Madrid leverages major sporting events as investment strategy

Madrid is solidifying its status as a premier global sports destination, evidenced by its successful bid to host major international events including the NFL, the NBA, and the 2029 European Men's Basketball Championship. These high-profile events are viewed not only as sporting spectacles but also as strategic investments designed to boost the city's economy and international standing.

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The objective is to position Madrid as the world capital of sport. When we started with the positioning strategy, we only wanted the best to come to Madrid, and we want the events to be present in people's lives with their legacy beyond the competition itself.

Sonia Cea, the delegate councilor for Sports for the Madrid City Council, emphasized the objective of positioning Madrid as the "world capital of sport." She highlighted the strategy of attracting top-tier events and ensuring they contribute to the community through their legacy, extending beyond the immediate competition. Madrid already hosts established annual events such as the Mutua Madrid Open tennis tournament and the Zurich Rock 'n' Roll Series Running Series (MAPOMA).

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We feel very good in Madrid. The first experience was unique, and we are going with great enthusiasm for the second. We are in the final stretch, working very intensely. It is an event that lasts all week and is present in many parts of the city. Now I have a team of one hundred people from the NFL who are looking at and analyzing things to make the experience better.

The city is also set to host or has hosted other significant events like the Formula One Grand Prix, the 2030 FIFA World Cup, the 2028 European Handball Championship, and the 2027 Champions League final. Rafael de los Santos, NFL director in Spain, noted the positive experience of the NFL's presence, aiming to make it a regular part of Spain's sports conversation. Similarly, Gerard Tsobanian, CEO of the Mutua Madrid Open, reflected on the event's growth alongside Madrid's development, stressing the importance of global broadcasting and Madrid's image as a young, dynamic, and apolitical sports city.

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I started this event twenty-four years ago, I have seen it grow and I have seen Madrid grow in this time. I have met five mayors, and you have to adapt to each one, but they have all wanted to position Madrid as the capital of Spain, Europe, and the world.

The Maratón de Madrid also contributes significantly, drawing 47,000 participants in its latest edition. These events collectively underscore Madrid's ambition to be a leading international sports center, attracting investment and enhancing its global appeal.

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The growth now involves having a worldwide broadcast of events. Tennis is broadcast in more than eighty countries, and it is a global sport. For us, continuity is now the key, and Madrid wants to be identified as a sporting, young, dynamic, and apolitical city, and that is something positive.