The Faculty of Communication of the University of Vigo hosted during the last two days the fourth edition of the Érték Conference Sports Edition, a series of conferences promoted by a group of students that in this 2023 had as one of the main protagonists the RC Celta, which joined this project on the occasion of the celebration of its Centenary.
In collaboration with the club, the event, which generated great expectation, focused this year on sports marketing through a series of conferences and round tables that concluded this morning with the participation of around fifteen professionals, including managers from different departments of the club and GS360, as well as advertising agencies and communication professionals.
With around 125 participants, both students from the Faculty of Communication and people from outside the university community, the fourth edition of this Érték Conference was inaugurated by the president of RC Celta, Carlos Mouriño, who highlighted that just like communication, football has also undergone “a tremendous transformation” in recent years. He gave as an example of this profound change the criticism that at the beginning of his time at the helm of the Vigo club generated the idea “that if you wanted to get RC Celta out of the economic problem we had, you had to manage the club like a company”.
“Talking about the sports industry or sports business no longer scares anyone,” said Mouriño, who cited the club’s commitment to the care and development of the youth academy as an example of “continuous and constant work, from which we are now reaping the rewards”.
For her part, the dean of the Faculty, Emma Torres, highlighted the work of the team of students behind this initiative, “an example of what the University should be, which has to go far beyond the classroom”. She also stressed the importance of communication as a “fundamental tool” for sport to reach the public “as a social welfare activity”.
The director of Contents and Communication of RC Celta, Marco Rocha, opened the working sessions with a conference on the importance of communication in today’s society, one of the eight, plus three round tables, that made up the programme of this Érték Sports Edition.
The club was also represented on the first day in a debate on the role of TikTok and Twitch in sports marketing, in which participated the member of the communication team of RC Celta, Berto Carballo and in a table entitled ‘building brand lovers in the sports world’ which was attended by the Celtic commercial director Carlos Salvador Herrera.
In the afternoon, there was a round table about the future of sport with the participation of the former player and current member of the coaching staff of RC Celta, Borja Oubiña and the first team footballer and student of the Uvigo Kevin Vázquez.
This first day ended with a presentation of the Galicia Sports 360 project, key for the future of RC Celta, by Marián Mouriño, CEO of the club.
Today, the Celtic representation fell to the club’s corporate director, María José Herbón, who gave a presentation focused on corporate social responsibility and leadership.
The Érték Conference Sports Edition was a great success in terms of attendance and was an excellent opportunity for the club to share experiences with the students of the University of Vigo and to bring the club’s Centenary closer to the university community.