Alicia Garrido has golf running through her veins. Her father, two uncles, and brother are all professional golfers. Antonio Garrido won the first tournament in the history of the European circuit: the 1972 Spanish Open, became world champion in 1977 and in 1979 he was among the first Europeans to play in the Ryder Cup. Meanwhile, Ignacio, her brother, would later compete in the Ryder Cup held at Valderrama. As a result, the family would always travel around the best courses in the world supporting their father, and later his son, as they competed in tournaments. In fact, Ignacio, would caddy for his father at the British Open when he was barely 11 years old. Antonio always took a small bag so his son would be able to carry it over his shoulder. Alicia, however, who was a pleasant but rather restless girl, was more attracted to the organisational side of the tournaments. She would always stand by the scoreboards to write the numbers or sneak into the press room, where, in those days, news or teletypes were sent by fax. Her experience at a young age would forge her desire to work in the logistical side of things. At 15, she gained her first taste of this role at San Cugat, a small national circuit. From there, she began to work in Amen Corner, a company owned by Severiano Ballesteros, where she would gain experience in multiple roles under the guidance of her boss, Javier Gervás, learning everything involved in the
organisation of tournaments. After that, during her marketing studies, she met her husband, Iñigo Aramburu. Together they set up their own company, Deporte &
Business. They organised their first amateur tournament in 1997, and their first professional tournament in 2002, managing the Spanish Open on the Ladies European Tour. Since then, they have been organising tournaments for companies and private clients for more than 22 years and have become specialised in professional ladies’ tournaments. Deporte & Business are responsible for all the Ladies European Tour tournaments held in Spain, as well as the Santander Golf Tour. Alicia, with her friendly nature, her problem-solving capacity and tireless energy is the driving force behind this company, running it alongside Iñigo, with a tremendous professional and dedicated attitude.

Do you always work on ladies tournaments?

At the start, we also worked on the men’s Spanish Championship in Paternina. It was a beautiful tournament, and thanks to the Paternina sponsorship, it grew, because until then, it was a championship on the decline. Now, however, we believe so much in ladies professional golf, because it is a tremendous product which is better in terms of public
relations. Playing a ProAm with a lady golfer is the best experience you can have on the field. This is something we have to continue to sell and grow with at the same time. Our experience with the ladies is much more satisfying than with men. It involves a lot of intense work, sacrificing many hours. However, I love what I do, and consider myself to be very fortunate.

Do you also organise other tournaments?

We have, on the one hand, the professional ladies golf tournaments, and on the other, we have our amateur golf business. We do corporate golf tournaments for VIP clients.

Now, you are also responsible for the Santander Golf Tour?

The Santander Golf Tour it’s the successor to the Banesto, which was born 10 years ago thanks to Carlos García Hirschfeld. He put the Banesto Tour in place. On this tour, great players such as Carlota and Azahara came to the fore, making their debuts in its first editions. When the banks merged, it became known as the Santander Golf Tour, which happened four years ago. We’ve been dealing with it for two years. There are 11 stages this year. We believe so much in the girls, and fully support ladies golf.

What’s it like working with your husband?

It’s actually very nice. One of the good things is that we distribute the work areas well; we know what each person can do better than the other, and we combine very well. I always say that although there are only two of us, we can be very productive because we are almost telepathic in our understanding. This doesn’t just happen with my husband; it happens with the rest of the team as well. There are ten of us, but we have a global workforce of more than 100 in total. There’s a small group of us in the office, who are like the vital cog in the machinery. This is how we see ourselves. We’ve known each other
for years and we are like a big family. When it comes to the tournaments, we are together 24-7. This is something that clients appreciate. At our company, we work doing what we love, and we learn to enjoy every moment.

How many events can you organise in one year?

We managed to organise more than 100 events. It was crazy at times because when the weekend came around, we had four tournaments being held on the same Saturday. Now, we deal with less tournaments, but they are bigger. Our niche market is in professional ladies’ golf and the knowledge we have of these professionals. It is a wonderful area to specialise in, which is why we are getting the most out of the Santander Golf Tour, because in the end, lots and lots of people are starting to associate ladies golf with Deporte & Business. We are leaders in this small niche market.

Do you play much golf?

Yes, of course, we all do. The children have had classes, but we haven’t been able to get them completely hooked. Iñigo and I are at the same level. Last year, I think I came out on top, but this year it might be the other way around. I love playing against my husband, because we’re always determined to get one over on the other.

What about the Solheim finally being held on the Costa del Sol?

We are working on it. There’s still a lot of work to do. We’ve been attending the Solheim since 2007. I worked as a helper in Ireland for the Azahara team. Here, in Europe, support is less important, because here they get plenty of it. However, when you go to the USA, there’s not many European players who travel there, and that is when the players really appreciate your help. Iñigo and I work really hard. We go from one match to another, cheering on the players. We invent little songs to get the crowd going. It’s really loads of fun.

What is lacking for women’s golf to really stand out?

I think that, just as with any sport, we need a number one. I’m convinced that if Carlota or Azahara reach the top spot in the world rankings or win a major, it would really send shock waves through the world of national sport. We need one of ours to win the British Open or the Evian Masters. We would then realise just how incredible our professionals are. I mean, they truly are magnificent, but it’s not until they achieve such a triumph that the media will sit up and take notice, and it’s the media which attracts the attention of the
public. We’ve got an amazing team and plenty to look forward to.

What’s your dream right now?

To organise the Solheim Cup in Spain. We’d love this to happen. This September, at the Solheim in Gleneagles, we will find out more details.