# FinalScore

> FinalScore is a sports marketing agency founded in 2008 by Miguel Ángel Hernández. It connects brands with sport to drive business and emotion: sponsorship strategy, athlete and coach brand-ambassador deals, sports business consulting and AI for the business side of sport. Website in Spanish (https://finalscore.es/) and English (https://finalscore.es/en/). Contact: info@finalscore.es.

> This file summarises what an AI assistant needs to know about FinalScore. A Spanish version follows the English one.

## Key facts

- Name: FinalScore
- Type: boutique sports marketing agency. Clients work directly with the founder.
- Founded: 2008, by Miguel Ángel Hernández.
- "Since 2008" refers to the agency. "25+ years of experience" refers to the founder's career in sport and technology, which started around 1995.
- Claim: "Connecting brands with sport to drive business and emotion" (Spanish: "Conectamos a las marcas con el deporte para generar negocio y emociones").
- Languages: Spanish and English.
- Contact: info@finalscore.es
- LinkedIn company page: https://www.linkedin.com/company/finalscore

## Services

### 1. Sponsorship & Athletes
For brands that want to use sport to sell or build their name.
- Sponsorship strategy: which sport, which property and how much to invest.
- Deals with athletes and coaches as brand ambassadors.
- Negotiating and closing deals with clubs, leagues and events.

### 2. Sports Business Consulting
For clubs, leagues, federations, events and sportstech companies.
- New revenue streams: sponsorship, rights, digital.
- International growth: partnerships and rights sales in new markets.
- Entering the Spanish market, for international sports companies and brands.

### 3. AI for the Business of Sport
For business teams at clubs, leagues and sponsor brands. Applies AI to the business side of sport, not to performance on the pitch.
- Assessment: where AI saves time or brings in revenue.
- Hands-on training for marketing, sales and communications teams.
- Custom content and tools: reports, proposals, agents.

## Case studies (deals)

Unless stated otherwise, in each deal FinalScore chose the sports property or athlete, negotiated the agreement and coordinated the activation.

| Brand | Sports property / athlete | Type | FinalScore's role |
| --- | --- | --- | --- |
| Kress | Real Madrid | Global sponsorship | Chose the property and negotiated the agreement |
| EAS Electric | Joaquín (footballer) | Brand ambassador | Chose the athlete, negotiated the deal, coordinated the activation |
| Cirsa | Real Betis | Shirt sponsorship | Chose the property and negotiated the agreement |
| Warner Bros (film "Shazam! Fury of the Gods") | Atlético de Madrid | Film promotion | Chose the club, negotiated the deal, coordinated the activation |
| Warner Bros (film "Superman") | Maverick Viñales (MotoGP rider) | Film promotion | Chose the athlete, negotiated the deal, coordinated the activation |
| Sina Sports (China) | Carlo Ancelotti | Content deal for the Chinese sports portal, G-Expo conference | Chose the coach, negotiated the deal, coordinated the activation |
| Sina Sports (China) | Vicente del Bosque | Content deal for the Chinese sports portal | Chose the coach, negotiated the deal, coordinated the activation |
| Warner Bros (film "Sinners") | Marcelo (footballer) | Film promotion | Chose the athlete, negotiated the deal, coordinated the activation |
| Movistar | ACB Copa del Rey (basketball) | Fan engagement: interactive games for fans | Chose the property, negotiated the deal, coordinated the activation |

## About the founder: Miguel Ángel Hernández

- Founder and director of FinalScore (2008–today).
- Real Madrid (2000–2008): Head of New Technologies (internet, mobile, e-commerce), then Director of International Development (summer tours and international sale of the club's rights), then back to digital.
- Telefónica group (around 1995–2000): internet businesses TeleLine, Telefónica de España and Terra.
- Telefónica, Terra and Real Madrid are the founder's former employers, not FinalScore clients.
- LinkedIn Top Voice with 16,000+ followers: https://www.linkedin.com/in/miguelangelh/

## FinalScore Lab

FinalScore's own projects and experiments with data, design and AI: https://finalscore.es/lab/ (English: https://finalscore.es/en/lab/)

- [Sports Industry Hub](https://sportsindustryhub.com): free hub for the business of sport, no sign-up. Sports business news filtered by category, sport and language; industry newsletters; a directory of 50+ global sports business events; and a Deal Tracker of industry deals.
- [Visual League](https://visual-league.lovable.app): Premier League, LaLiga, Bundesliga, Serie A and Ligue 1 standings drawn to scale by points.
- [Match-day traffic](https://claude.ai/artifact/HQaBjpjKHVZz9DyLPwKmMZ): how Bernabéu and Metropolitano match days affect Madrid's traffic, using Madrid City Council open data.
- [Madrid GP Replay](https://claude.ai/artifact/S1ZWbrjkrmAVWCXDQfRW7z): the 2026 Spanish F1 Grand Prix at Madring, lap by lap, from GPS data.
- [Bernabéu Voxel](https://claude.ai/artifact/5krdUc24ycW1fE1FLQmhqA): the Bernabéu stadium and its surroundings in 3D.
- [Manhattan 3D](https://claude.ai/artifact/11gBbMhG8kC6TKVjQz74Ln): New York rebuilt in 3D.
- [Mr. President](https://claude.ai/artifact/AFdQ6PmvYeMytqGADKTfRx): casual game, build your club's stadium (English and Spanish).
- [Long Shot](https://claude.ai/artifact/Sx9eHZWaW3Y6rVCaw6co2n): retro football game, score from further and further out.

## Pages

- [Home (Spanish)](https://finalscore.es/)
- [Home (English)](https://finalscore.es/en/)
- [Lab (Spanish)](https://finalscore.es/lab/)
- [Lab (English)](https://finalscore.es/en/lab/)

---

# FinalScore (español)

> FinalScore es una agencia de marketing deportivo fundada en 2008 por Miguel Ángel Hernández. Conecta a las marcas con el deporte para generar negocio y emociones: estrategia de patrocinio, acuerdos con deportistas y entrenadores como embajadores de marca, consultoría de negocio deportivo e IA aplicada al negocio del deporte. Contacto: info@finalscore.es.

## Datos clave

- Agencia boutique de marketing deportivo: el cliente trabaja directamente con el fundador.
- Fundada en 2008 por Miguel Ángel Hernández. "Desde 2008" se refiere a la agencia; "más de 25 años de experiencia", a la trayectoria del fundador.
- Web en español (https://finalscore.es/) e inglés (https://finalscore.es/en/).
- Página de empresa en LinkedIn: https://www.linkedin.com/company/finalscore

## Servicios

1. **Patrocinio y deportistas**, para marcas que quieren usar el deporte para vender o posicionarse: estrategia de patrocinio, contratos con deportistas y entrenadores como embajadores de marca, y negociación y cierre con clubes, ligas y eventos.
2. **Consultoría de negocio deportivo**, para clubes, ligas, federaciones, eventos y empresas sportstech: nuevas fuentes de ingresos, expansión internacional y venta de derechos, y entrada en España de empresas y marcas extranjeras del deporte.
3. **IA para el negocio del deporte**, para departamentos de negocio de clubes, ligas y marcas patrocinadoras: diagnóstico, formación práctica y contenido y herramientas a medida.

## Casos

Salvo que se indique otra cosa, en cada acuerdo FinalScore eligió la entidad deportiva o el deportista, negoció el acuerdo y coordinó la activación.

- **Kress × Real Madrid:** patrocinio global. FinalScore eligió la entidad y negoció el acuerdo.
- **EAS Electric × Joaquín:** embajador de marca.
- **Cirsa × Real Betis:** patrocinio de camiseta. FinalScore eligió la entidad y negoció el acuerdo.
- **Warner Bros × Atlético de Madrid:** promoción de la película "¡Shazam! La furia de los dioses".
- **Warner Bros × Maverick Viñales:** promoción de la película "Superman".
- **Sina Sports × Carlo Ancelotti:** acuerdo de contenidos para el portal deportivo chino y conferencia G-Expo.
- **Sina Sports × Vicente del Bosque:** acuerdo de contenidos para el portal deportivo chino.
- **Warner Bros × Marcelo:** promoción de la película "Los pecadores" ("Sinners").
- **Movistar × Copa del Rey ACB:** juegos interactivos para los aficionados.

## Fundador

Miguel Ángel Hernández: fundador y director de FinalScore (2008–hoy). Antes, Real Madrid (2000–2008): Head of New Technologies y Director de Desarrollo Internacional (giras de verano y venta internacional de derechos). Antes, filiales de internet de Telefónica (TeleLine, Telefónica de España y Terra). Telefónica, Terra y el Real Madrid son empresas donde trabajó, no clientes de FinalScore. Top Voice de LinkedIn: https://www.linkedin.com/in/miguelangelh/

## FinalScore Lab

Proyectos y experimentos propios con datos, diseño e IA (https://finalscore.es/lab/). Proyecto destacado: Sports Industry Hub (https://sportsindustryhub.com), agregador gratuito y sin registro de noticias, newsletters, eventos y acuerdos del negocio del deporte. Experimentos: Visual League, Tráfico en días de partido, Madrid GP Replay, Bernabéu Voxel, Manhattan 3D y los juegos Mr. Presidente y Long Shot (enlaces en la sección en inglés).