The Riyadh Air Metropolitano served as the venue for a networking event organized by MADCUP and Sports Summit Madrid, bringing together many of the most influential companies and institutions in the sports, business, and technology ecosystems. The day was conceived as a strategic connection point between organizations, reinforcing MADCUP’s position as a platform that generates high-value relationships within the sports industry.
Luis Villarejo, Director of Sports at EFE Agency, acted as the master of ceremonies. The event featured an institutional opening by Enrique Cerezo Torres, President of Club Atlético de Madrid, and included contributions from María Guadalupe Benzal, Commercial and Institutional Relations Director at MADCUP; Gorka Rubio, Sponsorship Director at MADCUP; and Pepe Ortiz, Managing Director of MADCUP and Sports Summit Madrid.
The event also served as the stage for the joint presentation of MADCUP and Sports Summit Madrid projects, showcasing a vision focused on innovation, professionalization of the sector, and the creation of spaces where networking becomes a key tool for business growth. This setting fostered the exchange of knowledge and the identification of synergies among decision-makers.
The gathering featured prominent figures from professional sports and the entertainment industry, with the presence of organizations such as LALIGA, the Royal Spanish Football Federation, the Spanish Paralympic Committee, Atlético de Madrid, Real Madrid C.F., NBA, and DAZN, as well as leading event and competition organizers like ADESP and ProLiga. Their involvement highlighted the relevance of the event as a benchmark forum in the sector.
In addition, leading brands and companies in strategic areas participated, including BMW, Group Iberia, CaixaBank, Banco Sabadell, Decathlon, Volvo, Orange, Movistar Plus, PwC, Quirón Salud, ILUNION, and Parques Reunidos, reinforcing the event’s cross-sectoral nature and the interest generated by the connection between sports, business, and brands.
The institutional and public sector also played a significant role, with the participation of organizations such as the Community of Madrid, Invest in Madrid, IFEMA Madrid, the Franco-Spanish Chamber of Commerce, and UN Tourism, consolidating the event as a platform for dialogue between the public and private sectors. This was complemented by the presence of leading universities and educational centers such as Universidad Nebrija, UCAM, UAX, and Universidad Carlos III, reflecting the growing link between education, talent, and sports.
The event concluded with a roundtable discussion featuring Sebastián Lateulade, Founder and President of Sports Summit; Ion Vilcu, Director of Affiliate Members at UN Tourism; Inmaculada Benito, Director of the Tourism, Culture, and Sports Department at CEOE; and Pepe Ortiz, Managing Director of MADCUP and Sports Summit Madrid, followed by a closing address by Alberto Tomé, Director General of Sports of the Community of Madrid.
This environment brought together companies, institutions, clubs, and leagues in one space, creating a diverse and highly qualified ecosystem. The combination turned the event into a real opportunity to strengthen existing relationships and open new avenues for collaboration in an iconic venue that added unique value to the experience.
With initiatives like this, MADCUP and its Sports Summit Madrid project continue advancing their goal of promoting a model of professional events that is more strategic, aligned with the realities of the sector, and in tune with the evolving dynamics of relationships within the sports industry.
