As the Executive Head of Video, Xavi Sanchez manages the production of Footballco's massive 1 billion monthly views, making it the top soccer content and media company worldwide. Before joining Footballco, Xavi built his career in sports marketing agencies. As a Creative Producer and Director, he oversaw strategy, creativity, and production for high-profile clients like Real Madrid, Formula 1, and the NBA. He was also commissioned to create content with soccer legends like Lionel Messi, David Beckham, Zinedine Zidane, Neymar Jr or Luis Suárez.
It is our pleasure to have you on the jury for the 2024 US International Awards. Can you tell us more about your job and everyday work life?
As the Executive Head of Video at Footballco, my job is to lead the strategic direction and execution of all video-related initiatives across our diverse publishing brands. This includes overseeing teams of talented people specializing in audience development, creativity, and video production.
Which aspect of your job do you enjoy the most?
What I find most rewarding in my role is the opportunity to blend creativity with strategy, crafting compelling video content that not only engages our audience but also aligns seamlessly with the brands we represent.
Looking back at your career, do particular projects stand out to you on a personal level?
At Footballco, we’ve had very successful campaigns recently. One project that I’m particularly proud of is our involvement in Pixel FC, celebrating a summer of women’s soccer, bringing together a world-class brand like Google with incredibly talented female content creators and presenters in the context of the 2023 FIFA Women’s World Cup delivering millions of views across the tournament.
Given your extensive project experience, do you follow a specific work mantra?
I've had the privilege of working on a range of projects, from ad campaigns to editorial series. And throughout my career, I've consistently centered my efforts on the intersection of audience, publisher, and brand interests, adopting a holistic perspective. After championing this approach, I have found that development of IP and brand recognition through audience-first content is the best way to achieve that organic performance balance between the three parties.
Footballco is the top soccer content and media company worldwide. Could you shed some light on the strategies you intend to employ in strengthening its position as a global soccer publisher?
When I joined Footballco, I had a clear mission to build company IP in three key areas: fan engagement, creating entertainment formats independent of match rights, and fostering recurring collaborations with some of the world's most prominent soccer players. This mission has proven successful, attracting partnerships with esteemed brands such as Dubai Tourism, Google, and Adidas. These collaborations have added unique value to our millions of viewers worldwide.
As we look ahead to 2024, we plan to double down on these successes. We're committed to strengthening the bridge between our global soccer audience and these influential brands, positioning Footballco as a truly global soccer publisher. While I can't reveal all the details yet, we have exciting projects and initiatives in the pipeline that will further solidify our position and provide even more compelling content and experiences for our audience and partners alike.
As a jury member, you have a say in who will be bestowed with our awards. What does an award symbolize for you?
An award, to me, is a recognition of excellence. It symbolizes validation and acknowledgment from peers, industry experts, or the community. I refuse to see an award as an end goal but rather as a motivation to continue doing good work and benchmark it with what's to come to never stop pushing higher.
In your opinion, what makes a "good" corporate video? Alas, what are you looking for in a winning entry?
A great corporate video conveys the brand message without forcing it into the audience. Good branded videos are watchable, whereas great branded videos are shareable! Always ask yourself: If I was not related to that content in any way, would I watch it till the end? Would I ever rewatch it? Would I share it? If it's a yes, then it's a great video.
Are there any tips for potential entrants? Production-wise and presentation-wise?
Make me (the viewer) feel something and assume that you have to earn every second of my attention. Attention is the currency of this era, and you have to fight for it against 101 different forms of entertainment - don’t take it for granted.
