Master in Global Sports Marketing

Would you be able to organize a LaLiga macro event?

July 18, 2022, Madrid

LaLiga continues to grow and offer its fans new entertainment experiences, always hand in hand with our alumni.

A place, the RCDE Stadium. An event, Oh My Gol Music Experience. More than 23,000 people and artists such as Rauw Alejandro, Bizarrap, Steve Aoki or Juan Magán.

LaLiga does not cease in its search for new experiences to offer to its fans and more specifically to the youngest. For this reason, it proposed the option of organizing a macro music concert to close each season with top international artists and chart-toppers.

Footballer Andrés Iniesta's agency, Never say Never (NSN), will be in charge of organizing the Oh My Gol! Music experience for the next three seasons.

But who is really behind this macro-concert?

Cristóbal Toledo, Carlos Prida and Sergio García, alumni of LaLiga Business School's Master in Global Sports Marketing, helped NSN from the inside to face this great challenge.

Our three alumni are currently working at NSN. But what was it like to help organize an event for more than 23,000 people and with international artists? What is it like to work for an agency like Never say Never? What has LaLiga Business School contributed?

About the master's degree: Cristóbal: "A unique and innovative experience. Being part of the professionalization of the industry and being in contact with industry leaders adds a differential value over the rest. Trips that allow you to see first-hand what day-to-day life is like in different clubs, institutions, etc.". Working at NSN: Cristóbal: "A company that combines everything I was looking for while I was doing my master's degree. Sports, entertainment and innovation. They are parallel industries but they touch many common points along the way, we are in charge of finding the best union between these sectors and thus offer the most value possible in each of our different projects".

Our students concluded that helping in the organization of the concert was an experience in which they have learned a lot, and they are very happy with the results. They are ambitious and motivated to face the following editions of the Oh My Gol! which will undoubtedly improve the show even more.