All of the conditions needed to bring about an explosion in Branded Content are present in the Spanish advertising market: the loss of effectiveness of conventional advertising, the media's need to complete its offering with content that is partially or fully funded by third parties and, finally, users who are constantly on the lookout for interesting and gripping stories to gobble up. However, the industry of brand-produced content is still in its infancy. The risks posed by such initiatives for the media and brands (where both lose a degree of the control they used to have over messages), the lack of an effective 'route to market' and the absence of a model to measure and analyse results are the main obstacles hindering the development of the industry in Spain. Nevertheless, we have begun to see some very interesting and successful cases, which make us feel optimistic about the future of branded entertainment.

The TV programme told an interesting story that the viewer was naturally drawn to, due to the right combination of entertainment and dissemination. It was possible to show that even behind a junior football team there were great stories to be discovered. The storytelling created by the agency was capable of transforming an anecdote that happened at a match between 2 teams into a 30/60-minute formula for a TV programme broadcasted on Catalonia and Andalusia regional television. The values that the championship was aiming to communicate to young people became the main point of the story.

When aired on television, the programme won the support of the audience, attracting higher audience ratings than average for channels like TV3 and Canal Sur, where it was shown. As a result, the Danone Nations Cup was covered by the country's major media.