Carmen Garcia-Doncel

Carmen joined TSMGI in 2022 as a part of the Sports Marketing team, leading the agency’s efforts in Spain for Abbott’s global partnership with Real Madrid CF. With over a decade of experience in the sports marketing industry, she brings a wealth of expertise in brand strategy, sponsorship activation and global communications—all through the dynamic lens of sports and entertainment.

At TSMGI, Carmen thrives on the opportunity to collaborate with diverse teams across the globe and drive high-impact programs, particularly those aimed at youth development. Through the Abbott and Real Madrid Foundation partnership, she helps bring to life initiatives that inspire and empower young people, finding deep purpose in combining social impact with unforgettable brand experiences.

Having lived and worked in multiple countries, she brings a culturally rich and globally minded perspective to every project. Before joining TSMGI, she worked for You First Sports, where she guided brands in leveraging the power of sport to build authentic and meaningful connections with audiences.

A proud native of Spain, Carmen studied in Madrid and continues to call the city home. Away from work, she’s still a devoted Real Madrid fan (¡Hala Madrid!), a lover of history and travel and enjoys immersing herself in books, films, theater and discovering new restaurants.