in the access to sports audiovisual content

The way in which the population consumes  audiovisual content related to sports is changing. According to Nielsen, the time spent watching “traditional TV” by 18 and 24 year olds fell by 48% between 2010 and 2016 in the US.



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E-mail: carlos.canto@spsgconsulting.com


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