Alejandra Alvarez Aznar has extensive experience in sport marketing and event management. She has managed sponsorships and partnerships for major organizations like the Spanish Athletics Federation and helped Madrid's bid for the 2016 Olympics. Her areas of expertise include sponsorship negotiation, activation, and maximizing ROI. She also owns a sport marketing agency where she has directed numerous equestrian events with budgets up to €600,000 while overseeing teams of 50 people.

1. Alejandra Alvarez Aznar
Sport Marketing
Sponsorship & Events
Management

2. Spanish Athletics Federation –
Marketing & Sponsorship Manager
Designed Strategy for the Launching of the Road Running
Programme: carnet Corredor.
• Over 90.000 new members since April 2010
• Over 1.000.000 visits to the web site: www.carnetcorredor.es
• Secured Over 30 strategic Partnerships & Sponsors
Responsible for the Sponsorship:
Negotiation and follow up of Gatorade.
Official Sponsor of the Spanish Athletics Team
Sponsorship Activation: On-line & events
- Organizing Activities to maximize ROI
- Use of Atheltes´ image for advertising.
Brand presence in Events
Marketing Campaigns on web, and social
media.
Personalized Member Cards

3. Spanish Athletics Federation– Circuito Divina Pastora
Marketing & Sponsorship Manager
Planed & Designed project for main Sponsor: “Divina Pastora Seguros” with the goal of expanding
brand image nation wide and increase their sales.
• Circuit of 10km Races around Spain..
• 4 cities: Palma de Mallorca, Sevilla, Oviedo, Madrid
• Over 10.000 Runners.
Sponsorship and Communication Manager
- Designed the Communication Campaign featuring
«football & athletics» to Maximize impact:
Presentation with Football player David Villa and
athlete Chema Martinez.
- Events to generate impact «Challenges for Charity»
with TV, press and Radio coverage. Unicef as Partner.
Palma: Xavi Torres (swimmer) Vs Fermín Cacho (Athlete)
Sevilla: Athletes Vs Riders
- Negotiating with main Sponsors of the event:

4. Madrid 2016 Candidate City
Executive at Sports Department
• Coordinator of the Venu Visits during the IOC Evaluation.
• Member of the Spainsh Delegation at Copenhagen during the Officil Bid Presentation.
Key Roles & Responsibilities:
• External Relations with Olympic venues managers;
both public venues and private venues.
• PR and Relations with all National Olympic and
Paralympics Sports Federations and Athletes.
• Planning venue distribution and logistics.
• Volunteer training and coordination.

5. Sport Marketing & Event Agency
Owner and Manager
• Designed and created own events: Ladies Cup “Amazonas”
• Outsourcing services for main equestrian events: Sponsorship management, PR, Press
etc.. FEI World Cup Vigo CSIW*****, CSI***** Madrid, CSIO****Gijón.
• Clients: Coca-cola, Corte Ingles, Club de Campo Villa de Madrid, Marbella Club Hotel,
Federación española de Golf, Federación Española de hípica, Madrid 2016, ANCADES.
Main Events as Director:
- Trofeo Amazonas & Universitarios since 2005 Clients & Sponsors
- CSI*** Sotogrande
- Spanish Ladies Pitch & Putt Championship

6. Designed and created a new competition for Ladies
Goal: Reach a Target audience within equestrian Sport that would be attractive for sponsors .
Using Elegance, Sports and Women as main Values.
Event combining both amateur Sport and top level competition with entertainment shows,
creating a great value spot for brands, sponsor to develop PR and Networking activities.
• 6 editions since: 2005 to 1010 . Next show will take place November 2011
• Shows all over Spain
• Over 1000 horses
• Over 3.000 spectators
• Wide Media Impact
Main Sponsors:

7. Designed a personalized event for client: Ayala España.
Goal: Organize a top level equestrian competition inviting sport personalities to create
awareness and increase house sales in that area.
• A Budget of 600.000€
• Managed a Team of over 50people during the event.
• Best Riders of the world
• Over 4.000 Spectators
• National Media Campaign: TV, Radio and Newspapers
Main Sponsors:
Key Roles & Responsibilities:
• Event Director: Coordinating all areas within
the competition: Technical, Venue &
Operations Management, Logistics,
Financial, Marketing, etc..

8. Sport Marketing & Event Agency
• Outsourcing services for main equestrian events:
• FEI World Cup Vigo: 2005 – until 2009
- External Relations with Sponsors & Authorities.
2011
- Opening Ceremony and Price giving ceremonies Coordinator.
• CSIO**** Gijón: 2006 –until 2009
- External Relations with Sponsors & Authorities.
- Victory ceremony coordinatior.
- Accreditation Office Coordinator.
• CSIO**** Madrid: Since 2004
- External Relations with Sponsors & Authorities. European Jumping
- Victory ceremony coordinator. Championship
- Protocol Manager Protocol Manager
• Spanish Championship for National Horses: Since 2004
- External Relations with Sponsors & Authorities.
- Stand Sales for show village
- Auction organization: 2006 and 2007
- Communication and press manager.