The sports industry is growing
By: Eduardo Drapier
Tags: Startup, Leadership, Sports, Barcelona, Football

We at SportIn Global are committed to bring the most valuable information and tips for your sports career from different perspectives.

This week we had the pleasure to talk with Carlos Canto, CEO at SPSG Consulting, board member of the World Football Summit and responsible for the Sports Business and Management course as part of the MBA Full-Time program at ESADE Business School.

With more than 27 years of experience in different projects related to sports and entertainment, he had the opportunity to develop projects in over 20 countries and worked for major companies such as IMG and Lagardère.

As he said “ the sports industry as what it is: a very important industry that is growing and being more professionalized.” Read the interview and get valuable information and insights from a great person and professional.

Thank you, Carlos!

Carlos, can you share with us a bit of your experience within the Sports Industry?

I have 27 years of experience in the consulting sector, combining tourism and entertainment projects during the first part of my professional careers with, since I joined IMG in 2003, leading projects in the sports industry as well as in the public services arena, related to sponsorship.

My relationship with the sports industry includes a variety of projects: from the strategy for sports properties to putting together sponsorship plans for global or national brands, from strategizing the sponsorship programs for sport properties (clubs, events, federations, etc.), to designing sport tourism strategies and marketing plans for destinations. I have been very fortunated to lead sports and entertainment projects in more than 20 countries, including the USA, Canada, Bermuda, Barbados, Brazil, Chile, Spain, Portugal, France, Italy, Austria, United Kingdom, Ireland, Belgium, Bulgaria, Greece, Egypt, Azerbaijan, UAE, Saudi Arabia, India, China, Singapore and Indonesia.

What is your key role at SPSG Consulting?

Since September 2016, I am leading, as CEO, SPSG Consulting, a boutique consulting firm, with offices in Madrid and Barcelona but with projects in several countries, that specializes in three areas of business:

a) strategy and marketing for sport properties

b) sponsorship programs for not-related to sport properties (public services, entertainment, museums, etc.)

c) sponsorship in the sport industry, both for sports properties as well as for brands interested in sponsorship.

With more than 27 years of experience working for sports and entertainment companies all over the world, such as IMG and Lagardère, what have been your most challenging project?

Every project is different and you have to face new challenges, mainly because of three aspects: first, the country/region where the client is. You have to adapt yourself, and even at some extend the methodology of the project, to the characteristics of the region or country you work, according to their culture, their way of doing business, etc..

Secondly, every client is different and has their own objectives, way of interacting, business strategy, stakeholders, etc.. And last but not least, it depends on the subject of the project and the methodology you have to put in place: it is not the same marketing than strategy or sponsorship.

Having said this, one of the most challenging project I have ever faced to was in Dubai, when the RTA awarded us with the task to strategize and, then, commercialize, a project consisting on designing and implementing a naming rights program for their metro stations. On the other hand, as we speak, we are involved in various very challenging projects for prestigious clients such as Endesa, Toyota, Zurich, Cepsa, Spanish Basketball Federation, Spanish Paralympic Committee, MediaPro, RCDEspanyol de Barcelona, etc..

As a current board member of World Football Summit, how do you see the summit impacting the sport industry?

It is an honor to be part of the Advisory Board of the World Football Summit, along with other fellow experts and professionals from prestigious sports industry stakeholders such as LaLiga, FIFA, GSIC powered by Microsoft, CSM, FCBarcelona, etc..

WFS is, no doubt and arguably, one of top congresses and conferences in the world that attracts more football stakeholders and, thus, it becomes one of the leaders in the arena of linking football with networking and with knowledge. As a proof of it, WFS is expanding their presence to Asia (WFS in Malaysia, April 2019), and to Africa (WFS in SouthAfrica, 2020).

Can you share with us more about the sports course at ESADE business school?

As an ESADE Business School alumni, it is natural my professional relationship with one of top Business Schools in the world. ESADE has realized how important is the Sports Industry (it accounts for 1.5–2% of the global GDP). Thus, several programs have included a “Sports Business -Management” course as part of their curriculum. Specifically, in 2019, and for the fifth year in a row, I will be leading the “Sports Business and Management” course as part of the MBA Full-Time program.

Similar situation happens with the MSc in Marketing program. Moreover, in October 2019, ESADE, in cooperation with Barça Innovation Hub, will start a 12 months blended program called “Executive Masters in Global Sports Management”, combining on-site weeks (Barcelona, Dubai, Asia) with on-line content. The EMGSM will be the first of its kind in the world, covering a broad range of topics and specialities, from Strategy to Marketing, from Finance to Venue management, from Sponsorship to Innovation.

Carlos Canto

As a professor, what are the challenges you see students face to get into the sports industry?

Good news are that the sports industry is in the right direction in terms of professionalism. I mean, the sports industry still needs to be completely taken to the next level, so skillful professionals are needed. In some cases, employers require experience in the sports arena.

But, more often, this direct experience is not any longer required, as they prefer “fresh air” with new approaches and ideas. So, the portfolio of opportunities is increasing constantly.

With a foot in every aspect of the sport industry, including the startup world, how do you see sports-tech startups influencing the larger corporations in the sport industry?

Sports tech startups, and also innovation departments within large conglomerates and companies are, no doubt, a pivotal stakeholder in the process to take the sports industry to the next level. They have to think strategically and, at the same time, monetize and generate profits.

What do you see as future trends in sport marketing?

The main future trends, according to my understanding, are:

More sophistication and fully inclusion of the sports industry within the list of leading economic sectors in the world, which means that the sports industry requires more professionalism.The new paradigm of the platforms that provide access to sports audiovisual content means that new players are in the field; OTT, influencers, “social media”, betting companies, sponsors creating and distributing their own content, etc.

The conversion of the sports fan engagement into monetization.Innovation, whether it is technological or not-technological, to adapt the sports industry to the new era as well as to the preferences of the demand.The constant irruption of new investors into the sports industry and how to take sports properties (clubs, leagues and competitions, etc.) to the next level from a geographical expansion perspective.

What are the top 3 skill sets you think it’s important for a person seeking a career in the sports industry?

It is difficult to mention three skills, as every job requires different aptitudes and attitudes. Having said this, to work in the sports industry requires similar skills to other economic sectors, plus the “curiosity” to learn a lot from the business side of the sports industry (not the “game-competition” side of the sports industry).

To make a long story short: will to work hard, professional curiosity, commitment, honesty, strategic vision, leadership, communication and teamwork skills.

Final advice for sports students and professionals?

Should you be interested in working in the sports industry, or in advancing in your professional career within the sports industry, try to grow your networking radar, as well as be extremely curious about what is happening in the industry (articles, conferences, blogs, series, etc.). And consider the sports industry as what it is: a very important industry that is growing and being more professionalized.

#worldfootballsummit #spain #sportsbiz #career #sportsmanagement #WFS