The UEFA Champions League aims to continue growing its visibility and ability to generate business as a competition that has been feeding on its own success throughout its history. That was one of the main conclusions of the Open Sessions that took place in late June at the Real Madrid Graduate School - Universidad Europea, titled “The keys to the business of high-level competition: The case of the Champions League.”
The event, focused on analyzing all the organizational and management secrets behind the UEFA Champions League, welcomed top-level participants including Director General of the Real Madrid Graduate School - Universidad Europea Emilio Butragueño, who moderated the session; Daniel F. Sá, Director of the Portuguese marketing school IPAM, a member of Laureate International Universities; Bertram Lemmert, Sponsorship Director of Adidas International (official sponsor of UEFA Champions League); Rafael de los Santos, New Media Director of Real Madrid C.F.; and Juan Ignacio Gallardo, Director of Marca.
As Daniel F. Sá pointed out, the Champions League is currently “the product of teams that harvest great success and meet all the requirements of a functional product.” In this context, Bertram Lemmert noted that, for brands, the Champions League is “a showcase where the best teams and players are measured,” and added that: “The Champions League is a platform to show off our best products through the main actors: teams and players.”