Media Sponsorship

What Media Sponsorship does

Media Sponsorship is a privately-held sports marketing and sponsorship agency headquartered in Madrid, Spain, with a team that has more than 20 years of experience in the sector. The firm serves three primary customer segments: consumer brands seeking association with sports properties, sports institutions and federations seeking to commercialize their sponsorship rights, and broadcasters requiring sponsorship integration for sports content. Its service portfolio is organized into four integrated lines: Patrocinio (creation, commercialization, execution and development of sponsorship programs for sports properties), Consulting (advisory on sponsorship investment and brand commercialization, including in new geographic markets such as Asia), Acciones Especiales (event activation, tournament creation and stadium management), and Activación de Patrocinios (implementation and management of client sponsorship deals including advertising commercialization and hospitality).

The business operates on a professional services revenue model, monetizing through sponsorship program creation and commercialization fees, advisory retainers, activation execution, and event management. Media Sponsorship acquires exclusive sports properties — including historical rights such as the ACB/Liga Endesa basketball league (2004-2015), RTVE broadcasts of Spanish National Football Team matches, FIBA Basketball Champions League rights within Spain, and FC Barcelona brand commercialization in China — and develops integrated sponsorship packages around them. Notable proprietary activations include the DKV Pádel Women Tour (14,000+ participants over six years), the Jaguar Running to the Marathon program for the New York Marathon, and the 2012-2016 commercial management of the Vicente Calderón stadium.

The client roster spans blue-chip enterprise brands across insurance (AXA, Generali, DKV, Pelayo), telecommunications (Vodafone, Orange), beverages (Coca Cola, Estrella Galicia), automotive (Honda, Jaguar), retail (El Corte Inglés), banking (LaCaixa), food service (McDonalds), transportation (Renfe), energy (Iberdrola), and broadcasting (RTVE). Geographic footprint is concentrated in Spain with selective European and Asian engagements. No technology platform, AI capabilities, or recurring SaaS revenue are part of the offering; the firm's defensibility rests on exclusive property rights, domain expertise, and long-tenured institutional relationships.

Name

Media Sponsorship

Legal name

Media Sponsorship

Website

https://mediasponsorship.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Media Sponsorship is a Madrid-based sports marketing agency with over 20 years of experience serving consumer brands, sports federations, and broadcasters by creating, commercializing, and activating sponsorship programs for sports properties primarily in Spain and Europe.

Ownership category

akta.pro rank

Product category

Sports Marketing Services

NAICS

Media Buying Agencies (54183), Promoters of Performing Arts, Sports, and Similar Events (7113), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting) (MPAKALAK)

akta.pro secondary industries

Sponsorship & Sports Media Rights Buying (BPAFABAH), Sponsorship & Sports Media Rights Buying (MPAAABAO), Sponsorship & Sports Experiential Marketing (MPAAAGAE), Hospitality, VIP & Experiential Sponsorship (Suites, Fan Zones, On-Site Activations) (MPAKALAH)

Keywords

• Sports marketing
• Sponsorship programs
• Brand activation
• Sports consulting
• Athlete partnerships

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Sponsorship Program Creation and Commercialization: Creating, commercializing, executing and developing sponsorship programs for sports properties and institutions. They acquire exclusive properties and develop comprehensive sponsorship programs for brands.
2. Sponsorship Consulting and Advisory: Advising companies and institutions on investment and commercialization of sponsorship programs, including brand development and territorial commercialization.
3. Sponsorship Activation: Activating sponsorship programs through event management, hospitality, advertising commercialization, and brand experiences at sports properties.
4. Event Management and Ownership: Managing and commercializing sports and entertainment events, including stadium ownership and event execution (e.g., Vicente Calderón stadium from 2012-2016, DKV Pádel Women Tour).

Go-to-market motion3 records

Distribution channels1 record

Marketing channels3 records

Core offering

Media Sponsorship is a Madrid-based sports marketing agency that evaluates and selects sports properties aligned with each brand's objectives, acquires exclusive properties, develops and executes comprehensive sponsorship programs, and provides brands with access to top-level athletes. The company also advises sports institutions on the investment and commercialization of their sponsorship assets and brand development in new geographic markets.

Product overview

Media Sponsorship is a sports marketing and sponsorship agency offering a comprehensive suite of services. The core offering consists of four integrated service lines: Patrocinio (Sponsorship) for the creation, commercialization, and management of sports sponsorship programs; Consulting for advisory services on sponsorship investment and brand commercialization; Acciones Especiales (Special Actions) for event activation and tournament execution; and Activación de Patrocinios (Sponsorship Activation) for implementing and managing client sponsorship deals. The company specializes in sports marketing with over 20 years of experience, evaluating and selecting sports properties aligned with brand objectives, acquiring exclusive rights, and developing comprehensive sponsorship programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Patrocinio (Sponsorship) Creation, commercialization, execution, and development of sponsorship programs for sports properties and institutions, including exclusive sponsorship packages for sports broadcasts and competitions.
• Consulting Advisory services for companies and institutions on sponsorship investment and commercialization, including brand development and marketing strategies in new geographic markets such as Asia.
• Acciones Especiales (Special Actions) Special event activation services including stadium management, tournament creation and execution, and sports marketing campaigns with media exposure, such as the DKV Pádel Women Tour and Jaguar Running to the Marathon.
• Activación de Patrocinios (Sponsorship Activation) Implementation and activation of sponsorship programs for clients including advertising commercialization, hospitality services, and branded experiences at sporting venues such as ski stations and stadiums.

Quantifiable outcome

• DKV Pádel Women Tour reached 14,000+ participants over 6 years
• +2 more outcomes

Named customers24 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered major, core and minor.

• Campeonato de Europa de Waterpolo Barcelona 2018majorStrategic or Co-development Partner · 1 January 2018Commercialization of sponsorship program for European Water Polo Championship 2018 in Barcelona, including maximum fiscal benefits for events of special public interest.
• Estadio Vicente CalderóncoreStrategic or Co-development Partner · 1 January 2012From 2012 to 2016, Media Sponsorship owned the Vicente Calderón stadium commercially, managing all sports and entertainment events including Coldplay, AC/DC, Bon Jovi, Champions League 2014 Final.
• FC BarcelonamajorStrategic or Co-development PartnerMedia Sponsorship advises FC Barcelona on the development and commercialization of the club's brand in the Asian territory, specifically China.
• RTVEcoreStrategic or Co-development PartnerExclusive sponsorship program for Spanish National Football Team match broadcasts including Euro 2020 qualifiers, World Cup 2022 qualifiers, and UEFA Nations League 2019 and 2021.
• FIBA Basketball Champions LeaguecoreStrategic or Co-development PartnerExclusive sponsorship program commercialization for FIBA Basketball Champions League within Spain territory.
• ACB / Liga EndesacoreStrategic or Co-development PartnerExclusive sponsorship program from 2004-2015, including naming rights for Liga Endesa from 2011.
• IberdrolamajorStrategic or Co-development PartnerMedia Sponsorship advised and activated the sponsorship of the Real Federación Española de Fútbol by Iberdrola.
• GeneralimajorStrategic or Co-development PartnerAdvised and activated Generali's sponsorship of Sierra Nevada ski station, including insurance commercialization and hospitality services.
• DKVmajorStrategic or Co-development PartnerActivated DKV Seguros sponsorship at Sierra Nevada ski station with advertising program for insurance commercialization and hospitality.
• VodafonemajorStrategic or Co-development PartnerActivated Vodafone sponsorship at Sierra Nevada ski station with igloo installation, acrobatics area, and 360 airbag jump.
• CajasturminorStrategic or Co-development PartnerActivated Cajastur sponsorship with Fernando Alonso creating a decalogue of good driving behavior, implemented in Spanish universities with 5,000 students.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• IMG (Endeavor): Global sports marketing and events agency. Most directly comparable to Media Sponsorship at the scale, rights-acquisition, and brand-sponsorship layer, but operating across multiple geographies, leagues, and verticals with vastly larger resources.
• Dentsu Sports: Sports marketing arm of Dentsu. Provides sponsorship strategy, athlete/team partnerships, and activation — directly comparable to Media Sponsorship's Consulting and Patrocinio services but with global reach and integrated media-buying capabilities.
• Havas Sports & Entertainment: Global sponsorship and experiential marketing network within Havas. Competes with Media Sponsorship for major brand sponsorship strategies and activation campaigns, with broader geographic reach and parent-group media integration.
• Octagon: Global sport marketing agency part of IPG. Provides sponsorship consulting, activation, and talent management — the same core service stack as Media Sponsorship, but at global scale and with deeper athlete talent relationships.
• OMD (Omnicom Media Group): Global media agency network with sports sponsorship and investment capabilities. Comparable to Media Sponsorship at the rights-trading and media-buying layer, with superior scale and data infrastructure.
• Lagardère Sports: International sports marketing agency with strong European footprint. Comparable in markets served and service offering (sponsorship sales, hospitality, event operation), with deeper relationships to top-tier federations and leagues.

Regional players

• PRISA Brand Solutions (formerly Prisa Sports): Spain-based media and sponsorship division of PRISA. Operates in adjacent sports rights and broadcast sponsorship space, with direct overlap in Spanish-language sports property commercialization and the same target client base.

Direct peers

• Mediapro: Spain-headquartered media and sports rights company. Operates in the same Iberian market with overlapping services in sports broadcasting rights, event production, and sponsorship commercialization — most direct local competitor and potential partner.
• Interdeporte Comunicación: Spanish sports marketing and communications agency. Closest local equivalent to Media Sponsorship — operates in the same Iberian market with overlapping services in consultancy, sponsorship, and event management for sports properties.

Emerging players

• WSC Sports (Gestión de Patrocinios): Spanish sports marketing consultancy. Active in the same market with similar positioning across activation, sponsorship advisory, and federation-side commercialization — representative of emerging regional agencies competing for the same Spanish accounts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mediasponsorship

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Media Sponsorship