Originally published by 2Playbook
Sports Summit Madrid SSM successfully wrapped up its inaugural edition with more than 6,500 attendees. The event, organized at IFEMA by MADCUP in collaboration with Sports Summit, brought together representatives from clubs, investors, tech companies, and public institutions to discuss the major challenges and opportunities within the sports ecosystem.
Among the standout panels of the day were discussions on the future of investment in the sports industry, featuring high-profile speakers such as Jeff Luhnow Blue Crow Sports, Luis Vicente APEX Capital, Jochen Lösch JL Sports Investment, Gary Davidson 54, and Victoire Cogevina Mercury/13. All participants agreed on two key trends shaping the future: asset diversification and the professionalization of sports management.
Another major topic was the upcoming NFL game in Madrid, set to take place in November at Santiago Bernabéu Stadium. Gerrit Meier NFL International and Pri Shumate Miami Dolphins highlighted the economic impact and global visibility that such events can bring to host cities. Meanwhile, representatives from European football, including Manel del Río FC Barcelona, Leonardo Giammaroli SSC Napoli, and Donna-Maria Cullen Tottenham Hotspur, addressed sustainability and business development.
Digital transformation was also a central theme. Sebastián Lancestremère Microsoft / GSIC discussed the role of artificial intelligence in optimizing athletic performance and enhancing fan engagement. He was joined by experts like Charles Fremont UEFA, who emphasized the need for broader technological integration across sports organizations.
The summit also explored new formats and experiences to connect with audiences, with contributions from innovative projects such as the E1 Series and Hexagon Cup. In addition, the event served as a platform to showcase the upcoming Madrid Formula 1 Grand Prix, set for September 2026, with project leaders sharing key details.
With over 130 exhibitors, SSM became an essential meeting point for sports professionals. The Arena and F1 in Schools zones featured immersive experiences and exhibitions that captivated attendees—from live sporting demonstrations to racing simulators. The day concluded with presentations from the team behind the Madring Formula 1 circuit, offering a glimpse into what will become one of Spain’s most exciting sporting events in 2026.
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