Industry expert

Connecting with Fans Through an Emotional Platform

For organisations to connect with people they need to think emotionally. Many decisions are made not rationally, but through making emotional connections.

The short video below shares some fantastic insight from Begoña Sanz, Real Madrid C.F. who was speaking at the Leaders Sport Business Summit.

Leaders is an events, media and publishing business which connects the world of senior sports executives. Within the Sport Business industry, Leaders host the world’s most prestigious sport business summit with an invitation only audience of director level executives across 45 sports and over 50 countries. To enquire about this year’s summit, click here.

Begoña is one of Real Madrid’s top commercial executives. She has been an integral part of the world’s richest soccer club since 2001, controlling the business, marketing and commercial activities at the club, as well as overseeing the digital and international development of Real Madrid. She spent six years as the Director of Marketing for Sega and has also held the position as Commercial Executive at Nielsen Research. Back in September 2015, Matadeporte Magazine named Begoña as the most influential woman in the Spanish sports industry, an accolade recognizing her outstanding loyalty and business acumen. 

Industry expert

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