Deportivo Garcilaso is trying to build a diversified business model as it pushes to qualify for the Copa Libertadores, the club’s marketing manager, David San Roman, told Gestion.
The Cusco club celebrated its historic promotion from the Copa Peru to Liga 1 barely four years ago. San Roman said one of its short-term goals is to reach a preliminary phase of the Copa Libertadores rather than the Copa Sudamericana.
He said the jump from the Copa Peru to competing for international tournaments has forced the club to professionalize its commercial strategy. The institution wants to widen its income through memberships, merchandising, licensed products, new sponsors and fan experiences. San Roman said the club wants the Garcilaso brand to keep expanding, not only in Cusco or Lima but around the world.
Reducing reliance on one backer
San Roman acknowledged that the club’s main financial support is still Salkantay Trekking, a tourism company linked to the club president, Edgar Catunta. He said between 85% and 90% of the club’s economic injection currently comes from that company, with the rest from television rights, box office and other sponsors.
The strategy, he said, is to gradually increase the weight of commercial income and build a more diversified model that can sustain the club’s sporting growth.
San Roman estimated that playing an international competition could bring in between US$2 million and US$3 million, money that would strengthen the club’s infrastructure, youth divisions and institutional development. He said that money practically pays for the season.
From the jersey to new products
He said the GarciCard membership program has already sold more this year than in 2023, 2024 and 2025. Merchandising has also grown since the arrival of the international technical sponsor Umbro, with fans now asking not just for the jersey but for the tracksuit, cap, jacket and other products.
The next step is to widen the licensed products portfolio. San Roman said the club is working on alliances to sell wines, piscos, chocolates and other goods under the Garcilaso brand, projects it hopes to complete during 2027.
Selling in a different market
Garcilaso shares its city with two established clubs, Cienciano and Cusco FC. San Roman noted that Cienciano is the only international champion in Peruvian football and that Cusco FC has strengthened its sporting project in recent years, while Garcilaso is trying to stand out through its identity.
He said the club wants to stop being seen only as the team of the school’s students and former students, and instead reach other audiences, especially younger fans, to become the people’s team.
San Roman said many supporters still buy tickets in person, so match promotion combines social media with traditional tools such as loudspeaker announcements, posters and banners. He said fans in Lima are more used to buying online, while in Cusco the club still has to take to the streets to promote a match.
Regional sponsors and fan experiences
The club has around 15 sponsors from regional, national and international companies, with Caja Cusco as its main commercial sponsor and Umbro as its technical sponsor. San Roman said Garcilaso has historically favored Cusco firms but now aims to attract more national and international companies without losing local ties.
He said the commercial team is already looking for sponsors for the 2027 season, adding that talks must start by mid-year because companies close their budgets in the final quarter. He said the club wants the most valued jersey, shorts and socks in Peruvian football.
San Roman said the club also wants to sell experiences, such as stadium tours, access to training, locker room visits and meetings with players, following models used by clubs in Argentina and Mexico. He said the aim is to raise attendance even for lower-draw matches so fans live an experience rather than only watch a game.
He did not hide the club’s sporting ambition, saying that winning a Torneo Apertura or Clausura would bring it closer to qualifying for the Copa Libertadores.
