On April 25, 2025, I had the opportunity to take part in another excellent #MasterClass at the #Real Madrid Talks event held at the Real Madrid Graduate School – Universidad Europea in Madrid. The session focused on the themes of sustainability, people, and purpose. Speakers included: Javier García Coll, Director, and Ana Sanjuanbenito from the CSR and Sustainability Department of Real Madrid C.F.
I would like to begin by sharing why I was deeply moved by the perspectives of Javier García Coll, Director, and Ana Sanjuanbenito, both outstanding professionals from the CSR and Sustainability Department at Real Madrid C.F., during the master class. Their career paths are particularly inspiring: García Coll, for example, came through Real Madrid’s basketball youth academy, played three seasons for the first team, and continued his career with several clubs across the Community of Madrid. Both he and Ana bring decades of experience in the field of sustainability.
I have always committed to personal growth, convinced that our mission in this world is to evolve as human beings. I deeply believe that aligning what we do, say, feel, and think is essential. Achieving this alignment requires constant mindfulness and presence, especially in a world where our minds wander between memories and future worries. I believe we are both matter and energy, and the key lies in connecting with our inner selves and living in harmony with what truly drives us. It’s not easy, I know. But when we achieve that coherence, everything takes on a clearer and more authentic path, and we act with awareness. When we reach that alignment, life flows more fully and harmoniously in all aspects. Purpose reveals itself, the “universe” responds, and success becomes the natural result of living in tune with a better version of ourselves.
Below, I will outline the key elements of Real Madrid C.F.’s vision of corporate sustainability, rooted in its mission, vision, and values, which guide the achievement of its institutional goals.
1. Personal Sphere
Importance of Purpose
- Having a clear purpose is fundamental to guiding one’s life and actions.
Personal Balance
- The importance of maintaining a balance between doing, being, and thinking.
- People may experience imbalances among these aspects.
- Anxiety and personal challenges impact performance and affect sustainability across various life areas.
2. Organizational and Business Sphere
Values and Organizational Culture
- Alignment between internal and external values is crucial.
- Leadership can emerge at any level, not only from senior management.
- Leaders need followers to drive change; effective leadership can come from any area.
- Excellence, teamwork, and effort are part of the organization’s DNA.
- Values are primarily transmitted through example, as within a family.
- Respect, alignment, and coherence between what is said and done are essential.
- Value-based and ethical sports training is supported by programs and foundations.
Sense of Belonging and Leadership
- Clearly defining team goals is essential for aligning all members.
- Trust is the foundation, allowing vulnerability and mutual support.
- Shared values guide collective behavior and strengthen cohesion.
Organizational Purpose
- Organizations and teams also need a clear purpose to guide them.
- Sustainability goes beyond marketing: it must be integrated into daily practices and internal culture.
- Organizations, like people, can lose balance, which impacts performance and sustainability.
Competence and Sustainability
- Competence is necessary and positive both in the sports and business environments.
- Winning is a valid goal, but never at the expense of values or through cheating.
- The goal is to achieve benefits in order to be sustainable, but going beyond mere economic profit.
- Identity and sense of belonging in clubs are very strong and difficult to change.
Good Governance and Legality
- Compliance and good governance must start from the top and be reflected throughout the organization.
- The legal department is key to ensuring regulatory compliance, especially with the new European taxonomy.
- Going beyond legal requirements is a valid aspiration for the club.
Ana Sanjuanbenito briefly addressed legal topics and highlighted various European Union regulations. She explained how regulatory frameworks have evolved over time and will continue to do so, pushing businesses, sports associations, and European society toward more responsible and transparent practices, in line with various regulations such as:
- European Sustainability Reporting Standards (ESRS);
- Non-Financial Reporting Directive (NFRD);
- Sustainable Finance Disclosure Regulation (SFDR);
- Corporate Sustainability Reporting Directive (CSRD).
The concepts of sustainability in football teams:
Social
- Child protection
- Equality and diversity
- Accessibility
- Fighting discrimination
- Combating abuse
- Attracting and retaining talent
- Responsible procurement
- Community and society engagement
Good Governance
- Economic control
- Transparency and compliance
- Integrity
- Information integrity
- Facility management
- Combating violence
Environmental
- Water management
- Sustainable mobility
- Emissions reduction
- Energy consumption
- Waste management
An excellent round table followed, featuring the insights of the following participants:
The Director of the Real Madrid Graduate School – Universidad Europea, Marisa Sáenz Bravo; Javier García Coll, Director of the CSR and Sustainability Department at Real Madrid C.F.; Julian Casas, CEO and Promoter of Patrocina un Deportista; Lydia Sempere Francés, Motorsport Driver, with profound bilateral deafness and the only woman competing in the Clio Cup Spain as a driver for the Renault Foundation. Alfonso Arroyo Lorenzo, Deputy to the Presidency of GO fit; Ana Sanjuanbenito, CSR and Sustainability Department at Real Madrid C.F.
The round table offered a valuable opportunity to reflect on the challenges and progress in sustainability, inclusion, and leadership in sports and business. Lydia Sempere Francés, a racing driver and a true example of personal triumph as the only woman with profound bilateral deafness competing in the Clio Cup Spain, shared her inspiring experience with the Renault Group Spain Foundation. Javier García Coll and Ana Sanjuanbenito, both leading figures in CSR and Sustainability at Real Madrid C.F., presented the club’s institutional vision, emphasizing the importance of values and purpose in organizational management. Julián Casas Luengo, CEO and promoter of Patrocina un Deportista, highlighted the importance of fostering talent and sustainability in professional sports, while Alfonso Arroyo Lorenzo, advisor to the presidency of GO fit, stressed the role of innovation and social commitment in the fitness sector. Together, these professionals’ contributions showcased the deep interconnection between sustainability, values, diversity, and excellence, paving the way for a more conscious and responsible future in all fields.
#sustainability #realmadrid #sports #inclusion #football #purpose #people #csr #realmadridtalks #hr #responsibility #social
