Pau Gasol to Become Cultural Change Advisor to Iberia

• The airline and the former NBA superstar share values such as teamwork, passion, and the desire to excel, which will drive upcoming improvements at Iberia.

• The official announcement was made first to the media at the Espacio Iberia on Calle Velázquez, 37 and, later, at the airline's headquarters, with close to one hundred members of staff in attendance.

• The former basketball player has been Iberia's ambassador since 2016 and inspired the airline’s motto: "Every Day is the First Day".

Iberia chose former NBA star Pau Gasol as advisor to the cultural change that the airline is embarking on after these two years of the Covid-19 pandemic.

The former player will become a key figure in the narrative of cultural change at Iberia, which is based on six values: "We are one", "We make it simple and efficient", "We put passion and soul into everything we do", “We reinvent tomorrow”, “Safety is part of our DNA”, and “We connect with our clients”.

Many of those values lead directly to Pau Gasol, especially those regarding teamwork and trust in colleagues, working toward a common goal, involvement, and enthusiasm in all aspects of our work, and the ability to improve and reinvent ourselves every day.

Cultural Change at Iberia

Through a range of events and activities, Iberia and Pau Gasol will launch the new initiatives with which the airline is to promote its internal cultural change.

These initiatives are based on Iberia's commitment to constant improvement in order to continue promoting diversity –from raising awareness to avoid instances of unconscious bias, to maximising the value of our female staff–, offering greater flexibility to employees, and launching a new programme that will recognise the people of Iberia who best embody the company's in-house values.

This collaboration began with a presentation at the recently opened Espacio Iberia (Calle Velázquez, 37), in which Gasol and Iberia’s executive chairman of Iberia, Javier Sánchez Prieto spoke about the former player's connection with Iberia's values.

Next, Gasol had a face-to-face meeting with nearly 100 Iberia employees, which was streamed to the airline’s more than 15,000 staff, and which is the first internal recognition event to take place following the pandemic.

Every Day is the First Day

Pau Gasol has partnered with Iberia since 2016, contributing to several various marketing campaigns, as well as taking part in events with the airline’s staff.

Along with Spanish tennis star Rafa Nadal, Pau Gasol starred in Iberia’s most recent Christmas campaign, https://www.youtube.com/watch?v=lkKhFbFohoc, and in its "Every Day is the First Day" campaign, which describes the attitude shared by Iberia and Gasol, and which has become Iberia's motto: https://www.youtube.com/watch?v=_57SJYr6P9A.