MARK FENWICK, MEMBER OF THE STADIUMS SUMMIT MADRID COMMITTEE

The main players in the sector will shape the future of stadiums and sports centres on the upcoming 10th of October at the El Beatriz Madrid Auditorium – The event will feature representatives from key national and international sports bodies and clubs, including FIFA, the Royal Spanish Football Federation, the Portuguese Football Federation, and LaLiga.

Madrid will become the epicentre of stadium and sports centre design, operation, and business with the celebration of Stadiums Summit on Thursday, 10th October, at the El Beatriz Madrid Auditorium. This event, organised by Planner Exhibitions, will be the first of its kind held in the capital, establishing itself as the leading gathering for business directors and stadium managers, public administrations, architects, construction companies and engineering firms, financiers and investors, and suppliers of materials, services, and solutions for sports venues.

There is no doubt that stadiums have evolved beyond merely being venues for matches and large events; they have become drivers of change for the cities that host them. Their impact extends to economic, social, cultural, and urban planning aspects.

Enrique Martín-Ambrosio, Executive Director of Stadiums Summit, states that “the event has been very well received by the industry’s key stakeholders, and we believe it is coming to Madrid at an opportune moment. For instance, in the case of football, and thanks to the financing received through CVC funds, nearly all stadiums and sports infrastructures are currently undergoing renovation and preparation ahead of the 2030 World Cup, to be hosted in Spain, Portugal, and Morocco. The programme will feature a comprehensive approach, covering everything from conceptualisation and design to operation to maximise benefits, new technologies, and the spectator experience.”

The event will see participation from the leading companies involved in the stadium business, as well as national and international organisations, including FIFA, the Royal Spanish Football Federation, the Portuguese Football Federation, and LaLiga, which will contribute to shaping the future of stadiums and their transformative role in cities through an extensive programme.

Business Models, Urban Transformation, and Design and Architecture in the Stadiums of the Future

The conceptualisation of stadiums and business models determines the starting point for the construction and renovation of stadiums. This preliminary analysis is essential for examining key factors such as urban planning, the intended use of the stadium, sustainability, the spectator experience, and the utilisation of advanced technologies. The first session will focus on the importance of conceptualisation in stadiums, featuring Jaime Blanco, Director of the LaLiga Club Office, Javier Doña, Stadia and Sports Management Advisor, and Raúl Respaldiza, CEO of Zertior.

Sports stadiums have the power to transform their surroundings, whether located in the city centre or on the outskirts. The day’s agenda will continue with an analysis of how stadiums and sports centres act as true agents of urban transformation. The construction or renovation of these spaces can also revitalise communities and leave lasting legacies. During this session, new projects and success stories will be explored, with contributions from Manuel Fernández, Head of Museums & Exhibitions at Acciona, César Frías, CEO and Creative Director of Morph Estudio, Tristán López-Chicheri, CEO and Senior Partner at L35 Architects, and José Martí, Partner Architect at ERRE Arquitectura.

Another key topic at the event will be the implementation of design, sustainability, and innovation in the stadiums of the future. A roundtable will feature the leaders in the design and construction of some of the most iconic stadiums at both national and international levels: David Castro, Associate Director and Leader of the Sports Business at ARUP, César Azcárate, Director of Sports and Events Architecture at Idom, Mark Fenwick, Partner at Fenwick Iribarren Architects, and Alberto Díaz, CEO of Soluciones Solurban.

Operation and Management of Stadiums, Offering a Unique Experience to Spectators

The construction or renovation of stadiums involves significant investments, requiring intelligent strategies to ensure that clubs can maximise profitability and diversify their income throughout the year. The key to achieving this lies in efficient management and having a trustworthy operator. This topic will be discussed in a debate featuring Fernando Fariza, Director of Social and Operational Area at Club Atlético de Madrid, Iván Maroto, Business and Operations Director at CD Leganés, and Antonio de la Rosa, VP of Attractions & Events at Legends.

Sport necessitates a thorough analysis of the development and enhancement of the spectator experience, not just on match days but also during other major events. It is essential to provide a unique experience for every type of user. In this session, Jorge Betancor, Principal in Spain at Populous, alongside a representative from Medallia Spain, will break down, through data and real client cases, the best strategies for optimising these experiences.

Sport, Health, and Education in One Space: Developing Other Infrastructures

In the case of football, CVC funds have enabled clubs, municipalities, and other owners to invest in infrastructures beyond their stadiums, creating authentic cities within their facilities that combine sport, health, and education in a single space: sports cities, academies, medical centres, and player residences. In this session, led by Alberto Meneu-Díaz, Corporate General Director of Baskonia-Alavés Group, along with representatives from a couple of La Liga EA Sports clubs, some of these innovative projects will be presented, including the ambitious project that the Baskonia-Alavés group is developing around the Buesa Arena.

The Key Players in Organising the 2030 World Cup as the Grand Finale

Taking advantage of the 2030 World Cup being held in Spain, Portugal, and Morocco, Stadiums Summit will conclude with a roundtable featuring key figures directly involved in the organisation of the tournament. Among those participating will be Fernando Sanz, Executive Committee Member and International Business Development Director at the Royal Spanish Football Federation, José María Arrabal, Secretary-General for Sport at the Junta de Andalucía, and Ricardo Pérez de los Cobos, Head of Architecture at the Insular Sports Institute of the Gran Canaria Cabildo.

In addition to the contributions from the aforementioned speakers, many of whom belong to the event’s Advisory Committee, Planner Exhibitions (the organising and promoting company of the event) has sought advice from international figures such as Tiago Paes, FIFA World Cup 2026 Project Leader for Venue Management at FIFA, and Daniel Ribeiro, Director of the Portuguese Football Federation and member of the FIFA World Cup 2030 Bid Committee, to help shape the programme’s content.

The event will feature participation from Acciona, Medallia, and Solurban as Silver Partners; Erre Arquitectura, Fenwick Iribarren Architects, and Idom as Bronze Partners; and Daplast, MolcaWorld, and The Box Seat as Collaborating Partners. It will also see attendance from representatives of major clubs from LaLiga EA Sports, LaLiga Hypermotion, and Liga Endesa of the ACB, among others.