Andorra's First Sports Sponsorship Forum Draws 80 Pros, Eyes AI and Tax Boosts

Andorra's first Sports Sponsorship Forum concluded successfully at the UNNIC, attracting around 80 professionals from businesses, institutions, federations, clubs and elite athletes.

The event, led by Andorra Esports Clúster in partnership with B-Legend and Camaleonic Analytics, featured presentations and roundtables on sponsorship and patronage opportunities, fiscal incentives, innovation and artificial intelligence in sports. Participants stressed the value of long-term alliances between companies and sports projects, as well as private funding to support elite athletes amid high costs.

The forum opened with key remarks from government officials. Sports Minister Jordi Cuenca, marking one year in office, described Andorra's sports ecosystem, shaped by its terrain that attracts residents for training, family or business reasons. He highlighted gradual growth in areas like cycling and alpine skiing, now hosting top international events. Cuenca discussed the Companies Law on sponsorship and patronage, comparing it to neighbouring countries' systems and noting tax differences. He referenced amendments proposed two years ago, still under consideration, aimed at boosting investment and athlete support—many with potential have quit due to financial burdens. The minister urged building a sponsorship culture, where local firms gain global exposure by backing athletes on international circuits, while foreign companies face market entry challenges despite better fiscal perks elsewhere. He also noted AI's growing role, citing Camaleonic Analytics' metrics for negotiations.

Secretary of State for Youth and Sports Alain Cabanes reaffirmed the government's support for public-private partnerships in sports projects.

Experts enriched the discussions. Romina Guido of Jurisserv portrayed patronage as an investment rather than expense, thanks to tax benefits on sponsorships and donations. International guests Marc Pullés, ex-associate NBA vice-president and former assistant coach at Bàsquet Club Andorra, and Joan Fontserè, former director general of Barcelona-Catalunya Circuit and CAR Sant Cugat, covered non-traditional sponsorships, creative value creation and Formula 1 commercial approaches. Oriol Esteban from Camaleonic Analytics showcased AI tools for real-time sponsorship impact measurement.

Roundtables included voices from Creand, MoraBanc, Andbank and UNNIC, who called for goal-aligned partnerships to enhance positioning and reputation. Elite athletes Tere Morató, Cande Moreno, Xary Rodríguez and Sergio Peiró recounted challenges and strategies in securing sponsors and fostering solid relationships.

Andorra Esports Clúster director Jordi Cuenca praised the strong turnout as proof of demand for such platforms. He announced work underway for a second edition in 2027, with new content, ideas and participants to expand reach.