The Minister of Culture and Sports, Patricia del Pozo, has provided an overview in a parliamentary commission of the grants awarded by the Andalusian Government in the last four years (from 2020 to 2024) to promote advertising sponsorship in Andalusia, actions that have received nearly 10 million euros. In addition to this amount, there are two million euros from the latest call (2025), whose application deadline ended on June 2.
In her speech, Del Pozo has reported that in the last four years, 1,347 grants have been awarded, generating a direct impact of around 16.5 million euros, given the multiplier effect of these aids. Through this line of assistance from the Winners Network, the Sports Minister explained, «we are decisively boosting the entire sports fabric of Andalusia, which largely depends on sponsorship.»
«We are talking about contributions that allow for travel expenses to competitions, purchase of sports equipment, organization of activities, and ultimately, facilitating sports practice,» detailed Del Pozo. She added, «These aids benefit minority clubs that cannot access other grants because they are not in professional leagues.» Therefore, the Ministry of Culture and Sports considers them essential and convenes them annually.
Regarding the latest call, the minister has reported that 547 applications were submitted, demonstrating the interest of beneficiaries – or sponsors – in continuing to participate in this line of aid, «which directly and indirectly benefits employment and wealth in our community.»
These aids, as explained in Parliament, aim to promote collaboration between Andalusian sports entities and companies, self-employed workers, and foundations, through sports sponsorship, so that sports entities receive greater economic support for their work, while companies, self-employed individuals, and foundations can, in turn, obtain benefits in terms of diffusion, notoriety, corporate image, brand value, social responsibility, customer loyalty, or differentiation from the competition.
Through these aids, the contribution, which can be financial, in kind, or mixed, that the sponsor commits to deliver to the sponsored entity is subsidized, according to the terms established in the advertising sponsorship contract for the 2025/26 season or the year 2025, depending on the sports modality.
This public-private collaboration, noted Del Pozo, which aims to increase corporate financing for Andalusian sports, «results in its greater professionalization and, therefore, an increase in employment in the sports sector of Andalusia.»
In 2024, the Andalusian sports sector recorded an annual average of 31,573 Social Security affiliations, representing a 5.2% growth compared to 2023, also highlighting a positive trend in terms of female participation (5.5% growth) and young people aged 16 to 29 (7.6% increase). «These data indicate that we are moving in the right direction, and therefore, we must continue along this path,» she concluded.