Sergio Ramos, a former Real Madrid footballer and current French PSG player, has experienced a strong upturn in the last two years in the activity of Sermos 32, a company of which he is the sole administrator and whose main objective is the management of his image rights.
In 2020, the year for which the accounts have just been deposited in the Mercantile Registry, We will be 32 generated revenues of 4.5 million, a growth of 40% compared to the previous year and the highest figure since its incorporation. A percentage practically similar to the increase registered in 2019, in which the 3.2 million invoiced represented an increase of 38%. Increases that are largely explained by the agreement that Sergio Ramos signed with Amazon for the filming of two documentary series.
The first, entitled The heart of Sergio Ramos, premiered in September 2019 on Prime Video, the audiovisual content platform of the e-commerce giant. And during 2020 he shot the second series, The legend of Sergio Ramos, released in March of this year. If the turnover of Sermos 32 in 2020 is compared with that generated in 2018, the last year before the premiere of the first season, the growth reaches 93%, almost double.
Even greater is the growth in the amount that the Sevillian footballer receives in a personal capacity for the transfer of his rights. In 2020 this figure reached 2.9 million, one more than in 2019 and 114% above the 1.4 million in 2018. It must be explained that companies whose purpose is the management of image rights, such as Sermos 32, comply with the tax regime of related-party transactions. For this reason, they have to pay the athlete, in this case Ramos, a majority percentage of the proceeds from the “transfer of image rights”, even though he himself is the owner and administrator of that company,
Last year’s accounts also show a net profit of almost 422,000 euros, five times more than in 2019 and the highest since 2013. Sermos 32 also owns shares in other companies it owns or in which it participates, such as Desarrollos Inmobiliarios Los Berrocales, of which it owns 49% and with which it intervenes in the real estate development of the future neighborhood of the same name located east of Madrid.
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