When Isabel Díaz Ayuso stepped onto the roof of the Bernabéu on Sunday, her presence at the NFL gala was doubly justified: as president of the region and as president of the foundation that sponsored the meeting with 1.5 million euros. The regional executive has not spent this much money on a sporting event since the start of the legislature in June 2023. At this time, more than seven million funds are invested in sponsorship of this kind, according to the employment portal. Madrid has financed truck competitions, track and field races, paddle tennis tournaments, bodybuilding competitions, the La Vuelta a España stage, tests for emerging disciplines such as Hyrox or Pickleball, and the Laureus Awards ceremony. Ayuso didn’t want to see himself in all these opportunities. But while the effort supports this investment, helping to put the region on the map, generating $556 million in individual sports tourism in 2023, while minority specialties remain, this investment of public money also has a secondary effect: boosting the president’s image.
“Ayuso sells a false image of Madrid’s modernity while the city is collapsing, the metro is not working and life is harder and harder every day,” sostienen in More Madrid. “Of course we are happy that Madrid’s image has improved, the problem is that it is great Events “Di Ayuso doesn’t think they live here,” he continued. “Nie still makes Madrid for the tourist: tourists who visit the city do not want a stony carnival scene, a theme park without life and without years,” Annaden said. There is an attempt to use artificial fires to cover everything centered around PP.
This was posted on PSOE: “Ayuso does not care about the problems of the Madrilenians, he seems more like a representative of the Miami events.”
The Community of Madrid closed 2024 with a total of 8.8 million international tourists (12.45% more than the previous year) resulting in a total expenditure in the region of 16.117 million, which I assume is a 20.9% increase compared to 2023, according to data published by the National Institute of Statistics this month. The regional government says many of them arrive in the capital, attracted by images of sporting and cultural events brought to them thanks to television or the Internet.
Thus, a study conducted by Deloitte for the Community of Madrid shows that sports tourism will generate 556 million euros in 2023, of which 55% will come from outside Spain.
In this way, with this commitment, we “strengthen sectors such as hospitality, restaurants and local trade”, ensuring a balance of consulting. “A large part of this impact comes from international tourism, which is characterized by high average spending and accommodation associated with major events and sporting experiences,” he added.
“The community is also positioned as a capital of sporting events, with more than 400 traditional sporting events and 40 e-sports tournaments celebrated throughout the year. This intense activity has expanded the scope of the entertainment offer, strengthening Madrid’s outdoor offer and boosting the economy linked to entertainment, technology and cultural tourism,” the report concludes.
Perhaps in fact, the Madrid City Council is also focusing investments in cities like the NFL, which has included, supposedly, the presence of the city’s mayor, José Luis Martínez Almeida.
There is nothing bad in the contracts signed by Madrid to sponsor sporting events. Includes NFL (1.5 million) promotional videos from the area, presence of a community representative at the presentation and payment for the trip 10 Influencers From trips to learn about Madrid culture and gastronomy. The Premier Pádel Community of Madrid requires P1 (€799,999.99) from community representatives to participate in awarding prizes. “An interview will be held before the event with a representative of the Community of Madrid appointed during the nominations event, to provide an opportunity for controlled and quality content, where these topics can be talked about,” explains the Gala de los Premios Laureus, known as Óscars del deporte (357,000 euros).
In addition to these three sponsorships, highlight the Spanish Climbing Championship (€302,500.00); the Madrid Marathon (more than €260,000), for which the President elected an honorary marathon runner in 2021; European Truck Championship (€242,000); Motocross World Championship (€210,000.34); FIBA U19 Women’s Basketball World Cup (€181,500); The next women’s final of the UEFA Nations League (121,000.00) will see Spain face Germany on December 2.
Among the less risky investments are those that have given the president significant revenues. Even more important is the sponsorship of the final stage of La Vuelta a España. At a cost of only 45,000 euros. Ayuso will take the picture and walk out. The stage was subsequently canceled due to pro-Palestinian protests against the presence of an Israeli-sponsored team. The resulting controversy was fueled over the days by the interventions of the Baroness, who is unequivocally pro-Israeli.
Waiting for Formula 1 to make its debut in 2026 in the metropolitan area, this is the best example that Madrid now sums up how easily the passions of sport can be mixed with those of politics.
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