Real-World Sports Marketing Insights at ESEI

At ESEI Business School, we believe that learning goes beyond the classroom. Our Master in Sports Management students benefit from direct interaction with professionals who are shaping the sports industry and offering valuable insight.

In October, we were delighted to welcome two exceptional guest speakers: Dani Serra, PR, Media and Communication Manager at Everesting in Barcelona, and Llorenç Arnau, former Head of Marketing and Institutional Partnerships at FC Barcelona and now CEO at the Real Federación Española de Hockey. Both provided our students with practical perspectives and thoughtful discussions on the future of sports marketing and management.

Dani Serra: Marketing a Desert Adventure

Our first guest speaker, Dani Serra, shared his extensive experience in sports communications, focusing on his work with the Garmin Titan Desert. The Titan Desert is a six-day mountain bike race held annually in Morocco, taking riders through the stunning yet demanding landscapes between the Atlas Mountains and the Sahara Desert.

Dani offered fascinating insights into how large-scale sporting events like the Titan Desert build strong and enduring brands. He discussed how storytelling, sponsorship strategy and community engagement have positioned the race as one of the most respected and aspirational endurance challenges in the world. His presentation highlighted the importance of conveying the emotional and human elements of sport, including perseverance, teamwork and adventure, through thoughtful marketing.

Currently serving as PR, Media and Communication Manager at Everesting, Dani also reflected on how sports brands can connect people globally through shared goals and personal challenges.

Llorenç Arnau: Lessons from FC Barcelona and Beyond

Later in the month, we welcomed Llorenç Arnau, who brought extensive expertise in sports branding, strategic partnerships and institutional leadership.

Reflecting on his experience as Head of Marketing and Institutional Partnerships at FC Barcelona, Llorenç discussed how clear brand identity, loyalty and values can help an organisation maintain trust and relevance in a competitive industry. He also shared insights from his current position as CEO at the Real Federación Española de Hockey, where he is working to strengthen the visibility and growth of hockey in Spain through innovation and collaboration.

His session encouraged students to think critically about the long-term development of sports brands and how purpose-driven marketing can create lasting impact.

Learning Through Experience

Both sessions were a clear example of ESEI’s commitment to experiential learning. By connecting students with accomplished professionals, we create opportunities to explore real-world challenges and learn directly from those leading the way in the sports sector.

We are sincerely grateful to Dani Serra and Llorenç Arnau for sharing their knowledge, experience and time with our ESEI community.

A special thanks goes to Professor Laia Talarn, our Sports Marketing and Media professor, for organising these sessions and for her continued dedication to providing our students with valuable industry experiences.

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