New CEO at high-flying RCD Mallorca is learning from US basketball-owners while being innovative on sponsorships

24 March 2021

Photo: Cata Guasp "We share ideas. You can pick up the phone and call anyone there to ask for advice or look at how they are running sponsorships or VIP. It is not a formal relationship, it is something natural. We like to know what they are doing and they want to know what we are developing here too," says business CEO Alfonso Diaz from RCD Mallorca about the relationship with US basketball team Phoenix Suns.

"We like to be very disruptive and innovative in everything we do. This is part of our culture," CEO of Business Alfonso Díaz says.  

Through their US owners, Mallorca have an informal knowledge-sharing agreement with NBA franchise Phoenix Suns which has helped provide sponsorships.

The combination of relegation to the second tier and the Covid-19 pandemic saw revenues fall significantly at the club, who are top of LaLiga's Segunda División.

Following a strategy to "be different", Mallorca renamed their stadium to support the island community and signed a unique sponsorship deal with a big brand from another sport.

When Alfonso Díaz was appointed CEO of Business at RCD Mallorca in February last year, nothing could have prepared him for what was around the corner.

Within a month, football in Spain would be suspended due to the coronavirus and, when it did return, it was without fans.

"It was a big challenge for me personally and professionally," Díaz tells.

"The pandemic is something no one has been trained for. But we had to manage the situation, so we did."

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