The year 1992, with the Barcelona Olympic Games, is traditionally regarded as a landmark in the professionalization of sponsorship in our country. In that milestone, Telefónica played a significant role as a member of the organizing committee, contributing to the success of one of the most successful Games in history.
Since then, Telefónica has fostered a fruitful relationship with sports, covering disciplines such as football, basketball, cycling, skiing, tennis, and eSports, among others. This collaboration has led the company to promote initiatives that share values and projects that benefit society as a whole.
Telefónica has collaborated with the CSD, for instance, to support grassroots sports and raise awareness about coexistence between cyclists and drivers on the road. The company has also promoted women’s cycling through its ‘Women In Bike’ program and the creation of a professional team.
A new and connected world
The digital revolution has had a profound impact on all sectors, and sports is no exception. Telefónica continues to develop innovative projects to make sports more competitive and open. The company has collaborated with the Movistar Cycling Team, the Vuelta Ciclista a España, and the Sierra Nevada station on Big Data initiatives.
Telefónica has also used major sporting events, such as the Movistar Madrid Half Marathon and the Valencia Marathon, to test IoT technology. The company has been a technological partner in the construction of the new Atlético de Madrid stadium.
Telefónica’s commitment to Olympism remains a priority objective. The company has been the main partner of the ADOP Plan since its foundation and collaborates with the COE on the Podium program, which provides scholarships to promising young Spanish athletes. Olympic champion Marcus Cooper has been named as the program’s ambassador.
Teresa Perales, Carolina Marín…
Telefónica is associated with several star athletes, including Paralympic swimmer Teresa Perales, winner of 27 medals, including seven golds, at the Paralympic Games. Movistar is also the technological partner of Olympic champion Carolina Marín, working with her team on advanced analytics of training and competition data.
Telefónica has also collaborated with other prominent athletes, such as Lucas Eguibar, a rider with the Movistar SBX Team, and Javier Gómez Noya, an Olympic medalist in triathlon. The company is also a sponsor of Gisela Pulido, a ten-time world champion sailor.
Movistar has worked with other major sports teams, including Real Madrid and Atlético, and has collaborated on digital transformation initiatives. The company has also supported grassroots sports and promoted initiatives such as the Vicente del Bosque summer campus.
A decade of relationship with Nadal and his Academy
The collaboration with Rafa Nadal began in 2014. The tennis player is currently an ambassador for the Telefónica brand, participating in internal and external events. The company has also provided technological support to the Rafa Nadal Academy by Movistar, inaugurated in Manacor in 2016.
In basketball, Telefónica is an official sponsor of the ACB and all its competitions, as well as Movistar Estudiantes in both categories. The company is also a technological partner and sponsor of Real Madrid Baloncesto, Valencia Basket, and Unicaja.
Telefónica has also sponsored Movistar Inter in futsal and supports the Megacracks initiative to promote values among young people associated with sports and integration.
