Lagardère Sports eyes LaLiga business from new Madrid office
The Lagardère Sports agency has returned to the Spanish market after a two-and-a-half-year hiatus, opening an office in the capital Madrid, with a particular focus on soccer.
The office is led by Joaquín Martínez, senior director of projects and business in Europe, and launches with a marketing contract with Real Sociedad, the top-flight LaLiga club, according to the Palco23 website.
Martinez joins from advisory firm KPMG where he spent two years as a senior manager within its sports practice, based in Hungary. Prior to that, he was senior manager of sport and event management at rival firm Deloitte, based in Qatar.
The Lagardère Spain operation will initially focus on sealing comprehensive marketing contracts with soccer clubs and stadium owners and operators, but will also diversify into eSports.
The Real Sociedad contract covers consultation on the ongoing redevelopment of the club's Anoeta stadium in San Sebastián (pictured), marketing all commercial rights, including shirt sponsorship, and hospitality sales.
Lagardère opened an office in Spain, in Barcelona, in January 2014, but it closed down in September 2016.
Last year, Onside Sports, the Lagardère Sports-owned consultancy that organises soccer friendly matches and training camps, opened an office in Barcelona - its first international base - headed by Sergi Vieta, the former general manager of soccer club Granada.
Onside Sports was launched in 2017 by Lagardère Sports Germany, Marc Kosicke, head of German soccer agency Projekt B, and Henning Riesselmann, the former managing director at the Hamburg-based Match IQ.