Four Olympic champions lead a new campaign to strengthen the Canary Islands as a destination for elite sports

Following the success of the first international campaign launched in 2024, we have partnered with Warner Bros. Discovery to roll out this new multichannel initiative, which retains the same slogan: “Canary Islands. One goal. One destination. All year round”. The campaign will be broadcast both on television and across the platform’s digital sports ecosystem.
La italiana Marta Maggetti, campeona olímpica de iQFoil, es una de las protagonistas de la acción “Canary Islands. One goal. One destination. All year round”

This time, the protagonists are four world-class athletes who have been training in the Canary Islands for years: British athlete Ellie Aldridge, Olympic champion in Formula Kite at Paris 2024—one of the most spectacular and fast-growing disciplines in Olympic sailing; Italian athlete Marta Maggetti, Olympic champion in iQFoil, also at Paris 2024; and beach volleyball players Anders Mol & Christian Sørum (Norway), gold medallists at Tokyo 2020 and bronze medallists at Paris 2024, widely regarded as one of the best pairs in the history of international beach volleyball.

This campaign is a clear example of our strategic commitment to a more competitive, diversified tourism model aligned with the archipelago’s economic and social sustainability.

This campaign is a clear example of our strategic commitment to a more competitive, diversified tourism model aligned with the archipelago’s economic and social sustainability. Positioning the Canary Islands as a leading destination for high-performance sports strengthens its international image, generates qualified employment opportunities, and helps distribute the benefits of tourism more evenly across the territory.

Olympic champions’ testimonials

The campaign consists of three audiovisual pieces focused on each discipline, along with a longer version featuring all four athletes. In these spots, Aldridge, Maggetti, and Mol & Sørum invite viewers to discover their day-to-day training routines in the Canary Islands, a destination that has been part of their preparation for years and has become a key setting on their journey toward their next major goal: the Los Angeles 2028 Olympic Games.

The production, available in five languages and supported by presence at major international sporting events, will enable strong engagement with audiences connected to high-performance sports.

This initiative reinforces our strategy of partnering with highly credible brands and ambassadors. The multilingual production and visibility at major international sporting events will allow us to connect very effectively with high-performance audiences. In addition, this initiative further strengthens the positioning of the Canary Islands as Europe’s ideal year-round training destination, thanks to its climate and world-class infrastructure. Numerous elite athletes already choose the archipelago as their training base, including sailors, surfers, triathletes, beach volleyball players, athletes, swimmers, and cyclists from around the world.

Presence at major events

Produced in Spanish, English, French, German, and Italian, the campaign “Canary Islands. One goal. One destination. All year round” launched this March and will be broadcast across Europe via Eurosport’s linear and digital channels, as well as on HBO Max in continental Europe and TNT Sports and discovery+ in the United Kingdom and Ireland.

“Canary Islands. One goal. One destination. All year round” will be broadcast across Europe via Eurosport channels, on HBO Max in continental Europe, and on TNT Sports and discovery+ in the United Kingdom and Ireland.

The campaign will run until October and will feature prominently at some of the most important sporting events on the international calendar, including the Tour de France, Giro d’Italia, La Vuelta a España, Roland-Garros, the UCI World Championships, PTO triathlon events, and major international marathons.

In addition, the initiative will achieve wide international reach, with estimates of more than 77.8 million TV impressions through Eurosport’s network in Europe, plus 4.2 million guaranteed digital impressions and a total estimated reach of 82 million contacts across television, digital environments, and streaming platforms.

*Recovery, Transformation and Resilience Plan – Financed by the European Union – NextGenerationEU.