The event welcomed over 6,500 attendees and put a clear focus on the future of sports.
Sports Summit Madrid 2025 wrapped up its first edition today after two intense days of activity at IFEMA Madrid, establishing itself as one of the major global forums in the sports industry. With more than 6,500 attendees, 200 brands, 150 speakers, and a packed agenda filled with knowledge and innovation, the event laid the groundwork for rethinking the present and building the future of the sports ecosystem.
The closing day was marked by strategic conversations around sustainability, equality, public policy, digital transformation, and financing, with key figures from the world of sports — such as Carolina Marín, Saúl Craviotto, and Laura Gil — as well as public institutions, clubs, federations, and tech companies.
Sustainability, Equality, and Development
One of the main themes of the day was gender equality in sports. As part of the HER program led by SSM, female leadership was discussed with inspiring figures like Theresa Zabell (former Olympic champion), María Guadalupe Benzal (Director of International and Commercial Expansion at MADCUP), and Patricia Almazán (CaixaBank).
Another panel focused on sports tourism, featuring representatives from UN Tourism, the Government of Nayarit (Mexico), and the Region of Murcia, who discussed how sport can drive sustainable territorial development and generate positive social impact.
Sustainability was a central focus of the second day, with talks such as the one led by Filippo Veglio (UEFA), addressing sustainability in European football — including governance, climate action, diversity, and gender equality. These discussions took place under the umbrella of the Ibero-American Forum on Sport, Inclusion and Sustainability (FIDIS), held at the Ágora stage.
Technology and Innovation
Innovation applied to sports and fan experience took center stage, with panels on sportainment, digital engagement, gaming, YouTube & sports, and the rising role of eSports in both entertainment and performance.
Global brands like Heineken, YouTube, Visa, Nielsen, 360Player, and the NBA shared their strategies for connecting with new audiences and reshaping their role within the sports ecosystem. On the main stage, the international vision of the Saudi Pro League was presented as part of the Vision 2030 strategy, with a keynote by Abdulaziz Albaqous, Director of International Relations at the Saudi Olympic and Paralympic Committee.
Investment and the Future of Sport
One of the key moments of the second day was the panel “Beyond the 90 Minutes”, featuring leaders from the Saudi Pro League, Italy’s Serie A (Enrico Casiraghi), and Sportian (Alejandro Scannapieco), who discussed how leagues are transforming into global entertainment platforms.
Discussions also centered on the new professional profiles demanded by the sports industry and how to move toward sustainable financing, with insights from experts such as José Mayo (CaixaBank), Rafael Lambea (CREA SGR), and Jaime Gross (ASOMED / FNEID).
There were also panels dedicated to specific sports, such as rugby — with the presence of Alan Gilpin (World Rugby) and Juan Carlos “Hansen” Martín (RFER) — and aquatic sports, led by Brent Nowicki (World Aquatics), who explored trends and opportunities in the discipline. A special session also addressed the challenges of federative football in Spain, with speakers from RFEF and regional leagues.
Legendary Voices
The day concluded with a roundtable featuring iconic sports figures Carolina Marín (badminton), Saúl Craviotto (canoeing), and Laura Gil (basketball), who shared personal stories and their perspectives on the role of athletes in society.
A Launchpad for the Future
With a cross-cutting, multi-sector, and international approach, Sports Summit Madrid successfully closes its first edition having fulfilled its goal of becoming a platform for connection, reflection, and action for all players in the global sports ecosystem.
The organization is already working on a new edition for 2026, with the ambition to continue driving the transformation of an ever-evolving industry.
