GMP Students visit LaLiga, Atlético and the GSIC in Madrid


Students from SPOAC’s GMP went on an innovative exploration with their Professor, Prof. Dr. Simon Chadwick. Their destination? The Global Sports Innovation Center in Madrid. There the students visited lectures of top speakers from the Spanish sports business.

Adolfo Bara, General Manager for Marketing & Sales at La Liga, talked about the internationalization strategies of the Spanish league. This includes also the endeavor to increase the media revenue significantly from 650 Million to one Billion Euro.

Furthermore, the GMP students were invited to Atlético de Madrid where Ínigo Aznar, Commercial Director from the soccer club, gave insights into the coming challenges in light of the recently finished stadium construction and the future development of the club. Because the new Wanda Metropoletano stadium has room for 7000 business seats which is ten times the amount in comparison to the former capacity of business seats at the Estadio Vicente Calderón.

While on the Madrid trip during the “Sports Marketing” module and through the conversations with the Spanish top managers and the additional information of sports marketing expert Prof. Dr. Simon Chadwick, the GMP students received answers to these three key questions: How do you build a digital brand? What actions can be helpful to realize international growth? And where can online marketing be successfully implemented?