{"id":44077,"date":"2024-09-30T11:02:27","date_gmt":"2024-09-30T09:02:27","guid":{"rendered":"https:\/\/cruyffalumni.org\/johancruyffinstitute-2026\/the-legacy-of-sporting-events-in-catalonia\/"},"modified":"2026-08-15T00:49:26","modified_gmt":"2026-08-14T22:49:26","slug":"the-legacy-of-sporting-events-in-catalonia","status":"publish","type":"post","link":"https:\/\/johancruyffinstitute.cruyffalumni.org\/en\/the-magazine\/latest-news\/the-legacy-of-sporting-events-in-catalonia\/","title":{"rendered":"The legacy of sporting events in Catalonia: a forum for debate on their influence on tourism"},"content":{"rendered":"

\u00a0The forum, organized by Johan Cruyff Institute<\/a> in collaboration with IRONMAN Spain, took place on Thursday, October 3, at Espai Municipal Can Saleta in Calella, Barcelona. Experts and industry professionals gathered to discuss how sports can become a crucial driver to boost tourism destinations<\/h2>\n

Following the success of the previous forum held in Mallorca<\/a>, Johan Cruyff Institute<\/a> and IRONMAN Spain<\/a> will once again address the influence of the sports industry on tourism. Under the theme “The Legacy of Sporting Events in Catalonia,” this forum served as a platform for sharing knowledge, experiences, and trends. Participants included experts from various sectors, including sports event organizers, tourism companies, sports brands, and local authorities, all focusing on the lasting impact of sports tourism<\/a> in Catalonia.<\/p>\n

The forum\u2019s objective was to highlight the multiple intersections between the tourism and sports industries, examining this relationship from various perspectives: marketing strategies, economic impact, sustainable practices and collaborations with sports institutions. \u201cThis forum represents a great opportunity to explore how sporting events can drive tourism development<\/a>, raising the profile of the destination brand and catalyzing substantial economic and social benefits,\u201d said Rom\u00e1n Pascual<\/a>, Sales Manager of Johan Cruyff Institute<\/a>.<\/p>\n

\"The<\/p>\n

Calella, the city that hosted the Forum, will celebrate in 2024 the tenth edition of IRONMAN.<\/p>\n<\/div>\n

The event was co-organized by IRONMAN Spain, one of the most recognized racing companies worldwide, with over 300 annual events and more than 60 offices around the globe. It included the participation of Agust\u00ed P\u00e9rez<\/a>, the company’s General Manager for Southern Europe, overseeing Spain, Portugal, and Italy. The forum will be held at the Espai Municipal Can Saleta<\/a>, home to the Calella Sport City Lab, an initiative by the city council aimed at promoting sports-related solutions.<\/p>\n

Agust\u00ed P\u00e9rez highlighted the importance of the photo to create a partnership between the sports and tourism industries: \u201cThe impact that this type of competition has goes far beyond the purely sporting; it attracts visitors from all over the world, promotes the local economy and strengthens the international projection of the region”<\/p>\n

“For us, it is a source of pride to be part of an event that not only highlights the athletes’ effort and dedication but also showcases the beauty and cultural richness of our landscapes, creating a unique synergy between sport and tourism.\u201d<\/p><\/blockquote>\n

With discussion panels organized around strategic themes, the event will feature leading national and international professionals from the industry.<\/p>\n

Panel 1: Boosting Destinations through Sport<\/h2>\n

\"The<\/p>\n

Marten Schrimer<\/strong>, Managing Director of Iberia Sports<\/p>\n

With 10 years of experience, Iberia Sports is a leading tour operator specializing in the organization of training camps and sports tours to Spain and Portugal.<\/p>\n

Hector Caballero<\/strong>, Head of Customer Success at Athlos Travel<\/p>\n

ATHLOS is a digital platform dedicated to the sports travel sector, aiming to provide the best booking and management experience through technology.<\/p>\n

Agn\u00e8s G\u00fcell<\/strong>, Technical Secretary of the Sports Tourism Marketing Club of the Costa Brava – Girona Tourist Board<\/p>\n

This panel focused on the question: How can sports drive tourism? The participants analyzed how sports tourism can serve as a catalyst for local tourism development. \u201cEvery well-planned, well-executed, and well-communicated sporting event is a powerful tool for positioning specific destinations. Each event carries brand values, targets specific audiences, and impacts specific markets,\u201d said Agn\u00e8s G\u00fcell.<\/p>\n

H\u00e9ctor Caballero cited Andalusia and Valencia as examples of cities investing in sporting events: \u201cInvesting in these events brings quality tourism,\u201d he said. Meanwhile, Marten Schrimer emphasized the need for infrastructure: \u201cInfrastructure is essential. If athletes do not find suitable facilities, they will not come to that destination.\u201d<\/p>\n

Panel 2: How to Prepare a Destination to Host a Sporting Event<\/h2>\n

\"The<\/p>\n

Agust\u00ed P\u00e9rez<\/strong>, Senior Regional Director South EMEA of IRONMAN Spain<\/p>\n

With a global portfolio of endurance sports that includes over 230 events and one million participants annually, IRONMAN is one of the most recognized sports brands worldwide.<\/p>\n

Albert Vi\u00f1as<\/strong>, Founder and CEO of Mare Nostrum Cup<\/p>\n

With more than a decade of experience, Mare Nostrum is a leading sports services company specializing in the promotion and management of soccer tournaments.<\/p>\n

Carlota Artigas<\/strong>, Marketing Manager of America’s Cup Sailing Barcelona<\/p>\n

The America’s Cup is the most prestigious sailing competition and the third-largest sporting event in terms of economic impact for the host country, following the Olympic Games and the FIFA World Cup.<\/p>\n

The panelists discussed strategies for organizing events that maximize fan participation and highlight the essence of a destination. \u201cThe three key factors for a successful sporting event are: promoting the tourist destination, organizing volunteers and staff, and involving local businesses,\u201d explained Agust\u00ed P\u00e9rez.<\/p>\n

Albert Vi\u00f1as stressed the importance of enhancing the experience beyond the sport itself: \u201cWe want the Mare Nostrum tournament to be a comprehensive experience, with awards ceremonies and activities before and after the matches.\u201d Carlota Artigas, drawing from her experience with the America’s Cup, highlighted the significance of volunteer involvement: \u201cWe have 2,300 volunteers working, one of the largest programs in the competition\u2019s history. Eighty percent are locals, showcasing the involvement of civil society in making the event a success.\u201d<\/p>\n

Panel 3: Activating and Measuring Sponsorship at a Sporting Event<\/h2>\n

\"The<\/p>\n

Sergi P\u00e9rez<\/strong>, Marketing Sponsoring at DAMM<\/p>\n

With a history dating back to 1876, DAMM is a leading company in the beverage industry. It currently manages more than 25 beer brands and has a presence in over 133 countries.<\/p>\n

Manu Camp\u00e1s<\/strong>, Founding Partner of Auria Projects<\/p>\n

With more than a decade of experience, Mare Nostrum is a leading sports services company specializing in the promotion and management of soccer tournaments.<\/p>\n

The discussion centered on sponsorship, a strategic alliance connecting brands with audiences through the power and emotion of sport. \u201cActivation must align with the brand\u2019s values and vision. It must also evoke emotion and tell a story. Clients should feel that the activation is passionate, not just a marketing effort,\u201d said Manu Camp\u00e1s.<\/p>\n

Sergi P\u00e9rez highlighted the role of technology in enhancing marketing strategies: \u201cBig data is here to stay. When it comes to measuring and optimizing sponsorship resources, gathering audience data is crucial for planning and executing effective strategies.\u201d<\/p>\n

Panel 4: The Legacy of Sporting Events in Catalonia<\/h2>\n

\"The<\/p>\n

Manel Vicente<\/strong>, Sports Councillor of Calella City Council.<\/p>\n

Roger Puigvi<\/strong>, Founder and Director of Hillwine Bridge<\/p>\n

Hillwine Bridge’s mission is to establish alliances between the different agents through the search for common spaces that help to increase their added value.<\/p>\n

This panel explored the legacy left by sporting events in Catalonia, including their cultural, social, and economic impacts. \u201cSporting events, when aligned with public administration and promoting sports values, leave a lasting impact. The Barcelona Olympic Games are a prime example,\u201d noted Manel Vicente.<\/p>\n

He also highlighted Calella\u2019s role as a sports tourism hub: \u201cIn Calella, we\u2019ve always recognized the potential of sporting events to put us on the map and add value. Over the past ten years of hosting IRONMAN, we\u2019ve welcomed visitors from over 200 countries.\u201d<\/p>\n