The sim racing team, TDG Racing Team and its sponsors present their strategy.
The Alcobendas Campus of the Real Madrid Graduate School – Universidad Europa recently hosted a GESX organised by Esportainment to show a premium brand's strategy in e-sports. Over two presentations and a round-table discussion, TDG Racing Team, the official racing team of Porsche Ibérica, outlined its approach to developing sponsorship and generating interest in e-sports.
The hybrid event started with an introduction and welcome speeches by Marisa Sáez, Director of the Real Madrid Graduate School – Universidad Europea and Antonio Lacasa, Director of Esportainment – GES. Both speakers lauded the benefits both companies have seen over several years’ collaboration in accessible content, academic work and research on e-sports (such as the GES Barometer).
Later, Jaume Lahoz, Director of TDG Racing Team and co-founder of Topes De Gama, made his first contribution. He explained how the team was created, how it is run and its ability for generating content on social networks. Connected Car Manager of Porsche Ibérica, Iván Burgos then presented his company’s strategy and how the brand is implemented in the Spanish e-sport ecosystem.
The third block of this GESX at the Real Madrid Graduate School – Universidad Europea, offered a round-table discussion led by Rafael Espinosa de los Monteros, Director of Esports Bureau entitled ‘Marketing and sponsorship of an esports team’. This dealt with sponsorship seen through the lens of the different agents involved – the brand being promoted, the team sponsored, and the sponsors themselves. Iván Burgos and Jaume Lahoz were once again involved, together with Héctor Ares, Group Communications Manager of Goodyear Ibérica and Antonio Lacasa, Director of Esportainment (both official sponsors of TDG Racing Team).