Fomento del patrocinio publicitario deportivo en Andalucía
The Minister of Culture and Sports, Patricia del Pozo, has presented a report in the parliamentary committee on the subsidies granted by the Andalusian Government in the last four years (from 2020 to 2024) to promote advertising sponsorship in Andalusia, actions to which nearly 10 million euros have been allocated. In addition to this amount, there are two million euros from the latest call (2025), whose application deadline ended on June 2.
In her speech, Del Pozo has reported that in the last four years, 1,347 subsidies have been granted, resulting in a direct impact of around 16.5 million euros, given the multiplier effect of these aids. Through this line of aid from the Winners Network, the Sports Minister explained, «we are decisively boosting the entire sports fabric of Andalusia, which largely depends on sponsorship.»
«We are talking about contributions that allow for travel expenses for competitions, acquiring sports equipment, organizing activities, and ultimately facilitating sports practice,» Del Pozo detailed. She added that these are aids from which minority clubs benefit, as they cannot access other subsidies for not being in professional leagues. Therefore, the Ministry of Culture and Sports considers them essential and calls for them annually.
Regarding the latest call, the minister has reported the submission of 547 applications, demonstrating the interest of beneficiaries – or sponsors – in continuing to participate in this line of aids, «which directly and indirectly benefits employment and wealth in our community.»
These aids, as explained in Parliament, aim to promote collaboration between Andalusian sports entities and companies, self-employed workers, and foundations through sports sponsorship. This way, sports entities receive greater financial support for their work, while companies, self-employed individuals, and foundations can, in turn, benefit from diffusion, notoriety, corporate image, brand value, social responsibility, customer loyalty, or differentiation from the competition.
With these aids, the contribution is subsidized, which can be economic, in kind, or mixed, that the sponsor undertakes to deliver to the sponsored entity, as established in the advertising sponsorship contract for the 2025/26 season or the year 2025, depending on the sports modality.
This public-private collaboration, pointed out by Del Pozo, aims to enable an increase in corporate financing for Andalusian sports, «resulting in its greater professionalization and, therefore, an increase in employment in the sports sector of Andalusia.»
In 2024, the Andalusian sports sector recorded an annual average of 31,573 affiliations to Social Security, representing a growth of 5.2% compared to 2023, also highlighting a positive trend in female participation (5.5% growth) and in young people aged 16 to 29 (7.6% increase). «Data that indicate we are heading in the right direction and, therefore, we must continue along this path,» she concluded.
