José Antonio Rodríguez Piedrabuena -- Exercise and the brain
Regular physical exercise not only keeps those who engage in physical activity physically and mentally younger, with a longer life expectancy, but also improves cognitive performance and vitality. We know that holidays increase levels of dopamine and serotonin, which are essential for motivation, well-being and sleep. But, a […]
Álvaro Merino -- "In a high-performance team, talent must have a collective essence".
Álvaro Merino, expert in leadership, talent and team organisation. In 2016, he participated as academic director in the launch of the Real Madrid University School alongside Jorge Valdano. He is the driving force behind the company 3’59, from where he provides comprehensive solutions to business and sports organisations and accompanies sportsmen and women in their future challenges. In addition, he [...]
José Antonio Rodríguez Piedrabuena -- Exercise rejuvenates molecular programmes of ageing tissues
It is well known that physical exercise is beneficial to health, but there are little-known aspects that underline its importance, for example in rejuvenation. There is evidence that exercise reverses ageing-related gene changes and thus the phenotypes of senescence and chronic inflammation in the human body.
-- The Tokyo Olympics or the missed digital opportunity?
It came as no great surprise to hear the news that the Tokyo Olympics will finally be held without spectator attendance in the stadiums. The state of emergency due to the coronavirus has continued to spread in the Japanese capital, as well as in three other major prefectures, and cases appear to be continuing to increase.
Pablo de Villota -- Monster vs. RedBull vs. Coca-Cola
How to take a rival's toast by going one step further in sponsorship. For decades Coca-Cola established itself as the great brand that it is, among other things, because of its omnipresence and creativity in sports sponsorship. However, in the mid-1990s, one day, a new brand came along and [...]
Pablo de Villota -- The importance of 'GOD' sometimes being told 'NO'.
The shock of Diego Armando Maradona's death has brought to mind a day I shared with the Argentinean star, which left a deep impression on me for several reasons. I seem to recall that it was in 2014, when, as head of Formula 1 Sponsorship at Banco Santander, we organised my [...]
The AIG - All Blacks Rugby sponsorship: the X-ray of a success story
It was recently announced that the sponsorship of AIG, a world leader in the insurance world, with the All Blacks, the most famous and emblematic team in the world of Rugby, was not going to be renewed. This news has caused a great impact as it is one of the most recognised sports sponsorships in the world, [...]
Formula 1 and its communication shortcomings
In these turbulent times we are living through with the closure of stadiums, circuits, pavilions, the postponement or cancellation of major sporting events such as MotoGP and F1 World Cup races, or the postponement or possible cancellation of sports leagues, Eurocups or even Olympic Games, it is time to reflect. It is precisely in this [...]
Trends in sport for 2020
In the predictions we make about the trends that are going to mark the coming year, as well as those to come, experience shows us how changeable an environment can be, where what looks like it is going to be the imminent bombshell, suddenly a new technology or event appears, which immediately overturns bets that will be the next big thing in the coming year.
Physical exercise and the brain
The brain, like muscles, malleable, plastic, can atrophy when it is not trained. Physical exercise is an antidepressant, anxiolytic and due to the release of endorphins that it produces, it raises self-esteem, well-being, positive thoughts and is a poly-pill that prevents many illnesses. Physical exercise produces the release of the growth factor [...]