São Paulo Agrees Long-Term Deal With Sportsbet

São Paulo Futebol Clube has a new master sponsor i.e. the website Sportsbet.io, one of the largest in the sports betting segment in the world and which, in recent years, has been investing more and more in the Brazilian market. The agreement is valid for the next three and a half years – until the end of 2024.

In addition to stamping its brand on the front of the São Paulo uniform, Sportsbet.io will also appear prominently on the back of the shirt, above the number of athletes. Other properties acquired by the brand range from the creation of digital content and platforms, activations in a Morumbi box, generation of opportunities in the website’s platform markets at events related to São Paulo, in addition to stamping the brand on the shoulder blade and back of the women’s team and on the basketball team.

São Paulo’s marketing executive director, Eduardo Toni, expressed his satisfaction with the agreement. “It is with great joy that São Paulo Futebol Clube starts this journey with Sportsbet.io, a company with expertise in the international football market. This agreement symbolizes our incessant work since the beginning of this administration to enhance our brand. Even under the suspicion of a few about the paths to irreversible professionalization, we were aware of the weight and tradition of our history. May it be another victory in this trajectory”, said Eduardo Toni.

São Paulo champion by Tricolor in 1998 and pentamundial by the Brazilian national team in 2002, São Paulo idol Denilson has been an ambassador for Sportsbet.io since 2018. He also showed his excitement with the new project.

“For my part, I can say that the expectation is the best possible. I’ve been with Sportsbet.io for three years and I know their seriousness and competence to deal with what lies ahead. For me, it will be an honor to make this bridge and play together with the fans that I always liked and that always hugged me. Helping to bring to Tricolor the biggest sponsorship deal in the club’s history, with a company that I trust – and I’ve been with it all this time – is rewarding. I can guarantee that a lot of cool things are coming out there”, he declared.

Sportsbet.io, by the way, is no longer a novelty on the national football scene. In addition to the partnership with Denilson, the site has also been one of Flamengo’s sponsors since 2019, adding numerous co-production projects by both parties. In addition, the company has always sought to approach the Brazilian market with several activations on its website to promote this journey. And the sponsorship of São Paulo will help even more to establish its bases of operation in the country.

Justin Le Brocque, head of marketing at Sportsbet.io, explains that this ad should open a new page in the brand’s history not only in Brazil, but also in its global expansion.

“São Paulo is one of those few clubs in Brazilian football that you don’t need to contextualize when talking about it in any corner of the planet. Creating a partnership with an institution of this size and representativeness means a big step for Sportsbet.io in our clear objective of always providing the best for our customers, especially in Brazil. We are sure that both sides will gain a lot from this exchange of experiences and I am also convinced that the São Paulo fans will come ‘to play together’ with us”, said Justin Le Brocque.

Globally, Sportsbet.io also stamps its brand on Southampton’s shirt, in addition to being a partner of Arsenal, traditional English football clubs. Known for being the biggest cryptocurrency betting site in the world, Sportsbet.io is also present at CS:GO, through the naming rights of Imperial Sportsbet.

World Triathlon Approves 2021 Bonus Pool Prize Money Of $750,000 Rising To $1mn For 2022

World Triathlon’s Executive Board has approved this Thursday to allocate $750,000 USD in Bonus Pool Prize Money for the 2021 Maurice Lacroix World Triathlon Championship Series Ranking, which will be distributed after the 2021 World Triathlon Championship Finals in Edmonton.

The Board has also approved a significant increase in the Bonus Pool for the 2022 season to a landmark $1million.

World Triathlon, like all international sports organisations, was forced to hit the pause button on international competitions in 2020 with the worldwide effect of the pandemic and the placing of travel restrictions in many territories, and restarted competitions in the second half of the year. In 2021, World Triathlon was able to restart the Olympic Qualification Period in May and has successfully hosted several events, though the 2021 season will also be shorter, with fewer events than usual.

The events that will count for the 2021 Maurice Lacroix World Triathlon Championship Series Rankings will be:
World Triathlon Championships Yokohama (1000 points for the winner)
World Triathlon Championships Leeds (1000 points for the winner)
Tokyo 2020 Olympic Games (1000 points for the winner)
World Triathlon Championships Montreal (1000 points for the winner)
World Triathlon Championship Finals Edmonton (1250 points for the winner)

The athletes’ final points totals will be the sum of the points earned from a maximum of three events out of the possible four and the Finals in Edmonton. The points will be decreased by 7.5% for every position.

The World Triathlon Championship Series season starts immediately after the previous season’s World Triathlon Championship Finals are concluded and finish with the next World Triathlon Championship Finals. As such, points won at the World Triathlon Championship Series events due to take place after Edmonton (Hamburg, Bermuda and Abu Dhabi) will all count for the 2022 season.

World Triathlon’s Executive Board has also urged the revision of the conditions with all event organisers to try to reduce costs for athletes that have increased with the impact of hosting events under bubble conditions due to COVID. World Triathlon is already working with the Canadian organisers and Canadian authorities to try to reduce these costs in Montreal and Edmonton and will communicate any changes or updates as soon as available.

PGA Tour Extends Partnership With Anheuser-Busch

The PGA TOUR and Anheuser-Busch has announced an extension of their longstanding marketing relationship that continues Michelob ULTRA’s position as the “Official Beer Sponsor of the PGA TOUR and PGA TOUR Champions” through 2024.

Additionally, O’Doul’s will continue to serve as the “Official Non-Alcohol Beer of the PGA TOUR and PGA TOUR Champions.”

As part of the multi-year extension, Anheuser-Busch will add Michelob ULTRA Organic Seltzer as the “Official Hard Seltzer of the PGA TOUR,” a new official category for the PGA TOUR.

“We are thrilled to continue our longstanding relationship with Anheuser-Busch and look forward to celebrating 30 years of partnership in 2024,” said Brian Oliver, PGA TOUR Executive Vice President of Corporate Partnerships. “As all great partnerships do, our relationship has evolved over the years, and we share in the excitement that Michelob ULTRA is the fastest-growing beer brand in the United States. The PGA TOUR takes pride in providing the very best products for our fans, and we look forward to the addition of Michelob ULTRA Organic Seltzer with this extension to complement Michelob ULTRA and O’Doul’s.”

Anheuser-Busch’s partnership with the PGA TOUR began in 1994, and Michelob ULTRA became an official sponsor of the TOUR in 2002. Michelob ULTRA will continue to have a substantial activation footprint at tournaments across the PGA TOUR and PGA TOUR Champions schedule.

“Partnering with the PGA TOUR over the years has allowed Michelob ULTRA unprecedented access to engage with and provide meaningful experience to golf fans, who are core consumers of our beer,” said Ricardo Marques, Vice President of Michelob ULTRA. “Stepping into yet another new chapter with the PGA TOUR is truly exciting as fans are welcomed back and we build even greater experiences for years to come.”

LPGA Signs Dow As Official Sustainability Resource Partner

The Ladies Professional Golf Association (LPGA) and the Ladies European Tour (LET) announced that Dow will serve as the Official Sustainability Resource for the organizations.

The move symbolizes Dow’s commitment to help sectors continue to develop, mobilize and accelerate effective action, and generate far-reaching results across a range of priority themes connected to the United Nations Sustainable Development Goals.

The partnership is a four-year commitment to collaborate toward these goals – creating a strategic blueprint for sustainable action across women’s professional golf that will extend existing initiatives in equity, diversity and inclusion, and strengthen approaches to climate action, promotion of biodiversity, and reductions in resource use and waste.

Together, Dow, the LPGA and the LET aim to deliver direct positive impacts; generate tangible and lasting legacies; share knowledge; and celebrate credible and inspirational leadership examples.

“Our work with the LPGA and LET is perfectly in step with Dow’s ambitious 2025 sustainability goals, specifically by leading a blueprint for sustainability and engaging with communities, customers and employees for positive impact,” said Mary Draves, chief sustainability officer and vice president, Environment, Health & Safety, Dow. “Through creative collaborations with like-minded partners, we can help ensure the well-being of people and the planet through the power of sport.”

“We have a history with Dow in promoting inclusion and career advancement for women in golf and we’re excited to expand this effort through this first-of-its kind partnership,” said Kelly Hyne, LPGA Chief Sales Officer. “As one of the world’s longest-running women’s professional sports associations, we have a distinct opportunity to drive meaningful change among tournaments, players, fans and the communities that welcome us by taking action on sustainability – socially, environmentally and economically.”

As the Official Sustainability Resource, Dow is working closely with the GEO Foundation for Sustainable Golf (GEO) — a non-profit organization dedicated to inspiring, supporting and recognizing sustainability in and through golf around the world. Dow and GEO will provide expertise to help develop LPGA and LET strategy, plus support and solutions to ensure effective and impactful delivery. GEO brings a wealth of experience to the table, working collaboratively with golf governing bodies, associations, athletes and media over the last 15 years. More widely, GEO has been highly active in the mainstream movement of sustainability, consulting with government agencies, NGOs, and business and supply chain platforms to bring the latest knowledge and insights to sustainability solutions for golf associations, tournaments, venues and athletes.

The expanded collaboration is an evolution of the success achieved at the inaugural Dow Great Lakes Bay Invitational (Dow GLBI) in 2019, which became the first LPGA tournament to be GEO Certified®.

The first year of Dow as the Official Sustainability Resource will be dedicated to creating a baseline for long-term success, as well as exploring immediate opportunities for new action in inclusion, diversity and environmental stewardship. The program will expand to include developing initiatives which will promote sustainability and events centered on education and empowerment of young female golfers.

“Golf can play a highly valuable role in both championing and delivering on important social and environmental issues,” said LET Chief Executive Officer Alexandra Armas. “Alongside partners such as Dow and the GEO Foundation, we are able to develop our leadership, support others and then celebrate powerful stories across our community. We are inspired to take action on some of the most important issues of our time – fostering nature; conserving resources; taking climate action; and strengthening communities through women’s professional golf.’

TSN Secures Broadcast Rights For National Lacrosse League In Canada

The National Lacrosse League , the largest and most successful professional lacrosse property in the world announced a historic partnership with TSN, Canada’s Sports Leader, to bring games to Canadians across broadcast and live streaming platforms for the first time since 2016.

The new agreement is the league’s most comprehensive Canadian broadcast partnership in its 35-year history, and marks the next in a series of major steps the league has taken in recent months as it moves towards returning to play on December 3, 2021.

The multi-year media rights partnership between the NLL and TSN includes exclusive rights to the regular season “NLL Game of the Week,” as well as comprehensive playoff action, including the NLL Championship Series. TSN also delivers NLL coverage to TSN and TSN Direct subscribers through live streaming on its digital platforms, TSN.ca and the TSN app. Schedule details and additional content information will be announced in the coming months. The 2021-22 NLL season begins the weekend of December 3 with 14 teams, five of which are based in Canada.

“As one of our new owners, Wayne Gretzky, reminded people a few weeks ago when we launched our new franchise in Las Vegas, box lacrosse is the national summertime sport of Canada, and we couldn’t be more pleased and eager to bring the NLL back to Canadian fans with TSN, the country’s premier sports network,” said NLL Commissioner Nick Sakiewicz.

“This partnership will give us the ability to distribute NLL games to even more fans than ever before and showcase our amazing athletes, coaches, and action that so many Canadians love so dearly and have enjoyed in person.”

“Box lacrosse is an exciting, fast-paced sport, and we are very proud to partner with the NLL to grow the game and bring comprehensive live coverage to Canadian viewers throughout the season,” said Nathalie Cook, VP, TSN and RDS. “The NLL is a significant addition to our live sports schedule, one we know our fans will enjoy for years to come, and we’re excited to deliver expansive coverage, both on and off the floor, to spotlight the league’s talented players.”

Norwich City Names JD As Shirt Sleeve Partner

Norwich City has signed JD as its official shirt sleeve partner for the 2021-22 Premier League season.

The JD logo will feature on the sleeve of the Canaries first-team on its home, away and third kits for the new season, as well as adult and junior replica kits.

City’s new home jersey will be available to purchase from Saturday, July 10 from 9am.

From their first store opening in 1981, JD, has long been recognised as an industry leading UK specialist multichannel retailer of fashionable branded sports and casual wear.

Working closely with the club, JD will be supporting their partnership with a wide range of activations and opportunities, locally and through its growing international base, whilst also stocking the new kits in selected JD stores and online at jdsports.com.

JD will join new front of shirt partner Lotus and technical kit partner Joma as new principal partners for the club.

Head of commercial development, Ben Tunnell, said: “We are delighted to welcome JD Sports as our new sleeve sponsor and Principal Partner. JD is one of the country’s leading high street brands, whose exciting marketing aspirations help symbolise our own ambition for the upcoming 2021-22 Premier League season.”

“Our first-team’s shirt will be supported by three tremendous partners in Lotus, Joma and JD and is testament to the work of many at Carrow Road who have worked to ensure Norwich are seen as an exciting commercial opportunity for brands.”

JD Group executive chairman, Peter Cowgill, added: “It’s fantastic to see Norwich City back in the Premier League and we are excited for JD to partner with them ahead of the new season.

“With our store footprint in the East Anglia area, alongside the club’s growing international popularity, we are looking forward to bringing this partnership to life and JD being part of the journey ahead.”

Innovative Technologies At Tokyo 2020 To Connect Fans Globally

A day after announcing that no spectators will be allowed at the Tokyo 2020 games, the organisers said that fans around the world and in Japan will be able to experience the thrill of the Olympic and Paralympic Games Tokyo 2020 thanks to new, innovative technologies.

Tokyo 2020 will be broadcast globally to a potential audience of over 5 billion people, with more coverage by broadcast partners than any previous Olympic Games across both linear TV and digital:

In Japan, TV coverage of Tokyo 2020 is expected to be around double that of Rio 2016. In the USA, NBCUniversal will air more than 7,000 hours of coverage across TV and digital platforms – a US Olympic record.

Across Europe, Discovery Eurosport will air up to 4,000 hours of coverage on its TV and digital platform. This unprecedented level of content will be available in 48 territories.

The IOC and Olympic Broadcasting Services (OBS), working with the Tokyo 2020 Organising Committee and Olympic broadcast partners (RHBs), have also created a suite of digital tools as part of the “Share the Passion” project. It will allow athletes to engage with friends and family in the venues and allow fans all over the world to be actively involved in supporting their sporting heroes.

Fan Video Matrix: Allows fans to be a genuine part of the Games experience by sharing their reactions to the sporting action in five-second video selfies, which will be displayed as a video matrix inside the venue.

Cheer Map: A virtual “cheer” button will be embedded on several broadcasters’ digital platforms. Fans can watch the broadcast feed of an Olympic event and virtually clap or cheer by clicking the button. The system collects all the cheers and renders a global map of “cheer activity”. The map is sent as a video stream to broadcasters and showcased on venue video boards.

Athlete Moment – Family & Friends: At selected venues, Olympians will be able to interact live, straight after their competition with their family and friends back home through dedicated “Athlete Moment” stations.

“Our ambition is to bring the magic of the athletes’ achievements to the world on an unprecedented scale. Technology is going to play a critical role and allow us to bring fans ‘inside the venue’ virtually. This is an important ambition, not just for the fans, but also for the athletes as they compete on the world’s biggest stage. The IOC and OBS have been able to benefit from the great partnerships we have with the world’s leading media companies and sponsors and with Tokyo 2020. We also believe these new digital innovations will leave a legacy which we will build on at future editions of the Olympic Games,” says OBS CEO Yiannis Exarchos.

For Tokyo 2020, OBS will again push the boundaries of Olympic broadcasting by producing more than 9,000 hours content, 30 per cent more content than for Rio in 2016, in more formats, to assist the world’s broadcasters in bringing the Games to the world. The full live coverage will, for the first time in Olympic history, be in Ultra High Definition (4K) HDR with Immersive Audio (5.1.4). Audiences around the world will be introduced to never-seen-before camera angles, 360-degree replays, multi-camera live Virtual Reality (VR) coverage and more analytical data processed by Artificial Intelligence (AI) than at any previous Olympic Games, including:

Intel’s True View cameras, which offer, for the first time, immersive replays for all basketball matches. True View builds three-dimensional, 360° video through an array of cameras installed high in a stadium or arena.

3D athlete-tracking technology developed in collaboration with Worldwide TOP Partners Intel and Alibaba. This first-of-its-kind broadcast enhancement technology uses AI and computer vision to enhance the viewing experience with near real-time insights and overlay visualisations during the athletics sprint events (100m, 200m, 400m and 4x100m relay, as well as decathlon/heptathlon). Viewers will be able to understand at what exact moment each sprinter reaches their peak speed and analyse the different phases of the race in detail through a full set of race statistics.

In another breakthrough, the coverage of the archery competition will provide biometric data from miniature sensors worn by the archers. The monitor’s receptors will detect the heart rate and transmit the data wirelessly to generate the on-screen television graphics. Audiences will be able to witness the heartbeat variations and adrenaline rush experienced by the archers as they shoot their arrow.

In addition, the IOC has developed additional ways to enhance the way worldwide audiences will experience the Olympic Games, including:

olympics.com – launched by the IOC in May 2021, the new platform provides a single, people-centric digital presence that utilises Olympic digital and social media channels to drive engagement and deliver content and communications. Offering a comprehensive source for Olympic information, news and original content, olympics.com creates one destination for all Olympic online properties – including the Olympic Channel, Tokyo 2020 and all future Games – allowing for improved, streamlined digital engagement during and between each Games.

The Tokyo 2020 FanZone – an interactive gamification experience on olympics.com and the official Tokyo 2020 website and mobile app that will engage and unite fans around the world leading up to and throughout the Olympic Games:

Pre-Games: Fan can take part in regular trivia competitions to win prizes or enjoy thrilling sporting action from past Olympic Games via Magic Moments and vote on their favourite highlights.

During the Games, the Fantasy Challenge will allow fans to create a team by selecting their 10 favourite athletes from individual sports. Fans can start a league with friends or join an existing one to compete against other teams.

And in the Bracket Challenge, fans can attempt to select the winning bracket in each team sport while competing with friends and other fans around the world.

To celebrate the spirit of the Olympic and Paralympic Games, the IOC, in partnership with Worldwide Olympic Partner Airbnb and the International Paralympic Committee (IPC), will give people the chance to experience the Games like they’ve never done before, with a new collection of Olympian and Paralympian Online Experiences on Airbnb. Under the banner of “Tokyo Together”, the Olympian and Paralympian Online Experiences will bring the magic of the Games to the homes of fans around the world, from watching and commenting on the Games live with Olympians, to experiencing behind-the-scenes action live from Tokyo.

In addition, Coca-Cola’s PLAYNATION hub provides group experiences and games that can be played anywhere, whether through the Virtual Torch Relay, or gamification experiences. Coca-Cola will offer exclusive video content through unlockable rewards based on user engagement across the platform released throughout the Games.

Samsung will continue its legacy of supporting athletes by providing them with exclusive Galaxy S21 5G Tokyo 2020 Athlete Phones to help maintain real-time connections, keep up with information, and capture and share memories of the Games with their friends and family back home.

Worldwide Olympic Partner Intel will stage the Intel World Open esports tournament, ahead of the Olympic Games, engaging fans around the world.

The European Tour And Sunshine Tour Sign A Landmark Deal

The European Tour and the Sunshine Tour have signed a new landmark partnership.

The European Tour has committed to help further develop the Sunshine Tour, improving the existing international pathway between the two Tours that has seen countless South African players benefit from over the years, and to recognise the sustained contribution of South Africa’s professionals and Sunshine Tour Chairman Johann Rupert in the development and growth of the game worldwide.

The PGA TOUR – the European Tour’s Strategic Alliance partners – are fully supportive of this new development in global golf which will focus on two key areas.

The first of these is the fact that the South African Open Championship – one of the oldest and most prestigious tournaments in world golf – is guaranteed as a co-sanctioned tournament between the European Tour and the Sunshine Tour through 2025, with a minimum prize fund of US$1.5 million for this period. Further tournaments to fall under this new co-sanctioning agreement will be confirmed in due course.

The Challenge Tour will also benefit from the new partnership with a commitment to not only continue to stage the existing three Challenge Tour events in South Africa, but also to create several new co-sanctioned events which will feature on both the Challenge and Sunshine Tours.

Keith Pelley, Chief Executive of the European Tour, said: “For many years the European Tour has greatly valued the relationship we have enjoyed with the Sunshine Tour and today’s announcement is the next step in that journey together.

“Through the leadership, vision and commitment of Chairman Johann Rupert, the Sunshine Tour has not only flourished and produced many of the game’s greats over decades, it is also part of the ecosystem that is at the very core of professional golf.

“We have been proud to stand shoulder to shoulder with the Sunshine Tour on this pathway for over a quarter of a century and we very much look forward to continuing this partnership for many years to come.”

Thomas Abt, Commissioner of the Sunshine Tour, said: “This partnership is an acknowledgement of the contribution that our Chairman Johann Rupert has made not only to the advancement of the Sunshine Tour and its legacy, as well as golf development, but also to the overall growth of the global game.

“We are delighted with a partnership that recognizes South African golf’s place in the history of this great game, and which has been showcased through our long association with the European Tour. Selwyn Nathan, our Executive Director, has been instrumental in forming this partnership with the European Tour with our Chairman and Board’s counsel, and which sees us in the position that we are in today. This partnership will open the door to even greater growth for our players.”

PGA TOUR Commissioner Jay Monahan said: “We are thrilled to see these two leading golf organizations come together for the benefit of the global game, players and fans. The European Tour and Sunshine Tour each have rich histories, celebrated events and a proven record of developing some of the world’s best players. This new partnership further illustrates the strengthening ecosystem of professional golf that we have all worked together to build for the betterment of the game.”

Formula E Adds Cape Town, Vancouver And Seoul As New Locations

Formula E and the FIA will be featuring three new locations as part of a record sixteen-race season spanning 12 cities across four continents.

The calendar was ratified following the day’s earlier FIA World Motor Sport Council in Monaco, confirming the busiest season yet of electric racing.

Getting underway in late January, the season opener will once again take place under the stars of Diriyah following the success of last season’s inaugural night race. The Formula E grid will then head to Mexico City before visiting the first of three new cities with South Africa’s Cape Town – returning single-seater FIA World Championship racing to the country for the first time since the 1993 South African Grand Prix.

China then makes a welcome return to the Formula E calendar in March 2022 before events in Rome and Monaco, with the race in the Principality moving from a biannual event to an annual event following May’s hugely successful E-Prix and the accommodation of the Automobile Club de Monaco.

Berlin, the only city to have featured in every season, takes its familiar place on the calendar in May followed shortly after by the second new venue with Vancouver.

Racing then heads to the Big Apple for a series of double headers beginning with the New York City E-Prix, before two races at London’s ExCeL and a climatic double-header season-finale in Seoul utilising a circuit incorporating the Olympic Stadium.

After two consecutive years of absence due to the global pandemic, Formula E plans a return of the Parisian race in 2023 for the arrival of Formula E’s Gen3 cars. The Paris E-Prix will move to a biannual event format, adapted to provide a new balance for the championship’s calendar. Each year of racing will see Paris welcome the Allianz E-Village, the electric mobility celebration and laboratory of innovative ideas promoting clean mobilities.


Alberto Longi, CCO Of Formula E said: “In Formula E’s short history, we have always looked to grow the championship and our reach. Next season is set to be another landmark for the series with a record number of races and incredible new cities backing Formula E and our electric movement.

:To be returning racing to South Africa, along with the likes of Vancouver and Seoul, is a huge achievement for the series, on top of expanding Monaco to an annual event. As our last season with the Gen2 car, it promises to be one of the most exciting yet and lay the foundations for the all-new Gen3 era in season nine.”

Ramón Loarte Launches Altrian Global Sports S.L.

Ramón Loarte launches global sports marketing firm.

The former Sevilla FC executive is starting his own global sports marketing and business agency aimed at brands, clubs, tournaments, and sports federations. The new agency will be focused on helping to implement key products and services in a global sports industry going through profound transformation.


The Sevillian executive creates Altrian Global Sports S.L. to work with brands, clubs, tournaments, players, brands, and other sports properties, based around the current and future challenges of the global sports industry. It will develop innovation projects aimed at maximizing business generation, covering strategic areas that will be a priority to be implemented in the next 3-5 years.


“The Covid pandemic, the current global crisis, the audiovisual paradigm shift, the consumption of new generations and technological advances, make it even more necessary to generate greater efficiency and effectiveness in the various companies that are part of the sports industry, generating greater value and economic performance, to continue enjoying privileged positions enjoyed to date.

“Competition is increasingly global, is increasingly enormous and now affects all sports disciplines without exception, all of them competing on a game board with an ever-increasing number of players and is becoming more and more demanding. The model has changed completely. If the industry does not change certain behaviors, then sports properties will suffer greatly in the coming years on and off the field.”


The services and products offered to Brands, Clubs, Players and Tournaments/Sports Federations and other Sport Properties, has 5 major specialized pillars:
• Altrian Advisory: Consulting on Marketing, Business Development, Digital and Internationalization.
• Altrian Tech & Digital: Technology Products and Services and Digital Platforms oriented to business.
• Altrian Sponsorship: Sponsorship Design, Marketing and Activation. • Altrian Players & Talent: Personal Image management of players and talent.
• Altrian Retail Off & Online: Comprehensive management and channel development of global retail, e-commerce and marketplaces.
Each of the 5 pillars is born with the firm purpose of delivering maximum value to its clients in one of the most transcendental moments for the sports industry generally.


Ramón Loarte joined Sevilla FC in May 2014 to transform and modernize the Club, develop it internationally, as well as boost revenues. After 7 seasons he developed a number of qualitative and quantitative projects, the latter being reflected in the annual accounts, going from €9.8M in marketing and commercial revenues in June 2014 to almost €18M in June 2020, almost double.


Qualitatively, he built a Digital Team, BigData and Business CRM, and started with the creation of a new digital ecosystem consisting of a responsive and multi-language website (accessible from all mobile devices), several mobile APPs, Promotional and Loyalty Platform “Sevilla World Fans”, Integrations with Statistical Data, Podcast Technology, Automated Digital Content, CRM Business Intelligence Center, Online Stores (Club + Amazon + AliExpress), POS Stadium Bars, among others.


In addition to the redesign and restructuring of the main sponsorship assets, among the sponsorship agreements closed during its stage stand out international brands such as: New Balance, Nike, Cruzcampo, Coca-Cola, LG, Alibaba/AliExpress, ZTE Mobile, Valvoline, MarathonBet, TLCBet, Betfair, Fornite, MyHeritage, Makita, Falken, Disney, Uber, EverFX, Turismo de Sevilla, Amazon among others. Agreements with international distributors (Italy, Mexico, USA) and international pre-season tours (Japan, USA – Dallas FC and Liverpool), LED system agreements (AIM Sports) and with numerous sports marketing agencies worldwide.

Among the most outstanding marketing national and international campaigns are the advertising activation at Seville Airport, the rebranding of the stadium, the design and development of the events where the 4th and 5th UEL were held at the stadium, the double activation with “Game of Thrones”, the local and international season ticket campaigns, season tickets, Christmas, kits, activations in the USA, Mexico, China, India, Japan, Colombia, and Brazil.

The creation of the e-sports division (current runners-up), “El Gran Derbi”, agreements with various NGOs, the opening of the store in the Center and 2 remodeling’s of the stadium store, among others.


In addition, in the international arena, Ramón Loarte has frequently participated as a speaker at major industry events such as Leaders, Soccerex, World Football Summit, iSportsConnect, Half-Time, and World Tourism & Travel Council.


Loarte has a Degree in Advertising as well as a MBA at IE Business School, Mobile Master at ISDI, and developed its 20 years of career working at telecommunications companies such as Telefónica and Deutsche Telekom, as well as in Top Global Agencies such as GroupM https://www.groupm.com & WPP https://www.wpp.com , prior to his seven years at Sevilla Football Club.