The Age of E-Sports: The Future is Now

Eduardo Fernández-Cantelli

Head of marketing & communication department and professor of marketing and sport management, IE University

https://www.linkedin.com/in/eduardo-fernandez-cantelli-33b350/

The three years he spent working as marketing manager for the Basketball Section at Real Madrid, Europe’s most successful football club, had a profound effect on Eduardo Fernández-Cantelli’s thinking as a marketing professor and teacher of the Sports Marketing Elective at IE. Those were years during which the club was going through a dramatic brand expansion.

At the same time, Prof Fernández-Cantelli is examining the way sporting events can help countries, cities or companies to position themselves and create a brand image. He believes that his work on sports marketing has broader implications for the corporate world. “I bring insights into sports marketing, sponsorships and promotions”, he says. “But these areas are certainly applicable to other areas of business”.

Miguel Ángel Paniagua

Adjunct profesor IE university, sports journalist

https://twitter.com/pantxopaniagua

Professor Miguel A. Paniagua is one of the biggest Spanish experts on sports. He has developed a very successful career both as a sports journalist and as a sports manager for the last three decades. He has a been key component in many recent Spanish sports radio shows, such as “Carrusel Deportivo”, “El Larguero”, or “Tiempo de Juego”, where he is nicknamed “El profesor”. His articles have appeared in prestigious Spanish and US publications, such as El País or Sports Illustrated.

José Manuel Puertas

Author of the recent published, "Los Bad Boys de la NBA," sports journalist

https://www.linkedin.com/in/jos%C3%A9-manuel-puertas-garc%C3%ADa-8437b814a/

Jose Manuel Puertas was born in Granada in 1980. With a degree in Physical Activity and Sport Sciences and a Diploma in Nursing and Education Sciences, since 2019 he has been hosting Tirando a Fallar on esRadio, the dean/pioneer program on basketball on the Spanish airwaves, of whose team he has been a member since its creation in 2004.

In addition, he has been a television sports commentator for the Euroleague, ACB and national team tournaments on Mediaset, DAZN and Movistar, as well as a regular contributor to the magazine Gigantes del Basket and the IDEAL newspaper.

In 2016 he published, together with Vicente Azpitarte, his first book, Luka Modric: el hijo de la guerra, also edited in Croatia, Japan and China. Later, in 2021, he published with Ediciones JC his first solo work, Giannis Antetokounmpo: el MVP que surgió de la miseria, which already has some versions published in Greece and the United States. His latest book Los Bad Boys de la NBA published in 2023 with Ediciones JC, recounts the stories of 25 antiheroes from the greatest basketball league in the world.