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Pablo Laso takes part in Audi event

NEWS STORY. 16/11/2021

The madridista coach and José Miguel Aparicio, CEO of Audi España, discussed management and leadership in the world of sport and business. 

Pablo Laso took part in the latest instalment of the Audi Talks series. The Real Madrid coach and José Miguel Aparicio, CEO at Audi España, took centre stage in an event in which they shared an informal chat about the parallels between managing two vastly different organisations in the shape of a sports team and an automobile brand, both of which pursue the same objective: reaching the top through perfection.

In terms of leadership, Laso commented that: "There's no single leader, my job is about allowing the team to recognise its strengths and making the players aware who should shoot the last triple". Meanwhile, Aparicio explained that: "Leadership is often considered to be about selling one car more than your competitor. However, as CEO at Audi, an important part of my role involves explaining that true leadership is all about setting out a mobility path towards the future". The pair highlighted the importance of innovation, competitiveness, commitment and effort to achieve the levels of excellence pursued by Real Madrid and Audi.

Video.Pablo Laso takes part in Audi event

Successful partnership
Audi and Real Madrid have enjoyed a successful partnership since 2003 and the link-up was extended in 2015 to include the club's basketball team. This agreement is based on common values, such as history, innovation, reliability, competitive spirit and leadership. For the past six seasons, the members of the basketball first-team roster, led by coach Laso, have driven Audi vehicles.