Sports Marketing, the snow and mountains

The Master in Global Sports Marketing allows students to learn how the Sports and Entertainment Industry works from all angles. Along with the trips included in the Master, they complete their education by seeing the day-to-day work of proven professionals.

Last April, thanks to the collaboration between LaLiga and the Aramón group, our students had the opportunity to discover a part of sports management hitherto unknown to them. The management and integration of ski resorts.

The objective of the agreement between Aramón and LaLiga is to bring sport, entertainment and emotion closer to its users, trying to transmit the positive values of sport. In addition to the brand presence in all ski resorts.

The Aramón group represents the largest skiable area in Spain, consolidating its position as the leading business group in snow and mountain tourism, with 4 resorts, 289 skiable km, more than 1.2 million skiers and a market share of 25%.

A perfect opportunity for our students to travel to Formigal to learn first-hand how the environmental facilities are managed and operated in and out of season and to learn about their new business models, always within a sustainable framework and in support of nature.

During the visit, Josete Franco, deputy director of Marketing Aramón Group, showed how digitalization has influenced the sector, the strategic alliances depending on the time of the season and why and how they have managed to raise the group to the first position at the business level in the sector.