CaixaBank has officially launched “Generations” (Generaciones), a strategic activation program designed to celebrate and strengthen the intergenerational bond between football clubs and their supporters.
The initiative debuted this week with Atlético de Madrid and Girona FC, focusing on the emotional heritage passed down from grandparents to grandchildren. The program is set to expand across 26 clubs in Spain’s First and Second Divisions (LaLiga EA Sports and LaLiga Hypermotion) throughout the 2026 season.
Key Program Highlights:
- Family Experiences: Winning families—representing three generations—receive VIP match tickets, stadium tours, and “Meet & Greet” sessions with players and club legends.
- Pitch-Side Access: Fans can experience the pre-match warm-up from the grass, providing a unique perspective of the professional environment.
- Creative Engagement: The program includes drawing contests for children, where they illustrate their passion for the club with help from their elders.
- Content Strategy: Each family story is documented in video format for social media, amplifying the human side of CaixaBank’s sports sponsorships.
“This campaign highlights the link between generations, values that represent both football and Girona FC,” said captain Christian Stuani. By targeting its roster of 26 sponsored clubs, CaixaBank aims to solidify its position as the bank of football fans in Spain.