SPORTS SUMMIT MADRID SSM, an initiative promoted by MADCUP, successfully concluded its second edition after two intense days of activity held on June 17 and 18 at Hall 8 of IFEMA Madrid, further establishing itself as one of the leading meeting points for the sports industry and all sectors connected to it, both nationally and internationally.
SSM 2026 welcomed a total of 19,800 attendees, featured more than 300 speakers, and brought together over 110 exhibitors — figures that reflect the remarkable growth and consolidation of an event that continues to strengthen its position within the global sports ecosystem. Designed as a platform to connect professionals, generate business opportunities, share knowledge, and explore the future direction of the sports industry, the event once again positioned Madrid at the center of the international sports conversation.
Major Brands and Industry Leaders Gather in Madrid
This second edition, which doubled the exhibition space compared to its inaugural year, featured the participation and representation of world-class organizations and institutions including NFL, NBA, Formula 1, Spanish Paralympic Committee, Special Olympics, Spain’s Higher Sports Council CSD, ASOBAL, Handball Bundesliga, Ligue Nationale Handball, LALIGA, ProLiga, European Hockey Federation, European Volleyball Federation, OVG, Elevate, Legends Global, EuroLeague Basketball, Global Football Holdings, Unipublic, Decathlon, Alberto Contador Foundation, Trinidad Alfonso Foundation, Laureus Foundation, Andersen, Garrigues, GSIC, UN Women, UN Tourism, FEMP, FNEID, ADESP, Nielsen, AWS, Telefónica, Movistar, DAZN, Mediapro, VISA, Zurich, Allianz, QuirónSalud, Sofascore, AS Roma, World Triathlon and WTA, alongside numerous clubs, institutions, and international companies that transformed Madrid, for two days, into one of the world’s major hubs for sports business dialogue.
The event’s three content stages — Auditorium, Atrium, and Agora — played a central role by hosting keynote speeches, roundtables, and strategic conversations featuring some of the world’s leading executives, athletes, decision-makers, and experts in the sports industry. Among the major figures present were Pau Gasol, Jorge Garbajosa, Arantxa Sánchez Vicario, Vicente del Bosque, Fernando Belasteguín, Delfina Brea, Mario Mola, Damián Quintero, Sandra Sánchez, Raúl Entrerríos, Jennifer Pareja, Paula Leitón, Almudena Cid, Giba, Javier Sotomayor, El Langui, Iballa Ruano, and Hecher Sosa, among many other global sports icons.
The event also welcomed strong institutional, corporate, and industry representation through the participation of leading executives and decision-makers including Valerio Gori, Gerard Tsobanian, Héctor Argüelles, Bastien Lacheny, Chus Bueno, Nuno Moura, Massimo Benassi, Sonia Cea, Rafa de los Santos, Ellen Jones, Louise Young, Daniel Martínez, Frank Bohmann, Etienne Capon, Anna Kofoed, Matt Jones, Fernando Barrio, Yovhanna Billard, David Rumbao, Oscar Graefenhein, Arturo Llopis, Luis Urbano, Jaime Ozores, Fran Contador, Juan Miguel Gómez, Maria Fusté, Marco Gessini, Felipe Pascual, Leonel Salgueiro, Olmo Hernán, Urs Lehmann, Jesús Ibáñez, and Xavi Ubeira, among many other key representatives from the international sports ecosystem.
Experiences, Activations and Live Sport at SSM Arena
The final day also delivered several standout moments, including the visit of Vicente del Bosque to the venue, Fernando Belasteguín’s appearance at the Argentina stand, and the participation of Juan Manuel Montilla “El Langui” alongside the Spanish Paralympic Committee in a boccia demonstration, reinforcing the role of sport as a powerful tool for inclusion, integration, and social transformation. Arantxa Sánchez Vicario also made a special appearance at the pickleball court in the SSM Arena, one of the most dynamic spaces of the second day.
The experiential zone once again became one of the event’s biggest attractions, hosting multiple sports activations and interactive experiences that maintained high energy throughout the day. Hyatlon’s space featured the presence of triathlete Mario Mola, while basketball player Javier Beirán returned to the 3x3 basketball court. Together with the padel court and the 3x3 football field powered by the Royal Spanish Football Federation, these activations reinforced the event’s commitment to bringing sport closer to attendees through immersive and participatory experiences. These activities were complemented by additional experiences developed alongside NO.MAD.
This area also hosted the STEM Racing Spain National Finals, a project promoted by the MADCUP Foundation and one of only four initiatives officially endorsed by Formula 1, where the four teams qualifying for the world finals at the Singapore Grand Prix were officially announced.
Strategic Growth Across Key Industry Pillars
SSM’s continued growth has been built around major strategic verticals including sports tourism, fitness, health and wellness, technology, artificial intelligence, infrastructure, urban sports, and sports federations. This multidimensional approach has enabled the event to consolidate an innovative, transversal platform fully aligned with the major challenges and opportunities currently shaping the global sports industry.
With the conclusion of this second edition, SPORTS SUMMIT MADRID continues to strengthen a project that, in a very short period of time, has become a benchmark platform connecting sport, business, technology, institutions, and society. The overwhelming industry response, the level of participation, and the quality of the content once again reinforce SSM’s position as a key event helping shape the future of the global sports industry.
