NEWS

IKL Branding in the sports sector

On May 29 a new IKL training session took place, in this case focused on branding in the sports sector, where we discovered the key points to build a coherent and relevant brand.

About fifteen professionals from the sector attended the session, which was given by Raúl Ciprés, founder of Creativia Lab, a leading company in the activation of the "new sponsorship" and the conceptualization and execution of communication and marketing projects. The speaker is at the same time a professor at EAE BusinessSchool, Johan Cruyff Institute, ESADE and Blanquerna. His professional career, highly linked to the sports sector (as Director of the Badalona Youth Marketing Department, Bianchi's General Director, Marketing Director of the Real Club de Polo de Barcelona, General Director of Marketing of RCD Espanyol and Youth Advisor), has allowed us to realize the importance of branding with real practical cases of the sports industry.

Throughout the session techniques and sensory tools that we can apply to increase the attraction of our brand, such as the use of the golden ratio, were addressed. We also learned how our brand has to be prepared to activate digital soports and new technologies, such as virtual reality, holographic technology and augmented reality to generate "Fan Experience Journey".

For the west, a good brand has to be able to evoke the past, collecting its own history, provoke emotions to the present and invoke the future. It has to pick up the principles that have made it unique, because, in short, they are its distinguishing feature. It is also essential to value the experience to obtain "prosumers", consumers who are fans of the brand that generate content around them. Finally, we can not forget that the changes of emotions that can cause a certain brand, generate changes in attitude and, therefore, changes in consumer behavior.


OTHER NEWS

We interviewed Marcos Garzo, co-founder and CEO of Sporttips, a technology platform that offers sport, health and wellness services, connecting athletes with certified specialists. ‘We have developed an ecosystem (’Ecosystem as a Service‘) based on a technology (’EaaS‘) that allows us to provide customised solutions to various types of partners: from major federations, events, clubs, gyms, etc. that cannot afford to have this transversal and digital ecosystem “in-house”, to multinational companies and SMEs that need better productivity and a better return on investment (use) of the benefits they offer to their people (employees) to strengthen their company culture’, explains Garzo. Sporttips' motto is “Fez del deporte un hábito saludable” and its main objective is “to create bridges with entities / collectives and companies that share this same vision and want to take action to further energize the sports industry in Spain and professionalize and democratize the best services for athletes (amateurs and professionals), with a clear focus on Sport, Health and Wellness”.

Des d'INDESCAT volem que les organitzacions que formeu part del clúster tingueu encara més presència i visibilitat. En aquest sentit, teniu al vostre abast una secció que s'anomena "Notícies dels socis". Aquest esdevé un espai exclusiu perquè les entitats sòcies d'INDESCAT puguin exposar i difondre les seves pròpies novetats i notícies més destacades, per tal que la resta d'associats i altres empreses de la indústria esportiva estiguin al cas del més rellevant de la vostra empresa.

A new call for grants for innovative cooperative projects is expected to be published soon. If you are a member of INDESCAT and you have an innovative project, contact us at xfaura@indescat.org and we will help you get it off the ground!

In the current context, Catalonia faces global challenges such as climate change and the water crisis. Managers of sports facilities play a very important role in these challenges and have a unique opportunity to contribute to positive change. It is for this reason that INDESCAT is organising the 5th EFISport Course: Energy Management in Sports Facilities, which will start on 16 April. Together with the Clúster de l'Energia Eficient de Catalunya (CEEC), INDESCAT organizes the 5th EFISport Course, which is an excellent opportunity for managers of sports facilities to achieve a complete vision of the basics to manage them efficiently from an energy point of view.

INDESCAT has participated in the 4th face-to-face meeting of the I3-INSHAPE project, held in the city of Lahti, Finland, on April 8 and 9 and organized by LADEC and LAB University of Applied Sciences. This meeting has focused on work packages 2 and 3, which try to find SMEs that enter the project to solve the needs of the Flagships (leading emerging companies that represent each region) among which is Onalabs Inno-Hub, the Catalan Flagship and partner of INDESCAT.

We interviewed Cristina Marín, co-founder and general manager of BIWPA, the Barcelona International Water Polo Academy, which promotes a unique training methodology focused on improving individual technique and tactics, as well as perfecting foundations and decision-making. Regarding the challenges of the entity, Marín highlights that "in the short term, August 2024, we will organise for the first time the Summer Academy in Los Angeles aimed at athletes from the area. In the long term, we are working to replicate our academy in California". The co-founder of BIWPA explains that being part of INDESCAT will allow them to "seek synergies with clubs or private entities in the sports tourism sector, and also with technology companies that will facilitate and streamline processes (registration, database management, etc.)".

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