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SPAIN – SEVILLE WILL HOST THE 2026 EDITION OF SPORTS & EVENTS EUROPE
Sports do more than draw large audiences—they help position destinations on the global stage, stimulate local economies, and create high-value business networks. With this in mind, the host destination for the next edition of Sports & Events Europe—Europe’s premier B2B sports tourism event—was officially announced.With the support of Turismo Andaluz, the event will take place in Seville from March 23 to 25, 2026, and will be the most ambitious edition to date. The announcement was made during the assembly of members of the Seville Convention Bureau.
A Global-Impact Gathering
Following the success of previous editions, Sports & Events Europe 2026 will bring together around 280–300 hosted buyers from over 45 countries, primarily in Europe, along with a growing number of buyers from America and Asia. Confirmed profiles include agencies specialized in sports tourism, MICE event organizers, federations, tour operators, hospitality companies, and owners of sports rights and professional leagues.
Presentation of Sports & Events 2026 at the Seville Convention Bureau Assembly
The event will also feature 280–300 suppliers, including major hotel chains and resorts with sports facilities, tennis and football academies, top sports destinations, clubs such as Manchester City, AS Roma, and Atlético de Madrid, and even national sports associations like the British Football Association.
Three Days of Sport, Business, and City
The event will combine two mornings of pre-scheduled 1-to-1 meetings with a full social program including lunches, dinners, and experiential activities related to sports and the urban environment. In Seville, the goal is to make the most of the Guadalquivir River (Spain’s only navigable river) and other iconic locations in the city, creating valuable networking opportunities.
“Turismo Andaluz proposed continuing to host this event in the region, and we are thrilled to keep working in Andalusia, where the ecosystem of companies connected to sports tourism is extensive and of very high quality. We want the city to be strongly represented at the event,” said Pepe Agüarod, co-founder of Grupo eventoplus and Director of Sports & Events Europe.
In addition to the direct economic impact on the city, events like this put destinations on the international map of major professional and sports meetings, strengthening their image and attracting new mid- and long-term opportunities.
Data from the last edition held in Málaga supports the success of the Sports & Events Europe model. In just the two main days of activity, the official app recorded over 4,500 one-on-one meetings, 5,059 leads generated, 7,749 messages exchanged, and nearly 17,000 interactions—figures that confirm face-to-face meetings remain key to business generation.