Spanish sports sponsors and clubs prominent in brand rankings
Various companies and clubs that are widely recognisable in domestic and international sport, in particular soccer, have made the list of the most valuable brands in Spain in 2017.
Movistar, the mobile and pay-television operator owned by telecoms giant Telefónica, is second in the top 30 compiled by global brand consultancy Interbrand, with a brand value of €10.65 billion ($13.01 billion), albeit this is down 12 per cent on the previous year, and it has lost top spot to fashion retailer Zara, with a value of €15.45 billion, up 45 per cent.
Movistar is the title sponsor of a leading professional cycling team and supports various Spanish Olympic athletes, while its broadcasting operation holds pay-TV rights to Spanish soccer’s top-tier LaLiga.
Banco Santander, the financial institution that is the title sponsor of the Spanish league, is third in the list, with a brand value of €5.58 billion (up 20 per cent), ahead of another bank and its LaLiga predecessor BBVA, on €4.7 billion (up 11 per cent).
Santander’s international profile is likely to increase further when it becomes an official sponsor of the Uefa Champions League in a three-year deal starting in the 2018-19 season.
Other prominent sports sponsors in Interbrand's top 10 include Repsol, the energy company that gives its name to the highly successful Respol Honda Team in motorcycling’s MotoGP World Championship, in sixth, and CaixaBank, which has partnerships with various Spanish soccer and basketball teams, in seventh, both with brand values of €1.28 billion.
Spain’s two biggest soccer clubs both make the top 30, with Real Madrid, which completed the double of LaLiga and Uefa Champions League titles in the 2016-17 season, in 17th place with a value of €530 million (up 15 per cent), and Barcelona, the runaway league leaders in the current campaign, in 21st on €470 million (up 10 per cent).