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Sponsorship
In 1992, with the Barcelona’s Olympics Games, Telefónica started its alliance with the sports. It was the beginning of the relationship between the company and the sports that last 25 years. Its presence in many fields has done that Telefónica is the leader of the sponsorship in Spain. They have three objectives with the sponsorship:
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Supporting the world of sports: Telefónica has three methods of sponsorship. One method is the result of making ambassador to famous sportsmen. The sportsmen represent the brand by the world. One example is Rafael Nadal. Another method is to be the brand of sports teams and be reflected in them. One example is the Movistar cycling team. Finally, the last method is to be present in different sports events. An example is the sponsorship to the Olympics Games.
2. Approaching the clients: It has a program called Movistar Likes. Its function is to give access to unique experiences through raffles and contest with the sponsorship teams and company events for being clients. One example is free tickets for a Real Madrid’s match or an experience with basketball teams or a trip to see a MotoGP race.
3. Being a good partner: They use their technology to help their sponsorship. For example, the cycling team uses their Big Data unity (LUCA) as a tool to improve its performance.
