Brands pay more and more to reach people who do sport, and they rarely know what they got in return. I put them in front of that audience, at its events and in their markets, and I show them what they achieved.
01 The problem
A brand that sponsors an event usually buys the same thing: a logo on a barrier, a stand for a weekend and a report at the end that nobody checks. People who train see a lot of logos and remember the one that was useful to them.
Something similar happens with a new market. To sell in Europe you need an importer, compliance with EU rules and someone to supply the distributors. Some brands set up a company here before they have sold anything.
I believe a brand has to earn its place by being useful to the people who train, and pay for what it achieves.
02 About me
For three editions I led WODCELONA's sponsorships, so I know what an event has to offer to win a brand over. Before that, with my own company, I worked for multinationals, and I know what a brand needs to see before it invests again.
I know how to go in where I don't know anyone yet. Today I am opening European markets for PICSIL. Before that I assessed more than 250 cities to launch FREE NOW's micromobility in ten countries and led the European expansion of Inurba Mobility's bike sharing.
I learned it at All In Group, my first company. At WODCELONA, an inclusive fitness competition in Barcelona, I did it with sponsorships, exhibitors and activations.
With TBTB Global, the logistics company I founded, we handled more than 5,000 shipments a year for Procter & Gamble, Unilever and Pfizer: dangerous goods, biological samples and urgent prototypes.
A brand comes back when it knows what it achieved. That's why every agreement starts with a goal and a way to check it.
Economist, with a master's in Multimodal Logistics Operations and a specialisation in Packaging Engineering.
The full track record, on LinkedIn WODCELONA report03 How we work
A couple of lines by email or WhatsApp.
It might be an event, a network of events or entering a new market. And what we will measure to know whether it worked.
I handle the negotiation and the operation, and you see what your brand has achieved.
04 If you want to sell in Europe
Your brand is from outside the EU and you want to sell in Europe without setting up a company here. With Ottobaum we are the importer: the stock enters through Barcelona, is made compliant and is shipped to distributors in each country, at the price your brand sets. We don't buy your product or add a margin on top, and the distributor handles customer complaints.
We help you get started: we introduce you to distributors that fit your profile and set up the whole operation. Then we position your brand in each country through sports events, communities and sports networks.
We work business to business only: we don't sell to consumers or run customer service.
Without a common importer, each country usually has its own, and each one clears its own customs.
One way in for the whole EU. The stock enters through Barcelona, is made compliant and from there reaches distributors in any of the 27 countries.
The brand still sets the price. In-store sales and complaints stay with the distributor.
| Distributor | Logistics warehouse | Legal representative | Own subsidiary | Ottobaum | |
|---|---|---|---|---|---|
| Import without setting up a company in Europe | |||||
| Comply with EU rules | |||||
| Stock in Europe | |||||
| Shipments to distributors in all 27 countries | |||||
| The brand sets the price | |||||
| No company or staff of its own in Europe | |||||
| Presence at sports events and in communities in each country |
Included Partly Not included
Comparison by type of service, not by company.
The customs duty exemption for parcels under €150 ended.
The new EU packaging rules began to apply.
The stock is already in Europe: distributors receive their orders without going through customs within the EU.
We also open markets in Latin America.
Visit Ottobaum05 If you want to reach the people who compete
A weekend of sponsorship is forgotten by Monday. BOLD Series is the opposite: a circuit of team fitness competitions where people train together for nine months before the first stop and three months after it. Your brand earns its place by being useful to the athletes, and what it achieves is measured. Everyone who shows interest in it is recorded with their consent, and from the day you sign you have a dashboard with what has been published, its reach and the contacts you have gained.
The first stop will be at the Madrid Arena, from 18 to 20 June 2027.
Discover BOLD Series
06 If you want to reach many events at once
Going event by event is slow and expensive. SponsorSheep brings many sports events together under a single agreement: your brand reaches the people at all of them at once, and each event earns income without having to go out and find sponsors. It is a European network, starting in Spain.
Discover SponsorSheep07 If you organise an event
I've been in your shoes: I led WODCELONA's sponsorships. I prepare your event's offer for each brand and carry the negotiation through to event day, so you can spend your time organising it.
Email me08 Who I’ve worked with
Each brand, in the role it played
at a specific stage of my career.
WODCELONA sponsors · 2024 to 2026
TBTB Global clients and companies from my career · 2007 to 2023
WODCELONA brands sponsored the event, organised by Limited Edition Athletes. TBTB Global brands were clients of the logistics company I founded.
09 What's at stake
| Without a plan | With a plan |
|---|---|
| A logo nobody remembers | Your brand where your audience trains, doing something useful |
| A report nobody checks | Figures agreed from the day you sign |
| A subsidiary opened before selling anything | Selling in all 27 countries through a single entry point |
10 FAQ
Juan Carlos Golindano works in the sports business: he helps brands reach the people who train and sell in new markets, with a goal and a way to measure it. Before that he worked in promotional marketing, international logistics for multinationals and urban mobility. He is the founder of BOLD Series and SponsorSheep and co-founder of Ottobaum. He lives and works in Barcelona.
Juan Carlos Golindano works with brands that want to reach people who do sport (nutrition, clothing, footwear or recovery) and with sports brands from outside the EU that want to sell in Europe.
Ottobaum is the company through which Juan Carlos takes sports brands into new markets. In Europe it is the importer for brands from outside the EU: it makes the stock compliant in Barcelona and ships it to distributors in all 27 countries, without buying the product.
BOLD Series is a circuit of team fitness competitions. The first stop will be at the Madrid Arena, from 18 to 20 June 2027. Brands reach the people who compete and the people who come to watch, with content before the event, activation during it and follow-up afterwards.
SponsorSheep is a European network, starting in Spain, that brings many sports events together under a single agreement, so a brand reaches the people at all of them at once.
By email at [email protected] or on WhatsApp at +34 661 461 516.
11 Your next project
Send me a couple of lines about your brand or your event
and I'll tell you frankly whether I can help.
If I can't, I'll tell you that too.
Or, if you prefer, directly: