Category: Sports Marketing

VI MADXChange DATA & AI 2024: Future AI – Innovation that transforms, results that impact.

The VI MADXChange DATA & AI 2024, focused on exploring how Artificial Intelligence has become a transformative engine that is redefining the dynamics of the competitive environment and customer experience (CX). AI and Behavioral Economics: Marketing Innovation with BELA Álvaro Gaviño González, Behavioral Economics Principal Manager at BBVA, addressed how Artificial Intelligence is revolutionizing behavioral economics. During the meeting, the basic principles of this discipline were addressed, showing how cognitive biases can be used strategically to personalize experiences. Key points of the presentation: Panel 1: AI as a catalyst for quality of services The first panel highlighted the impact of AI on improving the customer experience in key sectors such as transportation, telecommunications, and banking. Panel keys: The panel underlined the importance of balancing technological innovation with ethical responsibility, ensuring that advances in AI are used transparently and for the benefit of users. Democratizing AI and committing to sustainability During the presentation by Emilio Nestal, Director of Technology and Innovation at AWS, it was addressed how the democratization of Artificial Intelligence is transforming opportunities for companies, with the cloud as a key driver of this change. Keys to the intervention: Panel 2: Operational transformation with AI The second panel of the event explored how artificial intelligence (AI) is revolutionizing business operations, from automation to process digitization. Panel keys: The Future of AI: Ethics and Innovation The VI MADXChange Data & AI 2024 culminated with an inspiring presentation by Héctor Sánchez, National Technology Officer of Google Cloud, who explored the impact and future of artificial intelligence. Keys to the intervention: Conclusion The VI MADXChange Data & AI 2024 showed how AI is transforming key sectors through personalization, efficiency, and sustainability. With an ethical and responsible approach, these technologies represent a unique opportunity to innovate and lead in an ever-evolving environment.

7 de July de 2025

MADBreak24 : Secure Innovation, Guaranteed Future

Digital transformation is no longer an option, but a necessity for SMEs looking to grow, be more competitive and adapt to an ever-evolving market. With this in mind, we held MadBreak24: Secure Innovation, Guaranteed Future, an exclusive event for companies with between 10 and 250 employees, where we presented Kit Consulting, a unique opportunity to accompany SMEs in their digital transformation. What is Kit Consulting? Kit Consulting is an aid program that seeks to support Spanish companies to modernize the business fabric and be more competitive in an increasingly digitized global environment. During the event, we explained how Madison MK accompanies companies in all stages of the process: Main reflections of the event What do you expect from a consultancy? What aspect of digital sales advice interests you the most? What do you think could be done with the information you have? or Do you do digital marketing campaigns? were some of the questions raised in the dynamics in which the attendees shared their concerns about digitalization. The participants valued the identification of improvements and their application, being able to promote the digital sales channel, personalizing the customer experience and achieving measurable results. At Madison MK, we understand that success in using data and digital strategies requires agile, personalized, and outcome-driven solutions. With our expertise, technology and a comprehensive approach, we accompany companies at every stage, ensuring that they make the most of this opportunity and make a real impact on their business. Conclusion: The future is in digitalization Thanks to initiatives such as Kit Consulting, at Madison MK we help SMEs turn challenges into opportunities. At Madison MK, we take care of the whole process, SMEs just need to want to transform their future.

17 de February de 2025

Success of the Oysho Valladolid Premier Padel P2: A sporting milestone organized by Madison

The Oysho Valladolid Premier Padel P2 has ended leaving an indelible mark on the history of padel and positioning Valladolid as one of the world capitals of this sport. Organized by Madison Experience Marketing, this event not only stood out for the very high level of sports, but also for its management and marketing strategy that made for an unforgettable experience. A flawless organization that makes a difference From Madison, we are committed to making this tournament an international benchmark. With planning that began months before, we focused on every detail to ensure that the event went smoothly and with the highest level of quality possible. From the installation of the central court at the Caja Rural de Zamora Stadium – Pisuerga Pavilion to the coordination of more than 100 people between staff, volunteers and ballkids, we made sure that everything worked like clockwork. Strategic marketing to connect with audiences Marketing was a fundamental pillar of the tournament’s success. We developed an omnichannel strategy that included social networks, digital advertising, collaborations with influencers and specialized media, as well as activations at the event itself. In addition, within the venue we created brand experiences that allowed attendees to interact with the stands and activities of our sponsors, raising not only the visibility of the brands, but also the satisfaction of the public. Record attendance and media coverage The success of our management and marketing strategy was reflected in impressive figures: more than 5,382 people filled the stadium during the semi-finals, surpassing the historical record of attendance in Valladolid for a professional padel tournament. This achievement, together with the media coverage in the press, television and social networks, consolidated Valladolid as a key meeting point for padel lovers. Champions who made history The tournament culminated with the victories of Arturo Coello and Agustín Tapia in the men’s category, and Claudia Fernández and Gemma Triay in the women’s. Both final matches were the finishing touch to a week of emotions and high-level sport, making it clear why Valladolid and Madison are synonymous with great sporting events. The Power of Sport and Strategy: An Event to Remember The Oysho Valladolid Premier Padel P2 was not only a sporting success, but also a showcase of how the combination of a professional organisation and an effective marketing strategy can transform an event into an experience that is remembered. At Madison, we remain committed to innovation and exceeding expectations, bringing the sport to new audiences and creating genuine connections between brands and fans. Thank you to everyone who made this tournament possible and to those who accompanied us in every point and every play. This is just the beginning of what we can achieve together in sport. See you in the next edition!

27 de September de 2024

The Importance of Madison in the Growth of 3×3 Basketball and Beach Volleyball in Spain

In the world of sport, athletes’ careers and success often reflect the work and support they receive off the pitch. In Spain, two sports that have burst onto the scene in recent years are 3×3 Basketball and Beach Volleyball. This growth has not been a coincidence, but the result of a collective effort in which we are proud to have been able to contribute. As these sports become more entrenched in the Olympic landscape, it is important to acknowledge the collaboration and support they have received throughout their development. Madison and 3×3 Basketball: Pioneers in Spain A dynamic and fast version of traditional basketball, 3×3 Basketball has penetrated deep into the imagination of sports fans around the world. In Spain, Madison Sports Marketing has been a driving force behind its growth. Since its inception, Madison has been fortunate to work to organize and promote 3×3 basketball tournaments across the country. One of the most significant milestones has been Madison’s collaboration with the Spanish Basketball Federation (FEB). Hand in hand, we have launched and promoted the professional 3×3 circuit, creating a platform where players can compete and improve their skills. This circuit has not only raised the profile of the sport, but has also provided Spanish athletes with the opportunity to stand out on the international stage. The success of this effort is reflected in the recent performances of the women’s 3×3 Basketball team at the Paris 2024 Olympic Games. The team, made up of Gracia Alonso de Armiño, Sandra Ygueravide, Juana Camilion and Vega Gimeno, won the silver medal, making history for Spanish sport. Madison’s Commitment to Beach Volley Beach volleyball is another sport that has seen significant growth in Spain, and we are very happy to have been able to contribute to it. For more than a decade, we at Madison Sports Marketing have worked to organize and promote events that have helped raise the profile of Beach Volley both nationally and internationally. We are proud to be part of this evolution and continue to support the development of this sport. One of the emblematic events is the Higuerón Resort Spanish Beach Volleyball Championship. Held annually at the Fuengirola hotel complex, this championship has reached its eleventh edition this August. The tournament not only attracts top domestic talent, but also serves as a platform for players who are competing in the Olympics, such as Daniela Alvarez and Tania Moreno on the women’s team, and Adrian Gavira and Pablo Herrera on the men’s team. The consistent and quality organization of tournaments such as the Higuerón Resort Spanish Championship has been crucial in providing athletes with the competitive experience necessary to shine on the Olympic stage. Inspiration and Future Madison’s role in these sports isn’t limited to visible successes on the court. We have worked to create opportunities and provide constant support, inspiring new talent. Athletes such as Lili Fernández and Paula Soria, although they did not advance on this occasion, have shown dedication and effort that serve as an example for all Olympic aspirants. At Madison, we are very proud to be able to contribute to the development of these sports. Our maxims are to support athletes and promote the growth of 3×3 Basketball and Beach Volleyball in Spain. As more athletes reach new levels of success, we’re proud to see how our efforts are reflected in their achievements. In short, we are very happy to have been part of the growth of the sports of 3×3 Basketball and Beach Volleyball in Spain. Our commitment and support have contributed to these sports continuing to gain recognition. It is a pride to see Spanish athletes shine on the Olympic stage and to know that we have been able to accompany them on their path to success.

7 de August de 2024

Valladolid Anuncia el Cupra FIP Platinum Pádel 2024

Valladolid announces the Cupra FIP Platinum Padel 2024, the best in its history

Cupra FIP Platinum Valladolid 2024 Valladolid, once again, consolidates its position as the epicenter of professional padel with the presentation of the long-awaited Cupra FIP Platinum Valladolid 2024. The event, backed by current world number one Arturo Coello, promises to be the most outstanding tournament in the history of the sport. At a press conference held at the City Hall, Mayor Jesús Julio Carnero shared the details of this spectacular tournament that will take place in the Plaza Mayor and the Acera Recoletos from June 24 to 30. Accompanied by distinguished personalities such as the Councilor for Tourism, Events and City Brand, Blanca Jiménez; the president of the International Padel Federation, Luigi Carraro; the world number one, Arturo Coello; the president of the Spanish Padel Federation, Ramón Morcillo; the president of the CyL Padel Federation, Victoria Barcina; and the tournament director on behalf of Madison, Juan Méndez; The presentation highlighted the relevance of the tournament. All attendees agreed on the magnitude of the event, considering it the best FIP Platinum in history. Valladolid is preparing to receive the best players in the world and maintain its status as a benchmark in the international arena. The support of Arturo Coello, a native of Valladolid and current world number one, adds a special touch to the tournament. Their participation confirms the commitment and quality that characterize the event, recognized as the best in the world in 2022. Strategic tournament for Valladolid With a firm commitment to padel, Valladolid has shown that these events are not only a sporting showcase, but also an economic booster. In 2023, the tournament generated more than €4 million in direct economic return, attracting more than 35,000 spectators, with 60% coming from outside Valladolid. Ticket sales were extended to all Spanish provinces and 18 countries. In this edition, the tournament will expand to the Acera Recoletos, offering free access to the courts that will host the preliminary phases and some matches of the first rounds. This initiative seeks to bring the best padel in the world even closer to the people of Valladolid, strengthening the link between the city and this exciting sport. The inclusion of the tournament in Valladolid’s strategic planning for 2025 and beyond reinforces the ambition to become a venue for Premier Padel events. The city, backed by Madison, aspires to host a top-tier tournament with the best global players in competition. Madison’s commitment to padel Madison, responsible for the impressive assembly that adorns the Plaza Mayor for 16 years, will maintain its commitment, offering nearly 4,000 grandstand seats for fans of the best padel in the world to enjoy this unique event. In addition to the sporting attraction, the monumental, tourist and gastronomic richness of Valladolid will continue to be a determining factor in attracting thousands of attendees from different parts of Spain and the world. Get ready to experience the excitement of padel at its best. Valladolid is preparing to host a tournament that will mark a milestone in the history of sport. Don’t miss the Cupra FIP Platinum Valladolid 2024 from June 24 to 30!

30 de January de 2024

Participantes de la primera edición del Sierra Nevada International Snow Volley

Resounding success of the First Edition of the Sierra Nevada International Snow Volley

Sierra Nevada and Snow Volley, the perfect tandem Sierra Nevada and Snow Volley have achieved the perfect marriage of high-level sport and a reference location within snow sports, offering an exceptional experience in its facilities full of leisure options. During the weekend, players from all over the world met in this pioneering event in our country that seeks to combine the spectacle of a sports competition that has its sights set on turning this sport into an Olympic discipline, with extra entertainment for all attendees. A weekend of emotions Saturday unfolded as a day full of competition, taking the teams to the final phase and giving attendees an unforgettable après-ski evening in Pradollano. Sunday’s action did not give rest with the exciting semifinals of the tournament. In the first, Beachbol La Malva secured its place in the grand final by beating Vóley Playa Madrid. The other place for the final was conquered by Pinocchio Poniente Benidorm, beating Volei Praia Vigo in an exciting confrontation. Preceding the long-awaited final, the battle for third and fourth place was disputed, where the Madrilenians defeated the Galicians, thus securing their well-deserved place on the podium. The final did not disappoint, offering a show at the height of the tournament. Beachbol La Malva emerged victorious over Pinocchio Poniente Benidorm in an exciting third set, becoming the first winner of the Sierra Nevada International Snow Volley Open, a competition destined to become a benchmark for snow volleyball. Emotions and thanks at the awards ceremony The day culminated with the awards ceremony. Blanca Seguí, from Beachbol La Malva, won the coveted title of Ambilamp MVP of the tournament, presented by David Horcajada, director of marketing and communication. Beach Volleyball Madrid, as third classified, was recognized by Javier Rodriguez, general manager of Higuerón Resort, and David Horcajada. Pinocchio Poniente Benidorm, as runner-up, received its award from María José Rienda, director of activities, sustainability and institutional relations of Cetursa Sierra Nevada, and Javier Rodríguez. Finally, the champion team, Beachbol La Malva, was honoured with the distinction by Isabel Sánchez Fernández, general director of events and sports facilities of the Ministry of Tourism, Culture and Sport of the Junta de Andalucía, and Felipe Pascual, vice-president of the Royal Spanish Volleyball Federation. For Madison it has been a pleasure to participate as organizers, together with the Royal Spanish Volleyball Federation, in this project, a pioneer in Spain and which has the iconic Sierra Nevada resort as an emblematic location. This exciting weekend full of Snow volleyball has also been possible thanks to the support of the Ministry of Tourism, Culture and Sports of the Junta de Andalucía, Higuerón Resort, Ambilamp, Joma and the venue itself, Sierra Nevada, among other collaborating brands.

15 de January de 2024

Pucela Run 2023: indelible experience

Resounding Success in the Pucela Run 2023: Record number of participants and the best festive atmosphere The fourth edition of the Pucela Run by Ambilamp 2023 has come to an end with a record number of participants, exceeding 2,300, and a festive atmosphere that has left an indelible mark on the community. Once again this sporting event has demonstrated not only its ability to convene, but has become such an event loved by Valladolid runners that even under the cloudy sky this Sunday, the streets of Pucela witnessed the celebration of the popular race par excellence in the city, organized by Madison in collaboration with Real Valladolid. Despite the cold, the response of the participants has been exceptional, reaching a record number of registrations and bringing together more than 2,300 people to live a unique experience. The starting point was in the surroundings of the José Zorrilla stadium, the epicenter of everything, at 10:15 a.m. A kick-off in style The ribbon cutting was in charge of Mayte Martínez, councilor for sports of the City of Valladolid; David Espinar, director of the presidency cabinet of Real Valladolid; Francisco Javier Martín, territorial director of Banco Santander in Castilla y León; Roberto García, regional director of Iman; María García, director of Palacio de Villachica; Enrique Espinel, CCO of Civitatis; and Juan Méndez, director of communication at Madison. Together they kicked off a race that allowed all participants to take a lap of honor full of emotion through the José Zorrilla stadium before culminating the route. Congratulations champions The first to cross the finish line were the five and ten kilometer modalities, with Hugo Ramos and Lara de Castro standing out in the 10K, and Guillermo Martín and Carolina Bello doing the same in the 5K. One of the novelties of this edition was the Family March, a category open to all ages that attracted participants of all ages, joining the Pucela Run family. At the end of the race, all participants received a commemorative medal and enjoyed refreshments. The fan zone added a musical and lively touch to the event, extending beyond the finish line with a great atmosphere where the brass band and numerous activities for all audiences kept the energy going. Awards ceremony The sports awards ceremony was in charge of Ignacio Oruezábal, director of business development of Real Valladolid; Francisco Javier Martín, territorial director of Banco Santander, and Juan Méndez, director of communication of Madison. The runners-up received their gifts from María García, director of Palacio de Villachica, and Enrique Espinel, CCO of Civitatis, while the third in each category were distinguished by Pilar Criado, deputy director of Vallsur, and Roberto García, regional director of Iman. Relive the highlights of the Pucela Run 2023 and check all the standings on www.pucelarun.es. Mhttps://madisonmk.com/ adison, committed to health and sport, thanks all the participants for making this event an unforgettable experience. See you in the next edition!

18 de December de 2023

#YoDigoCero

In the face of sexist violence #YoDigoCero On the occasion of the celebration of the International Day for the Elimination of Violence against Women on November 25, the Basketball Federation of Castilla y León, in collaboration with the Ministry of Family and Equal Opportunities of CyL, presents the campaign #YoDigoCero. An inspiring project that seeks to raise awareness about the scourge of gender violence and send a powerful message that equality is an inalienable goal. Taking advantage of sport and its impact as a loudspeaker, the campaign will cover various actions that will be visible in the field of basketball in Castilla y León. Among them we find the design of the new official kits, with a message against gender violence and for equality, which will be worn in matches throughout the season and a video contest on social media that increases the echo of the campaign. At Madison , the social component is part of our DNA and we participate in this project, promoting its visibility.

15 de November de 2023

Projects with a Heart: Andalucía Sport[i

Sport as that place open to all, diverse, free of limitations, conditioning and stigmas. As a place of well-being and self-improvement. This is the starting point of Spor[i. A project of the Ministry of Tourism, Culture and Sport of the Junta de Andalucía of the Junta de Andalucía, financed by funds from the European Union, which revolves around and to give visibility to women’s sport and the inclusion of people with disabilities. The Tour de Spor[i runs through Andalusia with an organization that complies with the premise of being accessible to anyone who wants to participate in the different sports options. 8 provinces and 11 sports disciplines to demonstrate that the values of sport go beyond skills, focusing on challenging limits, promoting health and feeling part of a team in which we are all equal as well as diverse. Madison together with the Absolute Group are part of this exciting project by contributing our experience in production and coordination of sports and event activities. The thrill of sports competitions without barriers!

24 de October de 2023

Countdown to the Pucela Run 2022

The third edition of the race organized by Madison and Real Valladolid consolidates its success and expects the participation of about 2,000 runners. On Sunday, October 16 at ten in the morning, the Pucela Run 2022 will kick off. The third edition of the popular race, organized by Madison and Real Valladolid, will once again be held through the streets of the city, with a route that will pass through the most emblematic places, starting from the Acera de Recoletos and ending at the José Zorrilla, with the finish line in the vicinity of the stadium. As a novelty of this edition, the Walking modality is released, for all those who want to enjoy the experience at their own pace and with the route of their own choosing. In this case, the only requirement will be to arrive at the stadium from 11:30 and leave before 12:30. For their part, the 5K and 10K versions will start from the Acera de Recoletos at ten in the morning, while the Kids format will run entirely inside the José Zorrilla from 12:45 with access through door 16. In addition, the transport service from the finish line to the start enabled last year is maintained, with a journey from the stadium to Plaza de Colón at 8:45 and 12:00, to guarantee the comfort of participants who have requested it. As a culmination of the event, a fan zone will be set up next to the finish line, from 10 a.m. to 4 p.m. and a great atmosphere to liven up the Sunday day. Music, hospitality area and many more surprises that will put the finishing touch to the race of the white and violet feeling, with great prizes for the absolute winners of 5K and 10K, both in the male and female categories. After the first two editions, of great success despite the pandemic, in 2022 an influx of about 2,000 people is expected adding all the disciplines, which is a milestone and consolidates the event as the reference race in the city of Pucela. Participants will be able to pick up their bib until five in the afternoon on Saturday, October 15 at the Vallsur Shopping Center, which collaborates one more year with the Pucela Run. In addition, all those registered will receive a welcome pack consisting of the official Adidas shirt, a discount voucher for Real Valladolid season ticket holders, donuts, Gaza shake and Powerade.

14 de October de 2022

Salamanca, national capital of amateur padel

The 2023 NACEX – LAPI League Final Master will be held in the city in March 2023 and will welcome more than 120 teams and nearly 1,600 players who, accompanied by their families, will make this the largest amateur padel event hosted by a Spanish city. The Councillor for Tourism of the Salamanca City Council, Fernando Castaño and the director of the NACEX- LAPI League, Borja Alcalde, have carried out the presentation of the 2023 Final Master’s Degree of the NACEX – LAPI League in the reception hall of the Salamanca City Council. The Final Master of the 22/23 season will be held in Salamanca in March next year. In this way, the city will become the national capital of amateur padel and will host the finalist teams of the NACEX – LAPI League. The competition starts in its regular phase from this October, with the largest number of participants in its history. The tournament is at the forefront of major team leagues nationwide. The season will take place in almost twenty Spanish provinces, with more than 6,000 players. After the end of the regular phase, several teams will come to Salamanca to enjoy the National Master Final. It will take place three matches per match, with golden point and knockout rounds. A total of 120 teams and more than 1,600 players from Andalusia, Castilla y León, Cantabria, Asturias and Madrid will meet in several of the host clubs in the Charro capital. The Salamanca Master will become the end of the party, the event that will close a year in which the Nacex – LAPI League has drawn a steep upward curve and has put an end to its national growth. Salamanca will become the epicenter of amateur padel during a weekend in March, -still to be definitively confirmed-, and reaffirms its position as a sports reference. The capital of Salamanca takes another step forward in its commitment to major sporting events that become an economic and tourist engine for the territory. Hundreds of players will be able to enjoy first-hand one of the cities with the most ornamental wealth in Spain. In this edition, the courier company NACEX has once again given the official naming to the league and has had the collaboration and sponsorship of several renowned firms such as Dectahlon, Joma, Flor de Esgueva or Adidas which, in this edition, has put the official ball of the tournament. The collaboration agreement between Turismo de Salamanca and the amateur league has highlighted sports tourism and the visibility of the Salamanca brand in the different cities where the competition has been played. In addition, it reinforces the promotion of Salamanca as a City of Sport and presents a great tourist, gastronomic and cultural attraction for all those who come those days to enjoy the capital of Salamanca as the national center of paddle tennis. On the other hand, the league has headers from the Vocento Group as its official media, with which information has been provided in a timely manner about different matches. ‘Padel and Padel by MADISON’, with more than 20,000 users on its application, supports this amateur league that has not stopped growing since its birth. This initiative facilitates the comprehensive management of all services related to the practice of this sport and allows padel lovers to book courts, participate in matches, register for tournaments or purchase sports equipment provided by the league’s sponsors. Don’t have the Padel and Padel by Madison app yet? If you are a padel lover, you need it! Book a court at the club you want, select a schedule, levels, sign up individually or in teams, notify your WhatsApp groups, etc. In addition, if you participate in the NACEX – LAPI League, you will be able to keep up to date with all the news.

3 de October de 2022