What happens when you mix business strategy, elite sports and some of the brightest student minds from across Europe? You get the IE Business Case Competition—an intense, one-week challenge where teams take on real business problems and pitch their solutions to actual executives. This year’s spotlight? Spanish football powerhouse Atlético de Madrid.
Held in Madrid and Segovia, the competition gave students 24 hours to work on a real case study and present it to a panel of judges made up of Atlético execs and IE Business School faculty, backing up innovative ideas with sharp business insight. With company visits, team-building activities and lots of brainstorming, this experience was a deep dive into sports marketing—and a rare opportunity to connect with major industry players.
A real-life look at the world of sports marketing
Atlético de Madrid isn’t just one of Spain’s top football clubs; it’s a globally recognized brand. Success in today’s sports world is not only measured in goals achieved. It’s also in fan engagement, digital presence and brand expansion. With the sports industry booming and clubs competing for attention far beyond their home countries, the business side of the game has never been more important.
This high-stakes practicality is what made the challenge so exciting. Competition participant Luka Poljak says, “The case-solving is a very valuable experience, where you learn a lot about time management and the company itself.” Instead of working with hypothetical scenarios, you and your teammates pitch directly to professionals. You get real feedback, real exposure, real pressure—and real rewards.
As Dual Degree in Business Administration & Laws student Rocío Juanes Gutiérrez explains, “It was an intense and unforgettable week. We met many different and inspiring people, competing against top universities from around the world.”
Esports: a game-changer for Atlético de Madrid?
For their business case, our very own student team, made up of Yuewen Guo, Rocío Juanes, Clara Chikuse and Veng Sam, tackled one of the club’s toughest challenges: How can Atlético de Madrid strengthen its global brand and fan base while staying financially sustainable?
Their answer: esports.
Recognizing the growing power of digital entertainment, the team proposed that the club expand into the esports industry. A move designed to capture younger fans, boost brand visibility and reduce the financial gap between Atlético and global giants like Real Madrid or Manchester United. Key strategies included increasing digital engagement through esports-focused social media, launching exclusive branded merchandise and connecting with the global esports fanbase.
Their strategy blended innovation with brand authenticity, positioning Atlético not just as a football team, but a full-on entertainment brand.
Learning beyond the classroom
Throughout the competition, students gained more than just business experience—they developed soft skills, cultural awareness and meaningful connections that will last well beyond university.
For Rocío, the most eye-opening part was seeing how international teams tackled the same challenge from completely different angles. “We learned a lot about how different cultures approach the same problem,” she shares.
Another participant, Sten Karlsen Galarce, reflects on the diversity of team dynamics: “My team was very research-oriented, and I love when we get to meet teams that are more creative or more finance-heavy.” That mix of approaches sparked new ideas—and a healthy dose of friendly competition.
Beyond the case presentations, students also had the chance to bond through team-building and networking activities. “The networking experience was really nice,” says participant Marie Italiano. “We met really open-minded people from all over the world.”
Built for the real world
Whether you’re into business, sports or digital innovation, this competition shows what real-world learning looks like at IE Business School. Explore our Bachelor in Business Administration or one-of-a-kind dual degree programs to see how you can build your future in global business.