"At Endesa, we have decided to go one step further and have expanded our commitment to the company's second area of sponsorships: culture.”

Sport arouses passion. Music arouses emotions. These are undeniable statements that are shared by all. Endesa knows this and, therefore, its sponsorship strategy focuses on both territories. This strategy has evolved over time and has adapted to the needs of the company, but it has always had a common goal: to reach our stakeholders in a different, up-close way that has a positive impact on the company's reputation.

Sponsorships are, without a doubt, a fundamental tool to achieve the purpose of improving Endesa's image and promoting communication with its stakeholders, from a perspective that is not the traditional commercial or advertising relationship. They allow us to link the Endesa brand to times and situations where we can offer another side of the company to our customers, employees, media, and other actors. In addition, it allows us to acquire a commitment to society and closeness to the territory in which we operate.

For over 10 years Endesa has been sponsoring basketball in Spain. It gives its name to the two national leagues, the men's – Endesa League – and the women's – Endesa Women's League –, and supports the Spanish basketball teams in all their categories. Both agreements, with ACB and the Spanish Basketball Federation, have had a very positive impact on several aspects: impact on the improvement of Endesa's image and reputation, on its renown, on economic returns and on loyalty among our current and potential customers. According to the Brand Image Tracking carried out by Ipsos, more than half of Spanish society knows about our basketball sponsorships. Those who know them value the company and its image 13 points above those who have no recollection of our sponsorships. In short, sponsorships help us to improve the image of the brand even in times in which the energy sector is in a delicate situation.

Our position in the world of basketball has been consolidated. We are the best known company in this territory according to the Sports Sponsorship Barometer, and our past and present work in helping this sport has been acknowledged in the sector.

Thanks to this consolidated position in the world of sport, at Endesa we have decided to go one step further and have expanded our commitment to the company's second area of sponsorships: culture. Until now, Endesa's support in the cultural field has focused on the performing arts – mainly theatre –), as well as classical music, through agreements with the Teatro Real or the Palau de la Música. However, we want to reach a younger, more universal audience and so we want to focus on more modern, popular music, more mainstream. But that is not the only objective - we consider it necessary to support a sector, such as the cultural sector, which is in a complicated and delicate situation due to the pandemic. Sponsorships in this case also have a social objective and a corporate social responsibility objective.

A big challenge ahead: through sponsorship of the "Festival Jardín de las Delicias", held in Madrid in September, and preparations for a tour of six Spanish cities, the "Gira Endesa Jardín de las Delicias", Endesa wants to bring music to young people and do it in a sustainable and environment-friendly manner. We will be the sustainable partner of this Festival and its tour, and we will help both events create a benchmark for sustainable music. Electrical mobility, the circular economy or the supply of renewable energy will be concepts that we will be hearing on a recurring basis.

But, without a doubt, always linked to those that music transmits to us: emotions, joy, fun, passion and good vibrations. 

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