Marca Ejército, the Spanish Army's branding initiative, and the company BeAmbassador receive the 'Scaleups B2B Day 2025' award

Scaleups B2B Award

Marca Ejército and the digital company BeAmbassador received the 'Scaleups B2B Day 2025' award on February 19th in the Human Resources category. This award, granted by the Fundación Empresa y Sociedad (Business and Society Foundation), recognizes the success of their collaboration in implementing a digital platform to promote the Army's image and values through its ambassadors.

The award was accepted by the Chief of the Marca Ejército Office, Colonel Rufino Calleja Pinilla, and the co-founder and CEO of BeAmbassador, José Olarreaga, at a ceremony held at the headquarters of Microsoft Ibérica in Pozuelo de Alarcón (Madrid).

Marca Ejército and BeAmbassador have been working together for five years on a digital platform developed by this technology company, where Marca Ejército ambassadors share content through their social media profiles. This initiative has exponentially increased the visibility, recognition, and reach of the Spanish Army's activities and values.

The success of this project is unique, as Marca Ejército ambassadors, most of whom have prominent profiles in the cultural, sports, or social spheres, maintain a close connection with the Army. Although they are not military personnel, they share its values through their X, Instagram, Facebook, and LinkedIn accounts, using the BeAmbassador platform.

The award ceremony took place during the "Scaleups B2B Day 2025," an event focused on success stories between clients and suppliers who address the clients' needs and challenges through the implementation of a disruptive digital solution designed by young technology companies (scaleups).