BTN News: Carlos Sánchez Broto loves to think about the future, and perhaps that’s why in 2001, his brother Javier founded Soloporteros. This small, digitally-inclined company focused solely on goalkeeper sports equipment. Like many successful ventures, the idea emerged in a modest 30-square-meter garage in Zaragoza at a time when e-commerce in Spain was barely a budding concept. “Football has always been like another family member,” Carlos Sánchez Broto reflects. “Our father played for various teams in Aragón and even donned the jersey of the regional team. My brother Javier, the mastermind behind all of this, was a goalkeeper for teams like Villareal, Zaragoza, Celtic, Getafe, Hércules, and Málaga.” Two decades later, this venture has transformed into Fútbol Emotion, expanding from the initial three employees to an impressive 500.
Pioneers of E-commerce in Spain
Back in 2001, many thought the Sánchez Broto brothers were crazy for their – now visionary – decision to sell only goalkeeper gear through an online platform. The World Wide Web had only been around since 1989, and e-commerce giants were just beginning to emerge in the United States in 1995. Nowadays, internet access is ubiquitous, thanks to the rise of desktop computers, the advent and rapid evolution of ADSL, and the explosive growth of mobile devices. Therefore, in 2001, e-commerce was still in its infancy in Spain, and few in Zaragoza had faith in the future of that tiny company.
Carlos Sánchez Broto, co-founder of Fútbol Emotion, reiterates the deep-rooted connection with football in their family: “Our father played for various teams in Aragón and even wore the regional team’s jersey.”
Today, the Sánchez Broto brothers distribute sports gear, lifestyle products, and accessories for various sports, catering to both adults and children. That 30 m² store has grown into a 7,000 m² warehouse and 1,500 m² offices in the heart of Zaragoza, boasting over three million followers across their social media channels like Instagram, TikTok, Facebook, and YouTube.
Pyme of the Year in Zaragoza
Fútbol Emotion’s bold and successful commitment to digital has earned it the Pyme of the Year award in Zaragoza for 2022, an accolade bestowed by Banco Santander in collaboration with the Chamber of Commerce. The Sánchez Broto brothers regard the bank as “a full-fledged partner. Banco Santander has been with Fútbol Emotion from the very beginning, not just financially but also supporting us through our journey and meeting our needs.”
This support is part of Banco Santander’s commitment to small and medium-sized enterprises (SMEs), which make up 99% of Spain’s business fabric and are the primary source of employment in the country. For years, Santander has been promoting various measures, from specific financing and advisory programs to initiatives for internationalization and digital transformation, to support the daily operations of its four million SME clients and bolster this business model as a pillar of the Spanish economy.
A Recognition that Ensures the Future
The Pyme Award, in its provincial edition, acknowledges essential aspects of small and medium-sized enterprises’ contributions to society and the economy, such as “job creation, with special attention to permanent employment; talent development through training; international activity, focusing on export evolution and opening new markets; innovation and digitalization initiatives; and socially responsible projects,” explain Banco Santander and the Chamber of Commerce. This initiative is held in 50 provinces and involves 52 local chambers of commerce, 13 Banco Santander regional branches, and major Spanish media outlets. Provincial winners compete for the National Pyme of the Year Award, announced in the first quarter of the following year.
In their successful business journey, Fútbol Emotion has grown from the initial three employees to the current 500.
From its humble beginnings in a small Zaragoza shop to today, Fútbol Emotion – still a family-run business – has achieved its creators’ dream: to be market leaders in Spain. When asked about the future, they dream big: “Why not, with healthy and humble ambition, aim to be world leaders?” A team of champions indeed.
By staying true to their roots and embracing the digital age with unwavering commitment, the Sánchez Broto brothers have crafted a success story that continues to inspire, proving that with vision and perseverance, even the most niche markets can thrive and lead globally.
