Football is the most popular sport in the world, and thousands of people visit YouTube every day in search of videos of their favourite players. In 2012, Mediapro, one of Spain’s largest audio-visual groups, decided to launch its own YouTube channel to publish highlights of all the BBVA League, Adelante League and Copa del Rey matches, as well as interviews with key players and montages of the best goals of the season. By doing this, Mediapro has generated greater interest in Spanish football abroad, and has increased the number of subscriptions to GoI T, Mediapro’s pay-TV channel. Sales and Marketing Director Ignacio Arrola explains: “Fans watch the highlights on our YouTube page, and then they want to watch the entire match. That’s how they end up purchasing our product.” After two years working alongside Google and with an average of more than 100 million video views a month, the Group chaired by Jaume Roures is very pleased with the experience to date and looks forward to continued growth in the future.