New CEO at high-flying RCD Mallorca is learning from US basketball-owners while being innovative on sponsorships
24 March 2021
"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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