Observatorio de Marketing Cultural Launched to Bridge Culture and Business

A new initiative, the Observatorio de Marketing Cultural, was launched in Madrid to foster collaboration between cultural institutions and corporations. Founded by Coté Soler, Ana Meira, Eric Mottard, Cecilia Bernal, and Víctor Conde, the observatory aims to become a space for thought and action, helping organizations integrate culture into their strategies. The launch event, held at the restaurant Coque, gathered representatives from major entities including the Museo Nacional Thyssen-Bornemisza, Museo del Prado, El Corte Inglés, Endesa, Telefónica, Repsol, Grupo Caser-Helvetia, IPMARK, ORH, Live Nation, Roche, and NTT DATA España. Chef Mario Sandoval hosted the event and presented an upcoming exhibition at Coque featuring fourteen international artists, where each artwork will pair with a culinary creation. The observatory's founding data, from the ESA Sponsorship Market Overview 2026 by Nielsen Sports, shows the European sponsorship market reached €34.45 billion in 2025, with 72% going to sports and only 28% to culture, highlighting a growth opportunity. Discussions addressed challenges such as measuring cultural impact, balancing brand visibility with institutional rigor, and redefining cultural marketing beyond traditional sponsorship. The observatory plans to document initiatives, produce reports, and facilitate exchanges between professionals at the intersection of culture and business.