In this new SME in the spotlight interview, we meet Victor Casanovas, General Manager of SevenMila, a Spanish agency that transforms emerging sports into immersive experiences. Based in Barcelona, SevenMila blends disruptive sports with new technologies, driving innovation in fan engagement and brand activations. Through the I3-INSHAPE project, SevenMila is testing new tools to elevate audience participation and reshape sponsorship models, unlocking value for both organisers and fans.
Victor, can you introduce SevenMila?
SevenMila is a sports agency specialised in crafting unique projects that combine top-tier competitions with entertainment models. Based in Barcelona, Catalunya region, we support many brands with investments in the sports industry to optimise their strategies and target tailored proposals. We focus on the new disruptive sports that merge with new technologies.
What kind of solutions or services does SevenMila offer? How do you stand out in the market?
At SevenMila, we have more than 16 years of experience with two defined business lines. Creating and managing international sport events with a turnkey operational process to deliver top-tier projects focused on new, growing sports like skateboard, CrossFit, basketball 3×3, BMX, trail running, …
On a second scope, we offer agency services to brands to support their sponsoring and activation strategies. Content creation, social media management, on-site activations and third-party collaborations are some of the services we offer.
SevenMila is one of the main sports agencies in Spain and southern Europe, having organised more than 18 World Championships in our track record as well as Olympic Qualifiers and supporting top brands in their marketing strategies.
What type of solution are you and your SME partner developing together in the framework of the I3-INSHAPE project? How is your collaboration structured?
The focus of this project is to explore whether our SME partner product can fit in the sports marketing business as a provider of an entertainment experience for fans to enjoy during an event. Sponsors are more demanding on the assets offered, and event organisers need technology-friendly opportunities to create engagement, a database, and potential revenue from their investment.
Our SME partner, CSE Entertainment (from Finland), is the hardware developer with a successful track record of implementing their product in static venues for a long-term agreement. Once the tests have been completed, the SME partner will have the role to adapt feedback from fans to offer the best experience for temporary events.
SevenMila, as an event producer, will present this opportunity to a diverse group of brand managers to showcase the opportunity and check the fan experience generated to craft the best business model to propose to brands.
What tangible impact does the I3-INSHAPE project have on your project idea, from the development to market access?
The I3-INSHAPE project has provided essential support in developing our product, especially through funding, guidance, and networking. It helped us move faster with prototyping and validation. Without this support, reaching our current stage and planning for market entry would have been much more difficult.
Why do you think initiatives like I3-INSHAPE and its innovation hubs are essential for the future of sport and vitality in Europe?
Initiatives like I3-INSHAPE are essential for driving innovation and collaboration in the sport and vitality sector. They connect startups, experts, and industry players, helping new ideas grow and reach the market. This kind of support strengthens Europe’s position in promoting healthy lifestyles and sustainable growth in the sports economy.
What are your expectations for the future within the I3-INSHAPE project?
The opportunity to think in the long term and innovation-wise is already an expectation served.
We expect to further develop and refine our solution with the support of the I3-INSHAPE project, leading to successful market entry. In the long term, we aim to scale our product across Europe and build strong partnerships within the innovation ecosystem fostered by the program.
What’s one key takeaway you’d like people to remember about INSHAPE?
INSHAPE is an accelerator for innovation and collaboration, helping turn great ideas into real solutions that improve the sport and vitality sector across Europe.
Learn more about SevenMila on 🌐 www.sevenmila.com