La Velada del Año: the sponsorship business behind Spain's biggest influencer show
Sponsorships from Cerave, Mahou or Revolut at Ibai's Velada: mass marketing strategy or commercial exploitation? An analysis of the business behind the event.
English · Original discussion in Spanish · Published
La Velada del Año: the sponsorship business behind the show
Why do brands like Cerave, McDonald's, Mahou or Revolut invest in a boxing event between influencers? La Velada, organized by Ibai Llanos, has proven to be a machine for generating young audiences, and companies know it. The sponsor list, which ranges from cosmetics to fast food and fintech, reflects a marketing strategy aimed at an audience elusive to traditional advertising.
A showcase for brands chasing zoomers
Brands like Cerave (skincare) or Idealista (a property price comparison site) are not usual at conventional sports events. Yet La Velada attracts millions of young viewers who have migrated away from linear TV. For these companies, sponsorship is not just visibility: it is brand association with mass digital entertainment. Even mass-market brands like Mahou or Coca-Cola strengthen their presence in the streaming ecosystem.
The debate over the exploitation of physical appearance
Alongside the commercial side, the event sparks controversy over the focus on participants' physical appearance, especially the female boxers. While some see it as part of the show's appeal, others criticize reducing participants to their looks, shifting attention away from the sport. The tension between marketing and respect for the person is a recurring theme in this kind of production.
Economic performance and audience
With a sponsor list spanning diverse sectors, La Velada proves that the influencer event business model is profitable. The combination of entertainment, brands and social media creates a virtuous circle: more audience attracts more sponsorships, and these fund an ever bigger show. The question is whether this growth can be sustained without slipping into hypersenshyper or trivializing the sport.
Dry irony: In the end, the business works, but the debate about where entertainment is heading remains open. As an old ad would say: let others come up with it.
Why do brands like Cerave, McDonald's, Mahou or Revolut invest in a boxing event between influencers? La Velada, organized by Ibai Llanos, has proven to be a machine for generating young audiences, and companies know it. The sponsor list, which ranges from cosmetics to fast food and fintech, reflects a marketing strategy aimed at an audience elusive to traditional advertising.
A showcase for brands chasing zoomers
Brands like Cerave (skincare) or Idealista (a property price comparison site) are not usual at conventional sports events. Yet La Velada attracts millions of young viewers who have migrated away from linear TV. For these companies, sponsorship is not just visibility: it is brand association with mass digital entertainment. Even mass-market brands like Mahou or Coca-Cola strengthen their presence in the streaming ecosystem.
The debate over the exploitation of physical appearance
Alongside the commercial side, the event sparks controversy over the focus on participants' physical appearance, especially the female boxers. While some see it as part of the show's appeal, others criticize reducing participants to their looks, shifting attention away from the sport. The tension between marketing and respect for the person is a recurring theme in this kind of production.
Economic performance and audience
With a sponsor list spanning diverse sectors, La Velada proves that the influencer event business model is profitable. The combination of entertainment, brands and social media creates a virtuous circle: more audience attracts more sponsorships, and these fund an ever bigger show. The question is whether this growth can be sustained without slipping into hypersenshyper or trivializing the sport.
Dry irony: In the end, the business works, but the debate about where entertainment is heading remains open. As an old ad would say: let others come up with it.
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Summary of a discussion on Burbuja.info - Foro de economía, actualidad y política., translated from Spanish and reviewed before publication. Read the full discussion (25 replies).
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