Building a club, on and off the pitch
I joined Club Rugby Alella in October 2023. As Marketing Director, I lead a team of contributors and drive partnerships, communications and organisational initiatives to strengthen its sporting offer, social life and revenue streams.
Turn separate needs —a social meeting place, physical preparation, funding and new-member enquiries— into a more complete and sustainable club proposition.
Working context
A community-led club training on a shared municipal pitch. The opportunity was to strengthen everything around the training session: bring people together, add services and structure relationships with members and sponsors.
Channels & environment
- Club website
- Institutional WhatsApp
- Local partnerships
- Beach rugby
My contribution
- Identify needs and develop practical proposals
Identified friction in social activities, physical preparation, funding and new-member contact. Developed concrete proposals and sought partners who could help make them happen. - Negotiate service partnerships
Following relationship-building that began in 2023, secured the Vila Teixidó agreement in 2025 for post-match gatherings. Also negotiated gym access for members with WMT, within the Can Teixidó Pàdel Club setting. - Structure enquiries and member onboarding
Created the website and an institutional WhatsApp contact. I receive enquiries and route them to the relevant category’s coach or delegate, who continues the conversation and explains the club’s offer. - Develop a commercial sponsorship proposition
Contacted local businesses, presented distinct jersey placements and negotiated agreements to generate income. The offer combines kit visibility with mentions on Instagram. - Build the brand and digital presence
Developed the website, LinkedIn profile and club contact line. Improved Instagram’s visual identity and content, and aligned communications around “El nostre club, el teu club”, strengthening identity and belonging. - Organise and promote beach rugby
Led marketing strategy and organisation for the 2024, 2025 and 2026 editions of the Ocata tournament, bringing together more than ten teams across men’s and women’s categories.
Bring people together and lead a team
Brought contributors into the club’s management activities and coordinate their work as Marketing Director. Connect the people involved in communications, partnerships and organisation to keep initiatives moving and sustain delivery.
Partnerships that improve the member experience
Through agreements with the independently managed venues, Can Teixidó acts as an extension of the club for social gatherings and physical preparation.
A home for the post-match gathering
Secured a regular meeting place for players and the wider community after matches. The agreement makes gatherings easier to organise and reduces the administrative burden previously carried by players.
Access to physical preparation
Negotiated gym access for members across club categories. This broadens the club’s offer and supports physical work alongside rugby training and matches.
From an enquiry to joining the club
An institution-led onboarding journey with clear ownership at each stage.
- 01
Discover
Visit the website and learn about the club.
- 02
Enquire
Contact the club’s institutional WhatsApp number.
- 03
Route
I receive the enquiry and assign it to the appropriate category.
- 04
Welcome
The coach or delegate follows up and explains services and participation.
Marketing that generates income
Membership fees left limited financial headroom, while sponsorship was largely focused on covering kit. Developed a commercial proposition with different placements and visibility options to bring additional funding into the club.
Contacted potential sponsors, presented the value of each placement and closed commercial agreements. Alongside jersey visibility, included mentions in Instagram posts, with visual identity and content updated to reflect the club’s development.
| Sponsor | Jersey placement |
|---|---|
| Vicia Motors | Right chest |
| Vila Teixidó | Centre front |
| Catex | Back, above the number |
| Navigalium | Right sleeve |
| La Plaça d’Alella | Left sleeve |
| Can Sors | Lower back, left |
| La Petita Menorquina | Lower back, right |
Achievements & tangible improvements
More services for members
A social meeting place at Vila Teixidó and gym access at WMT through agreements with external partners.
Institutional contact and routing
Website and WhatsApp enquiries connected with coaches and delegates by category.
Beach rugby · 2024–2026
Marketing and organisation of a tournament with more than ten men’s and women’s teams.
A shared identity
Website, LinkedIn, Instagram and club contact aligned around a recognisable proposition.
Sponsorship revenue
Increased sponsorship revenue through new commercial agreements and brand activations.
A lasting social dimension
A regular meeting place beyond training and matches, making post-match gatherings easier to organise.
A stronger foundation to support the team
This work expanded the services and structure supporting club life. During this period, the senior men’s team won the Tercera Catalana and Copa Catalana de Bronze: collective achievements by the team and the people supporting it.