First, let’s define what a sports sponsorship is: essentially, it’s an agreement in which a company or organization provides financial support, products, or services to an athlete, amateur or professional team, event, or sports entity in exchange for brand exposure and certain agreed-upon benefits.

Sports sponsorship is just another marketing strategy. However, like any entrepreneurial challenge, what matters is the approach you take. After signing the contract, there are always two paths:

• The Path of Waiting:

I have paid a significant amount of money, let’s say tens of thousands of euros. And because I’ve invested such a large sum, I expect the event or team to do extraordinary things for me. I expect them to position my brand as agreed in the best possible way, to contact me for activations, and I essentially wait. In other words, I react to the actions outlined in the contract.

• The Path of Action:

I have paid a significant amount of money, let’s say €100,000. And because I’ve invested such a large sum, I don’t just sit back and wait for the agreed-upon actions. I take massive action. I go beyond what was signed and look for additional opportunities that make sense. Sports sponsorship is about entering an existing community, with its values, audience, and way of doing things. And nothing is more powerful for an entrepreneur than expanding their community by merging it with another. The goal is not just to add value but to multiply it. The objective is to create the perfect relationship of trust.

Essentially, it’s like a romantic relationship. You have two choices: wait and see how it goes, expecting the other person to provide everything you think you need, the easy way. Or take the hard route: give unconditionally, without expecting anything in return. Give everything you have to the relationship so that it not only adds value but multiplies it. Imagine a sports sponsorship that multiplies, not just adds.

Everything you give, you are ultimately giving to yourself, leading to its own rewards. Every action has a reaction, 99.99% of the time.

To illustrate with real-life examples, let’s talk about Siroko. In 2024, we started investing in sports sponsorships. Our strategy is to create synergies with professional sports clubs that share our values, building an ecosystem where both parties achieve exponential benefits. Our first choice was obvious, the club of our lives, our city’s team: Real Sporting de Gijón.

Choosing Real Sporting de Gijón as our first sponsored team was easy. It’s our hometown club, the one we’ve always loved. Many of our employees already attend their matches every weekend, there’s an emotional connection that goes beyond business. Starting with our home, our city, and our region was the foundation for launching our sponsorship strategy. We also felt great energy with the club’s management and have no doubt we will soon be in the First Division. We understand each other.

Our second partnership is also with a club that aligns with our passions. Personally, Ibiza is my second home, where I have deep personal connections. That’s why we partnered with Club Baloncesto Sant Antoni, a team competing in Spain’s Second FEB basketball league. Additionally, we’ve entered Gerard Piqué’s Kings League through Rayo de Barcelona, led by Spursito, who embodies values we deeply resonate with. We will soon announce an official partnership with them. Another upcoming sponsorship is with the PANTHERS, a basketball team led by Arigeli, a basketball player and content creator who shares the values that define Siroko.

Now, let’s use Club Baloncesto Sant Antoni as an example of taking action instead of waiting. The agreement includes branding the basketball arena with Siroko’s identity, from the entrance to a dedicated store selling co-branded products. The venue’s bar will be named CAN SIROKO, ensuring every game reflects both the club’s and our brand’s shared values, creating the perfect energy to drive victories and push for promotion.

This sponsorship is special because siroko will design its first official sports kit in history, marking our entry into basketball.

But let’s take it even further. Considering Ibiza’s global reputation as an iconic destination, why not leverage that? Our idea is to stream Club Baloncesto Sant Antoni’s games live, building an international fanbase beyond the island. No one leaves Ibiza without a memory or a souvenir, it’s the airport where more flights are missed than anywhere else in the world because people don’t want to leave. There’s an opportunity to expand the club’s reach far beyond the island’s borders.

This isn’t part of the contract, and it doesn’t matter. Siroko will only engage in sponsorships where we feel a strong alignment with the club’s energy, where we can innovate, break boundaries, and create entirely new realities beyond traditional sports sponsorships.