— A Strategic Case Study on Cross-Sport Synergies, International Expansion, and Regional Resilience
Based on reporting by Alex Donaldson | Originally published by Sportcal, May 30, 2025
In the high-stakes world of European football, legacy is often a luxury reserved for the elite. Yet in the Basque capital of Vitoria-Gasteiz — a city of just 250,000 — Deportivo Alavés and Saski Baskonia are rewriting the rulebook on how small-market teams can craft enduring value in one of the continent’s most competitive regions.
From near-extinction to LaLiga survival, from local infrastructure to global strategy — their playbook is one that any modern sports property, investor, or commercial partner should be studying closely.
From Crisis to Blueprint: The Grupo Baskonia-Alavés Model
In 2011, Deportivo Alavés was €21.4 million in debt and headed for liquidation. The club was rescued not by a traditional football owner, but by Grupo Baskonia, the parent company of top-tier basketball team Saski Baskonia — one of only 12 long-term license holders in the prestigious EuroLeague.
This wasn’t just a merger. It was the start of an integrated sports ecosystem with a dual-sport commercial strategy:
- Alavés → LaLiga club focused on grassroots, talent development, and internationalization
- Baskonia → EuroLeague contender with elite basketball operations and global reach
Global Growth through Local Identity
Instead of chasing big-name transfers or high-cost arms races with Basque giants like Athletic Club or Real Sociedad, Alavés focused on:
- Player Development & Trading
- Acquired Croatian club NK Istra, enabling player movement, scouting depth, and €1M+ in player sales.
- Launched an international academy in Vitoria-Gasteiz to host youth from Senegal, Japan, Indonesia, and more.
- Infrastructure-First Strategy
- The ambitious Ondare Project (Basque for “legacy”) includes:
- Training city (Ibaia)
- Stadium upgrades (Mendizorrotza)
- New residences & university partnership
- “The Faktory” – a sports tech hub
- The ambitious Ondare Project (Basque for “legacy”) includes:
- Cross-Sport Sponsorship Bundling
- Brands like Hyundai and PodoActiva support multiple properties across football, basketball, and Croatian markets.
- Institutional partners (city/regional governments) fund both teams as civic assets.
What Can Other Clubs Learn?
At 365247 Consultancy, we believe the Alavés-Baskonia model offers a playbook for sustainable sports business, especially in smaller or underserved markets.
Here are five strategic takeaways:
1. Think Multi-Sport, Multi-Revenue
Pairing teams across disciplines (like football and basketball) unlocks economies of scale and sponsor synergy. This isn’t just cross-promotion — it’s commercial multiplication.
2. Global Expansion Without European Super Club Budgets
Alavés proves you don’t need Champions League football to build a global footprint. Smartly chosen satellite clubs and grassroots academies abroad can drive both talent and fandom.
3. Local Infrastructure Is Global Strategy
Investing in urban sports hubs not only generates alternative revenue (education, events, real estate) — it shields clubs from TV volatility and seasonal risks.
4. Sell Solutions, Not Sponsorship
Grupo Baskonia-Alavés doesn’t pitch perimeter boards — they pitch regional visibility packages across football, basketball, and grassroots programs. This solutions-based approach is what sponsors want in 2025.
5. Long-Term Planning Beats Short-Term Panic
With LaLiga TV revenues making up 75% of Alavés’ budget, the club’s Ondare project aims to reverse that dependency — showing how foresight creates financial insulation, not just ambition.
Whether you’re a club building in a competitive market, a brand targeting sports audiences, or an investor evaluating multi-sport models — 365247 Consultancy helps you build long-term value in short-term markets.
Strategic club infrastructure planning
Multi-property sponsorship packaging
Cross-border football growth models
Sports investment entry frameworks
Commercial resilience blueprints
Book your introductory call here.
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Credits: Reporting by Alex Donaldson via Sportcal, May 30, 2025. All rights remain with the original publisher. This strategic commentary is an original analysis by 365247 Consultancy.
