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EUROPE – Sports & Events Europe 2025 Closes Its 4th Edition with Over 5,000 Business Opportunities Generated
The 4th edition of Sports & Events Europe concluded with remarkable success, having generated more than 5,000 business leads. Held at the José María Martín Carpena Sports Arena in Málaga, the event sold out quickly and brought together 470 participants from 41 countries. These included 203 buyers (sports tourism operators, event organizers, incentive specialists, and hospitality companies) and 198 suppliers offering sports destinations, venues, technology, and ticketing services.
What truly defined this edition, beyond the impressive figures, was the powerful agenda of pre-scheduled 1-to-1 meetings each participant engaged in—complemented by cultural experiences and sporting activities that showcased Málaga as a top-tier host city. These elements cemented Sports & Events Europe as the leading B2B event for sports tourism in Europe.
A Seaside Kick-Off
The event began on March 25, just as the sun returned to Málaga after weeks of rain. The welcome dinner, held at Trocadero Casa de Botes—a seafront restaurant with Mediterranean views—offered the first opportunity for networking between buyers and suppliers in a relaxed and scenic setting.
A Stadium Turned Networking Hub
On March 26, the Martín Carpena Arena, with its 11,300-seat capacity and history of hosting events like the Davis Cup Final and Copa del Rey Basketball, was transformed to host the 1-to-1 meetings. Following official welcomes from Málaga’s tourism and sports representatives, medals were awarded to the event’s “MVPs”—longstanding participants who have attended all previous editions. In keeping with the sports theme, their photos were displayed on the arena’s giant scoreboard, NBA-style.
Meetings, Networking, and More
Fueled by high energy, participants engaged in pre-scheduled meetings to expand their networks and explore new business collaborations. During coffee breaks, they enjoyed a lively cheerleading performance by the Victory Cheerleading team from Gym Victory.
The day’s program continued with immersive local experiences. Attendees explored Málaga’s potential as both a sports and cultural destination: paddle tennis at Inacua Center, hiking through El Limonar Natural Park, a golf clinic at Black Iron Academy at the Parador of Málaga, a theatrical city tour of its historic heritage, and even goalball—a Paralympic sport for the visually impaired—in partnership with ONCE.
The evening concluded with a dinner at the Automobile and Fashion Museum, a 6,000-square-meter venue housing one of the best classic car collections in Southern Europe. The night ended on a high note, with live music and dancing to rock and pop classics.
Málaga as a Sports Destination
Málaga’s selection as host city was made possible thanks to collaboration with the local council, showcasing the city’s growing reputation as a hub for sports events and tourism. Already host to high-profile events like the Basketball Supercup and the Generali Málaga Marathon, the city combines top-notch infrastructure, 140 direct international flight connections from Málaga-Costa del Sol Airport, a mild climate, and a rich cultural offering—positioning itself as a strategic destination for global sporting events.
Event Highlights in Numbers
According to data from the official Meetmaps app, over the two-day event:
- 4,500 individual meetings were held
- 5,059 leads were generated
- 7,749 messages were exchanged
- 16,867 interactions were recorded on the platform
These figures reaffirm the irreplaceable value of face-to-face meetings in creating new business opportunities. The app will remain active in the coming weeks to support follow-ups and continued networking.
Next Stop: Seville!
At the close of the second day on March 27, it was announced that the next edition of Sports & Events Europe will take place in Seville. Thanks to the support of Turismo Andaluz, the Andalusian capital will build on the momentum to further elevate the event’s impact. Seville is no stranger to major sporting events, having hosted the Zurich Seville Marathon, A1 Padel Masters Tournament, Seville-Betis Regatta, and Copa Sevilla Tennis Tournament. In 2026, it will also host the Rowing World Cup—leveraging its distinction as Spain’s only navigable river city.
A Thank You to All Partners
This successful edition was made possible thanks to the support of the City of Málaga, Florida’s Sports Coast, and VIP Events Team USA.
For more information, visit www.sportsandevents.world