sportsbiz sportsmarketing

Ramón Loarte Launches Altrian Global Sports S.L.

By Taruka Srivastav | July 9, 2021

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.

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