Sport doesn’t just move the masses – it also puts destinations on the map, boosts local economies, and creates valuable business networks. With this premise, the host destination of the next edition of Sports & Events Europe, the leading B2B meeting for sports tourism in Europe, was presented yesterday. With the support of Turismo Andaluz, the event will celebrate its most ambitious edition to date in Seville, from March 23 to 25, 2026. The announcement took place during the General Assembly of the members of the Sevilla Convention Bureau.
An event of global impact
Following the success of previous editions, Sports & Events Europe 2026 will bring together around 280–300 hosted buyers in Seville, coming from over 45 countries, mainly in Europe, along with a growing number of buyers from the Americas and Asia. Confirmed profiles include agencies specialized in sports tourism, MICE event organizers, federations, tour operators, hospitality companies, and owners of sports rights or various professional leagues.
There will also be 280–300 suppliers, including major hotel chains and resorts with sports facilities, tennis and football academies, top sports destinations, and clubs such as Manchester City, AS Roma, or Atlético de Madrid—as well as 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 both sport and the urban environment. In Seville, the aim is to make the most of the Guadalquivir River—the only navigable river in Spain—and other iconic city landmarks, creating valuable networking opportunities.
In addition to the direct economic impact on the city, this type of event places the destination on the international map of major professional and sporting gatherings, strengthening its image and attracting new opportunities in the medium and long term.
The figures from the previous edition, held in Málaga, support 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. These numbers confirm that face-to-face meetings remain essential for generating business.
Find out more about the event here.
