Sports Summit Madrid 2025 SSM successfully closed its first edition at IFEMA, after two intensive days filled with panels, keynote sessions, and networking opportunities. With more than 6,500 attendees, 200 brands, 150 speakers, and a program focused on innovation, the event positioned itself as one of the key global forums in the sports industry.
The closing day revolved around strategic topics such as sustainability, equality, digital transformation, financing, grassroots sports, and the role of sport in regional development. Prominent figures such as Carolina Marín, Saúl Craviotto, and Laura Gil took part, along with representatives from institutions, clubs, federations, and tech companies.
One of the highlights was the panel on grassroots football —“which should be called developmental football,” stated Paco Díez President of the Madrid Football Federation— during the session Federative Football: From the Grassroots to the Top – Vision and Strategies for the Future, joined by Óscar Callejo Deputy Secretary of the Spanish Football Federation and moderated by Nacho Labarga Head of New Projects at MARCA. Another key session focused on gender equality, featured within the HER program.
The conversation on female leadership in sports brought together influential voices such as Theresa Zabell, María Guadalupe Benzal MADCUP, and Patricia Almazán CaixaBank. A panel on sports tourism also featured representatives from UN Tourism, the Region of Murcia, and the Government of Nayarit Mexico, exploring how sport can drive sustainable development.
Sustainability was another major theme of the day. In a talk led by Filippo Veglio UEFA, discussions covered topics like governance in European football, climate action, and gender equality. These sessions were part of the Ibero-American Forum on Sport, Inclusion and Sustainability FIDIS, held at the Ágora space.
On the innovation front, the spotlight was on new ways to connect with audiences through sportainment, eSports, YouTube, TikTok, and immersive digital fan experiences. Companies such as Heineken, Visa, Nielsen, 360Player, and the NBA shared their strategies to attract new generations. The Saudi Pro League also presented its global vision as part of its Vision 2030 strategic plan.
One of the standout moments of the day was the panel Beyond the 90 Minutes, which brought together leaders from the Saudi Pro League, Italy’s Serie A represented by Enrico Casiraghi, and Sportian Alejandro Scannapieco to discuss the transformation of leagues into global entertainment platforms.
Looking Ahead
The summit also explored the emerging professional profiles required in the industry and models for sustainable financing, with insights from experts such as José Mayo CaixaBank, Rafael Lambea CREA SGR, and Jaime Gross ASOMED / FNEID. Rugby, aquatic sports, and the challenges facing Spanish federative football also had a place on the agenda, with the participation of leaders from RFER, World Rugby, World Aquatics, and the RFEF.
The event concluded with a moving roundtable featuring Carolina Marín, Saúl Craviotto, and Laura Gil. The organization is already working on the 2026 edition, with the ambition of continuing to transform a rapidly evolving industry.
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