At the forum “The Legacy of Sporting Events in Catalonia,” organized by Johan Cruyff Institute, the head of sport sponsorship at Damm Group shared the strategy of this leading brand
Sponsorship enables brands to connect with audiences through the emotion of sport, making it a widespread practice. According to a report by 2Playbook Intelligence, companies in Spain invested €1,757 million in sports sponsorships in 2023. The forum featured a panel dedicated exclusively to this topic, titled “Activation and Measurement of Sponsorship in a Sporting Event,” where two experts discussed the present and future of this strategy.
Sergi Pérez, Head of Sport Sponsorship at Damm Group, and Manu Campás, Founding Partner at Auria Projects, explored the dynamics of sports sponsorship, emphasizing activation and measurement as key elements for success. They also examined the impact of new technologies on the industry and the importance of incorporating sustainable practices.
Sergi Pérez’s experience at Damm Group is particularly notable. With a history dating back to 1876, Damm Group is one of the leading companies in the beverage industry, managing over 25 beer brands with a presence in more than 133 countries. Its communication and sponsorship strategy is firmly rooted in sports and culture.
Evolution of Damm’s Sponsorship Strategy
Damm’s strategy, as well as the general context of sponsorship, has evolved. It is no longer just about advertising impact; today, there needs to be a compelling story behind the sponsorship. At Damm, we focus on actions that allow fans to directly associate the brand with the sponsored entity.
Tools and Metrics Used by Damm to Measure Sponsorship Effectiveness
In our metrics, we analyze return on investment in detail. We assess consumer impact through social media, television, event attendance, and brand visibility. Additionally, we consider both tangible returns, such as hospitality packages, and intangible returns, such as the alignment of brand values with the sponsored party, which enhances the brand’s value proposition.
Innovation and New Technologies in Sponsorship Work
Big data is here to stay. Understanding audiences is crucial for measurement and resource optimization. New technologies enable us to collect relevant data to evaluate strategies, as well as activation or sponsorship proposals, defining the specific impacts we can have on consumers.
Sustainability in Sponsorship Strategy
We are proud to be one of the first brands, not just in the beer industry but more broadly, to integrate sustainability as a core brand value. This commitment extends to our role as sponsors. For instance, we have replaced plastic rings and cups with reusable or biodegradable alternatives. Sustainability is now a fundamental and consistent requirement for any activation.
Expectations for the Calella Forum
I hope we enjoy discussing sponsorship, a topic that is highly relevant today. I also foresee a future where sponsorship departments become more technical, both in brands and in the properties and agencies managing these relationships.
Main Ideas Addressed at the Event
During the panel I participated in, we emphasized the importance of consistent brand communication to ensure effective value association. We also highlighted sustainability as an essential element in sponsorships, from both the perspective of the sponsors and the sponsored, collaborating in a unified direction. Alongside Manu Campás, we discussed value propositions and sponsorship objectives, agreeing on the need for alignment between activation, contracts, and negotiated assets with strategic goals.
