Rafael Fernández, director of Sponsorships and Institutional Relations at Telefónica; Silvina Díez, head of Sponsorships at Telefónica; and Guillermo Rodríguez, director global Sponsorships at Telefónica, explained to the members of the Marketing and Sales Club the importance of sponsorships as a method to achieve "impact, maximize brand visibility and create an emotional bond" with the public.

Telefónica, the leading telecommunications company in Europe and the fifth largest in the world, is one of the Spanish companies that spends the most money on this subject agreement, whose advantage over the traditional advertising , they explained, is "its proximity to the consumer".

In an environment polarized by soccer, the company bet in 2010 on the world of cycling and in 2011 presented Movistar Team. Since then they have been named four times best team in the world after last year's victory, being also the team with the sixth highest budget in the competition.

The decision to bet on the team "was complicated", but the "great visibility" that cycling brings to the brand is due to the leave skill of sponsorships and to the fact that "the races last many hours, so the time of exhibition of the brand is very long". The directors emphasized the importance of sponsor to a winning team with a great presence in the media, "if you win you are seen by millions of people" explained the directors, whose team includes cyclists of the stature of Nairo Quintana and Alejandro Valverde.

Finally, they explained how in the various communication actions - focused on the general public, families and amateurs - they try to include technological elements, such as the set of projections of last year's presentation or the chip recording system of their cycling tours, actions among which it is worth mentioning the role of social networks where they accumulate more than one million followers.