Emilio García Duarte: Betis puts fans first

Emilio García Duarte, Real Betis’ business director, joined the club in April 2025 after 15 years in the NBA. In an interview with MARCA, he says the move arrives at a “double joy” moment: the team is performing and the club is also progressing commercially.

From the NBA to Betis

García Duarte contrasts the two worlds. He argues that the NBA monetizes the fan relationship more aggressively, with tools such as the “vital economic value” metric, which tracks how much money supporters spend over a year. In football, he believes the priority is fan satisfaction—often even before maximizing revenue.

He also notes that US teams operate as global brands, aiming at local and international audiences, which can dilute community ties. “In Betis that doesn’t happen as much,” he says, adding that he is trying to increase the brand’s international view without losing sight of the local supporter.

Membership, discounts and bond

On the numbers, he highlights 99,000 members (some with a seat, others with a smaller membership). He also points to 'Soy Bético Digital', which he says costs nothing and helps build a fan base.

A key element is the club’s affordability policy: 40% of season tickets are discounted for different groups—youth and junior categories, over 65s, people with at least 33% disability, unemployed supporters, or those earning under €16,500 gross per year. He adds that ticket transfers and upgrades let families move from a child season ticket to an adult one for a “modest” additional fee.

Finally, the director stresses the loyalty of Betis supporters, claiming that any news “goes beyond the city borders.” MARCA reports that, for him, this is valuable both for brand building and for growing the business without breaking the identity.