Karén is an Alumni of the MBA in Sports Management at the Real Madrid Graduate School–Universidad Europea. Now he is director of marketing and business development at KOP STADIUM, a technology startup that merges the real and virtual experience in the world of sport through installing stands in entertainment venues.
Please tell us when you studied and which faculty and campus you were at. How was your journey after completing your studies at Universidad Europea until the creation of your current project?
I studied the MBA in Sports Management at the Real Madrid Graduate School–Universidad Europea, located in La Moraleja. After graduating in 2014, I started working as an assistant in the department of marketing for U.D. San Sebastián where, after six months, I started my journey with TBS, a company specialising in telecommunications.
Later, I moved through different sectors as head of marketing in companies such as Autoescuela Lara, Viena Capellanes and Grupo La Musa. In 2016 I embarked on my first project as an entrepreneur and founded Fittrain, a startup dedicated to at-home personal training. We had to start from scratch without any external investment, which is noteworthy considering that we have hired 10 different trainers and have secured several partnerships with nutritionists and physiotherapists. Soon after, the pandemic arrived and we had to move the business online. I left the company in September 2020, but I am proud to know it still exists today.
Now I am working as director of marketing and business development at KOP STADIUM, a technology startup that merges real and virtual experience in the world of sport by putting up stands in entertainment venues. It’s a new business model that became a success during the Qatar World Cup, since we were able to fill the stands in the majority of matches, and managed to feature on the country’s main TV channels and media outlets.
Tell us a little more about your work. What do you enjoy the most? What challenges do you face on the daily? Do you have an anecdote you would like to share?
I joined KOP when the project was still in the concept and product testing phase, which gave me the opportunity to closely observe its growth and to contribute towards forming the entire professional team that makes up KOP today. I was also fortunate to have a vision of the project that was 100% aligned with that of CEO Federico de Vicente, which facilitated its development and allowed us to move more easily towards the goals set.
The best thing, and probably also the most complicated, is the fact that I have to coordinate all the areas of a business: communication, business development, sales, partnerships, event organisation, etc. At the same time, I actively work on product and service development and I am in constant contact with suppliers and customers. This means every day is different and time goes by quickly.
The truth is that being able to dedicate yourself to something you love, in my case football, motivates you to make an effort and not view the day-to-day tasks as a job, but as a hobby. Part of my job is to go and watch football matches in bars with an incredible environment and stands full of people. It is worth taking into account customer feedback and experience, as it is another one of the more interesting things I get from this job.
As in any growing company, especially when it comes to innovative projects such as startups, there are ups and downs. Some days it is more difficult to close a deal or get the stands filled up. But in the end, overcoming the difficult moments is just another part of learning, and even more valuable than the moments when everything goes well. I firmly believe that the challenges you face are those that help you to grow.
It’s not an anecdote as such, but I would highlight the work of KOP during the World Cup. A month of frantic activity, constant matches, working day and night... It was a tough time, but it was fully rewarded by the huge reception KOP got from the people.
We achieved exactly what we wanted: to take people to Qatar from the comfort of their favourite bars. And that’s a rewarding feeling that can’t be put into words. The fans’ happiness and excitement were so great that we were able to get the main television stations in the country to come and film us in our bars, we even did a fake live broadcast with Telemadrid, with lots of laughs. These moments are what gave me the strength to carry on during that intense month.
Tell us what this project represents for you. How do you hope to advance further from now on?
I believe that we are meeting a real need because we have been able to create an alternative to a tradition that has lasted for more than a century. It is an innovative, different experience for sports fans that allows them to experience a stadium-like atmosphere in the company of their friends and family or as part of a community that shares the same passion.
We make it easy for people to find places to meet, watch their favourite sport and enjoy a wide range of food and drinks. If you are a Madrid supporter you will have no problem watching the match in any bar. However, if you live in Madrid and want to watch Granada vs. Tenerife, for example, you will find it more difficult to find a venue in the capital. We get in touch with supporters clubs and communities that support teams outside Madrid and we help them to find and organise these events so that no fan has to miss their favourite team’s match.
We are also working on expanding the technological development of our app, which will help us to create an even more immersive and fun experience, something that fans are increasingly demanding from their experiences. We currently have 12 bars nationwide, but in 1 year’s time we hope to make that 150, and in the next few years, we intend to go international.
Why did you choose Universidad Europea? What values and characteristics do you think it has that have contributed to your professional development?
I have always been interested in working in the sports industry, specifically in football. I suppose that was one of the key reasons why I decided to sign up for the MBA with the support of Real Madrid. I received an incredible education and have been able to develop an extensive network of contacts that has supported me in my career development and my projects. Also, during that time I was able to meet amazing people who became my friends and with whom I am still in contact.
Universidad Europea has played a key role in my personal and professional development. I can safely say that it was one of the best decisions I made in my youth and I’m so grateful for everything it has given me.
What is your best memory from Universidad Europea?
I think my best memory from the University was the trip to the USA, where I was able to see the facilities of the football teams, the NBA, the NFL and the NHL. Seeing the experience during the games and all the production that takes place there. All this was essential for motivating me to make the concept of KOP STADIUM a reality.
In America, a sporting event is like a show that makes you feel, and my hope was to bring that same experience and feeling to the people here. Therefore, KOP was born with a single goal: to make sport a unique experience even outside the stadium, something like what I felt when I was there.
What advice would you give to those who have just finished their studies and are now going out into the working world?
From my own experience I can say that we cannot always start our professional career in our desired industry. However, as we develop, new opportunities will arise that will take us to the right place. Take advantage and get experience in different industries so that, once you get to the one you want, you’ll be the best. Opportunities arise along the way, but it is not always a straight path.