BBVA decided to enter into sports sponsorship, particularly in soccer and basketball, because it allows to establish a relationship with millions of people around the world. Liga BBVA, the most supported competition in the world, and NBA, of which BBVA is the “Official Bank”, are clear examples of competitions that represent the global world and that are followed widely in many growing markets where the Group is present. In addition to this, sport is associated with several values, such as fair play, respect for the rules, teamwork, effort, self-improvement, personal integrity and ethical behavior, which coincide and are integrated with BBVA’s corporate culture. Our sports sponsorships comply with three fundamental premises: global recognition, positioning in values and commercial activation.
In addition to the major global sponsorships, the Group has also concluded a number of sponsorship agreements in sport at regional and local level around the world, mainly in key markets for the Bank such as Latin America and the United States.
New this year, and for the first time in history, El Celler de Can Roca, named best restaurant in the world in 2013, closed its doors to go on a tour that has taken the Roca brothers to four countries and six different cities in six weeks. The Roca brothers’ “Haute Cuisine with Values” sums up perfectly the shared vision of BBVA and El Celler de Can Roca. It is a cuisine that is based on principles and is concerned with building a better future for people, by training the best talents of the future and supporting local producers.
Education and culture
Soccer and basketball are the sports that best represent the global world