The first day of SSM 2026 featured Pau Gasol, Jorge Garbajosa, Sandra Sánchez, Almudena Cid, Pablo Carreño, Arantxa Sánchez Vicario, Damián Quintero, Jennifer Pareja, Ana Alonso, Giba, Javier Sotomayor, Delfina Brea, and Javier Beirán, among others.
Sports Summit Madrid (SSM) held the first day of its second edition, once again establishing itself as one of the leading gathering points for the sports industry. The event brought together leaders from the sports sector, companies, institutions, and professionals in a space designed to connect the sports industry with its associated sectors. This second edition once again positions SSM as a strategic platform for generating real business opportunities, networking, and new partnerships that drive the sector’s growth and transformation.
The opening ceremony featured representatives from institutional, sports, economic, and social spheres, who officially welcomed attendees to the event and presented the main themes of this edition. The opening remarks and welcome address were delivered by the Community of Madrid, with President Isabel Díaz Ayuso speaking via video while Mayor José Luis Martínez-Almeida was present; Daniel Martínez, executive vice president of IFEMA Madrid, then took the floor. The event was hosted by Javier Callejo, sports director at Telemadrid.
Next, the floor was given to Miguel Ángel Benzal, CEO of Sports Summit Madrid (SSM); Alejandro Blanco, president of the Spanish Olympic Committee; Enrique Cerezo Torres, president of the CEOE’s Culture and Sports Commission; and Alberto Durán, president of the Spanish Paralympic Committee. The program also included mini-interviews with prominent figures in international sports such as Almudena Cid, Danys Báez, Javier Sotomayor, Giba, and Jennifer Pareja.
Next, the institutional panel featured Paco Díez, president of the RFFM and vice president of the RFEF; José Hidalgo, president of ADESP; Ion Vilcu, director of Affiliate Members at UN World Tourism Organization; Eva Castro, president of UN Women Spain; and Fernando Cáceres, president of the Ibero-American Sports Council. The sectoral panel featured María Fusté, general director of Special Olympics Spain; Beatriz Navarro, president of AMKT; Inmaculada de Benito, general director of the CEOE’s Commission on Culture, Tourism, and Sports; Matilde García Duarte, president of ANGED; Luis Martínez-Sicluna Sepúlveda, secretary general of the FEMP; Sonia Cea, Councilor for Sports at the Madrid City Council; and José Manuel Rodríguez Uribes, President of the Higher Sports Council, thus bringing together key representatives from the sports sector, public institutions, the business community, and international organizations.
The program began with an analysis of trends in major international sports competitions and organizations, featuring Fernando Corral (ASOBAL), Frank Bohmann (Handball Bundesliga), and Etienne Capon (LNH France), alongside Nacho Plans, who discussed the growth of European handball and its new opportunities for development. In this same vein, the expansion of the NFL in Spain was discussed with Rafa de los Santos (NFL Spain) and Sonia Cea (Madrid City Council), moderated by Gorka Rubio (MADCUP), as well as the NBA’s global growth strategy with Héctor Argüelles and Bastien Lacheny.
Additionally, the evolution of emerging sports and new sports business models was analyzed, such as padel through the Hexagon Cup, with Astrid Thams, Sergio Lewin, and Gary Davidson; the professionalization of MMA with Arturo Guillén, Hecher Sosa, Nayanesh Ayman, and Bartos Cañete; the development of hockey toward 2030 with Santiago Deó and Marcos Hofmann; and the rise of pickleball with Arantxa Sánchez Vicario and Gabriel Cuadros.
Major Events, Investment, and the Transformation of the Sports Industry
Next, the program focused on the impact of major sporting events and their capacity for economic and regional transformation, highlighting the arrival of Formula 1 in Madrid with Ellen Jones and Louise Young (F1), alongside Daniel Martínez (IFEMA Madrid), moderated by Pri Shumate (Slipstream), who analyzed the event’s international reach and strategic impact. At the same time, the discussion addressed the NFL’s consolidation as a global sports brand and its positioning in the Spanish market.
The session continued with an analysis of new management and transformation models in the sports industry, with a special focus on the monetization of sports facilities and venues. Nuno Moura (Legends Global), Toni Ortega (Oak View Group), and Mario Rodríguez (Aramark), moderated by Juan Useros (Sportusers), presented strategies aimed at optimizing sports venues.
In this context, participants also discussed investment and club development with Carlos Peral (David Lloyd Clubs), Massimo Benassi (RC Deportivo de La Coruña), Begoña Santiago (Global Football Holdings), and Eduardo García-Rangel (Real Valladolid CF), as well as on alternative financing and support mechanisms for the sector with Carlos Antón (MADCUP), Pedro Martín (CREA SGR), Vicente Martínez (Pepe Pádel), Laura Pueblas (SEGOFINANCE), and Carlos Pelayo (Proteckthor).
The program continued with a session focused on the transformation of sports content, technology, and fan engagement. The session addressed the creation of new sports narratives with Henrik Reuhkala (NagraVision), Jesús Ulled Nadal, Chalo Bonifacio, Jaime Ortiz de Artiñano, and Sandra Sánchez, as well as the evolution of content in the streaming era with Ignacio Fernández-Vega (Tech Brand Stories), Silvia Moreno (DAZN Spain), and Rafael Herrera Fernández (Mediapro).
There was also a discussion on the impact of piracy on the audiovisual industry, featuring representatives from LaLiga, DAZN, Movistar+, the National Police, and other industry experts.
Fan engagement and sponsorship were addressed by Sophie Morris (European Sponsorship Association), alongside journalists such as Emilio Contreras (MARCA), Juan Gutiérrez (AS), Xavi Díez (Mundo Deportivo), and Iulene Servent (SPORT), as well as professionals involved in new sports experiences such as Tony Alquézar (SailGP Spain), Nacho González (Revolut), and Rocío Trujillo Alba (Fever).
Health, Talent, and Sports Governance
In the area of health, well-being, and physical activity, the discussion addressed issues related to sports medicine, performance, and healthy habits, with the participation of Víctor Fonseca (NESA World/MF Integra), Lucía Costafreda (Atlético de Madrid), Lorena Soler (FC Magpies), Verónica Petrucci (AS Roma), and José Luis Trejo (RX2), as well as specialists such as Sara Bieger (LaChambre), Sonia Mansilla (Zurich Spain), Raúl García (Decathlon), Paco Mendoza (Publicis Spain), and Vanesa Pytel (Olympia QuironSalud).
The FNEID Forum brought together institutional representatives such as Alberto Tomé, Adolfo Ruiz, and Milagros Díaz, along with Rocío Alcobendas, José Antonio Sevilla, Eduardo Lorca, Ángel Sabroso, Luis Cervera, Diego Azcona, Francisco Javier Sánchez, and Alberto García, for various discussions on physical activity prescriptions, public policies, and incentives for sports. In addition, Alberto Puente (Deloitte) presented a study on the new fitness consumer.
The program also included sessions dedicated to athletic talent and the professional transition of athletes, featuring Ana Alonso, Jennifer Pareja, Damián Quintero, María Dolores García, Almudena Cid, Pablo Villalobos, Ana Salas, and Cristina Estévez.
In the area of governance and the public sector, regional and municipal officials such as Ángel Sabroso, Sergio Aguilera, Cristina García, Francisco Javier Sánchez, and Ángel Guerrero addressed sports policies and institutional development, while Amr Abou Zein Eddin (Fujairah Adventures Center) presented Fujairah’s model as a sports tourism destination.
During the event, SSM was visited by Mariano de Paco, Regional Minister of Culture, Tourism, and Sports for the Community of Madrid, and by Borja Sémper. The event concluded with Pau Gasol, Jorge Garbajosa, and Sandra Sánchez, who led an inspiring conversation on the importance of values education through sports.
The first day of SSM transformed the pavilion into a true hub for sports, innovation, and international relations. The day featured professional tennis player Pablo Carreño Busta, who participated in various activities on the Hexagon Cup padel court, while Arantxa Sánchez Vicario headlined an exhibition match and media session on the pickleball court. Attendees also enjoyed an activity on the 3×3 basketball court alongside Javier Beirán, as well as experiencing the excitement of the first day of the STEM RACING SPAIN National Finals. The 3×3 soccer court, sponsored by the Royal Spanish Soccer Federation, saw nonstop activity throughout the day, complemented by immersive experiences provided by Nomad and physical activity programs developed by Hyathlon. Additionally, SSM hosted an international gathering of embassies, reinforcing its role as a platform for connecting institutions, countries, and key players in the global sports industry. This first day reflected the event’s experiential, innovative, and international character.
The event will continue on June 18 with another day of the trade show, once again making SSM the epicenter of the sports and business industries. Following the successful launch of this second edition, the event will continue to offer a unique space for brands, institutions, professionals, and industry leaders to come together, fostering strategic conversations, business opportunities, and high-value connections. The program will maintain its focus on innovation, trends, and the development of partnerships that reinforce SSM’s role as a key platform for the growth of the sports ecosystem and its related industries.
