Lagardère Sports bets on Spain again

The Lagardère Sports marketing agency has announced it is establishing an office in Spain two and half years after ceasing operations in the country.

The agency has appointed former KPMG and Deloitte executive Joaquín Martínez as director of the new Spanish division.

Lagardère says the growth of Spanish football has provided new opportunities related to the maximisation of income for clubs. The agency was already providing consultancy services to LaLiga side Real Sociedad out of its German office, advising the club on improvements to stadium operations, hospitality and shirt sponsorship.

The news follows the announcement earlier this month that Onside Sports, the Lagardère Sports-owned consultancy that organises soccer friendly matches and training camps for teams, would also open an office in Spain led by the former general manager of the Granada soccer club Sergi Vieta.

A statement from Lagardère Sports indicated that Martinez would coordinate activities in Spain and work together with Vieta to provide an integrated suite of services to clubs. Both will answer to Jens Koenig, vice-president of the company’s larger Lagardère Sports Germany operation.

“Joaquín Martínez’s extensive international experience in leading important marketing and development projects for sports entities and stadiums makes it an essential resource for our growth in the Spanish market, with the aim of bringing our clients the best practices, adapting them to the reality of this territory”, Koenig told SportBusiness.

“It is an honour to join Lagardère Sports at a time when the agency is successfully working on innovative A to Z initiatives for its clients related to maximizing the revenues of clubs and other sporting entities” said Martinez.