INNOVATION DAY
Content-Integrated Affiliate System
Shape the Future of Sports Media
Deadline to apply: Before March 18th, 2026
A space designed to spark meaningful opportunities.
What's in it for you
Real Challenges
Engage with a high‑impact challenge defined by MARCA. You’ll have the opportunity to propose and test a technological solution that seamlessly integrates affiliate commerce into editorial content across the MARCA webpage, app, and social media channels.
Direct Access
Gain direct access to MARCA’s innovation teams and key decision‑makers exploring new content monetization models. Present solutions that deliver seamless integration, personalization, and scalable e‑commerce across their digital platforms.
Business Impact
Showcase your solution as MARCA explores new digital and monetization strategies. This challenge gives visibility for potential pilot discussions or collaboration, highlighting the value your technology can bring to a leading sports media ecosystem.
Discover New Opportunities
MARCA, as a global leader in sports information and media, is exploring new monetization avenues directly linked to editorial content and user experience. Within this context, MARCA is launching an innovation challenge aimed at companies and startups from the GSIC Sports Innovation Center ecosystem, with the goal of identifying technological solutions that enable the development of an e-commerce affiliate system integrated into its digital platforms.
The Challenge
The main objectives are:
To generate new revenue streams based on affinity and purchase intent
To add value for users through relevant and contextual recommendations
To maintain a smooth, non-intrusive user experience
Specific Objectives
MARCA has a clear core focus Sports merchandising, Memorabilia (signed jerseys, historical items, limited editions, etc.), but is open to expanding beyond it.
Sports‑Related Categories
Explore additional product categories provided they align with sports and entertainment content.
User/Fan Value
Ensure any new categories deliver real value to users and fans.
International Scalability
Prioritize products that are scalable and sustainable at an international level.
Key Considerations
Participating companies should ideally present proposals covering the following areas:
- Affiliate model and monetization structure.
- Technical integration capabilities (CMS, app, social, tracking).
- Personalization by content, user, and market.
- User experience (UX/UI) integrated within the editorial environment.
- Analytics, reporting, and attribution capabilities.
- Scalability, security, and regulatory compliance.
Possible use cases or applications
The collaboration between The Athletic and eBay serves as a benchmark example of how editorial content can create synergy, enable monetization, and build a scalable ecosystem.
Synergy
Editorial content is organically linked to relevant products
Monetization
Users can discover and purchase products related to what they are reading.
Ecosystem
The affiliate system is fully embedded within the editorial experience.
Previous Innovations Day
Over recent years, GSIC Innovation Days have become a core open‑innovation format, developed in collaboration with leading sports organizations worldwide. Through these initiatives, we work with federations, leagues, clubs, and global brands to address strategic challenges across athlete performance, fan engagement, data monetization, sustainability, health & wellbeing, and digital transformation. Partners include organizations such as FIFA, EHF, US Soccer, Cricket Australia, LaLiga Tech, Red Bull, FIBA 3x3, Sport Lisboa e Benfica, Genoa CFC, and the Spanish Paralympic Committee.
Genoa CFC – Injury Prevention
Genoa CFC Innovation Day attracted over 30 applications offering cutting‑edge solutions in player health and injury reduction.
Grandvalira – Alpine Skiing World Cup: Fan Engagement
The event received more than 20 applications focused on transforming the fan experience at one of the world’s most iconic winter sports competitions.
Dinamo Zagreb – Sponsor Visibility & Analytics
With over 30 high‑quality applications, the event showcased breakthrough technologies designed to redefine how sponsorship is measured.
Success Story:
From Challenge to Collaboration
More than 50 startups had follow‑on engagements with Real Madrid Next, LALIGA, and Cricket Australia, showcasing how the program opens real pathways from innovation to collaboration with flagship organizations.