What is the Madrid Weekender?

Madrid Weekender is a programme created by Events GB, a great opportunity for undergraduate, graduate students and practitioners to broaden their knowledge in Sports Event Management as well as to increase their international networking and push their career to the next level while exploring and enjoying one of the most vibrant cities in Europe by living memorable sporting experiences.

Keynote Speak


Ainhoa Cea

Head of BMW Events & Sponsorships Spain

Introducing Ainhoa Cea! With over 20 years of experience in event organization, Ainhoa has truly made a name for herself in the industry. Not only has she worked as a PR and Press Manager for L’Oreal, but she now serves as the Events and Sponsorships Manager at BMW Spain. Her impressive career and wealth of knowledge make her the perfect addition to the EASM Summer School Lineup, and we’re thrilled to have her join us again. Get ready to learn from one of the best in the business of Event and Sponsorship Management!

Víctor Jiménez Díaz- Benito


He is Professor of Sports Management in the Department of Sports Sciences at European University, and a lecturer in Organizational Behavior. His research lines include sustainable employability and its socioeconomic impact. He has a strong experience in corporate health plans for multinational companies, health organizations, and public administrations, focusing on populations with chronic pain, cognitive dissonance, and occupational diseases. He is CEO and founder of Good Shape For People and Business®, a company specialized in physical activity and workplace change strategies. Since 2022, he has been an Advisor for Relations of the Spanish Physical Education Council with the European Observatory on Sports and Employment, where he participates in the analysis of economic policies and the labor market in the sports context. He is the author of more than 50 scientific contributions published in specialized journals and presented at international conferences, and he is part of the Sport Management European Research Group, working on consulting projects for the Real Madrid Foundation, Acciona Open de Golf, Mutua Madrid Open, and Longines FEI World Cup.

Jairo León Quismondo

European University

PhD accredited with International Mention in Physical Activity and Sport. Master’s Degree in Sports Law. Master’s degree in management of Physical Activity and Sport Organisations and Facilities.
Lecturer and researcher at the European University. Collaborates with the Consejo Superior de Deportes. Member of the European Association of Sport Management (EASM). He has been director of the master’s degree in Management of Sports Entities MBA of the Escuela Universitaria Real Madrid-Universidad Europea. In 2019 he was awarded the Young Researcher Award by the Spanish Society of Sport Economics(SEED).
We are excited to have him on board and listening to his lecture about sports marketing!

Your Experience & Adventure

During your time in Madrid, from 2nd to 5th May 2024, you will be taking part in a variety of educational and leisure activities.

You will participate in lectures from professionals and academics that master the field of Sport Event Management. Besides, you will spend and enjoy this city by doing different activities, such as:

  • 4 Nights’ accommodation in double room with breakfast included
  • Local Sport Industry Lectures
  • Guided visit at the Microsoft Global Sports Innovation Center
  • A visit to the legendary Santiago Bernabéu Stadium
  • Visit to Territorio Atleti – Cívitas Metropolitano Stadium
  • Tickets for La Liga football match: Real Madrid vs. Cádiz
  • Tickets Madrid Open Tennis
  • Madrid de los Austrias Guided Tour
  • Welcome Cocktail
  • Typical Spanish Appetizer
  • Farewell Dinner
  • Attendance Certificate

All this topped off activities of your choice! As you will have plenty of free time to organize your own adventures in Madrid and take a deep dive into real Spanish culture.

Why Madrid city?



Madrid, the capital of Spain, is one of the liveliest cities in Europe, it is also home of the two biggest football clubs in the world and one of the best basketball teams in Europe. The city lives and breathes sports, it is truly a passion you can feel!

Madrid is synonymous of fun and joy, and you will discover it while visiting the most typical places. The city offers a huge array of things to see and do.

There is a modern and historical blend of influences which brings the best out of its people. Madrid, the heart of Spain, is an experience which you must live to understand how different and special it is.

Madrid Weekender allows you to get the most of Madrid and will be home to some of your best cherished memories.

Are you going to lose this experience?





Jairo León Quismondo

Managing Quality: Expectations and Perceptions in Sports Services

Universidad Europea de Madrid

Ainhoa Cea

Ainhoa Cea

Beyond sports sponsorship: collaboration between brands

Head of BMW Events & Sponsorships Spain

Álvaro Fernandez Luna

Economic and touristic impact of international events in Spain. Research case studies made by a university spin-off

Universidad Europea de Madrid

José María Gotor

Sportaiment. The Case Study of LaLiga

La Liga

Fees & Registration


Start to register now!


You can register by completing the Registration Form below. Hurry up, there are Limited Places!!

Students Testimonials

“3rd Madrid Weekender was an absolutely brilliant trip! Both students and members of staff thoroughly enjoyed all activities spotlessly planned and scheduled by Gerardo. For the students this trip has definitely become a great and memorable highlight of their time at Sheffield Hallam University. We are looking forward to doing this again with the students from our course!”

Olga Polyakova, Course Leader for MSc Sport Business Management
Sheffield Hallam University & Senior Lecturer.


“The Madrid Weekender should be at the top of the list of educational fieldtrips for every sport management program across the world. 
Soccer, tennis and basketball at their best; and the business side thereof too. In 2015, our students loved the experience and learnt loads. Highly recommended for students and staff alike!.”

Christos Anagnostopoulos, Assoc. Professor in Sport Management, Molde University College, Norway.

Organised by Events GB


Events GB is specialized in bidding and organising conferences, congresses, events and tailor-made trips. The aim of our event organizing company is to use sports to bridge the gap between events, sport and people. As the event organizers, Events GB has overseen the last three editions of the EASM Summer School, as well as many other important international congresses and conferences such as 27th European Sport Management Conference (Seville), 3rd World Association for Sport Management Conference (Santiago de Chile), International Society for the History of Physical Education and Sport Congress (Madrid) or 6th NSCA International Conference (Madrid).





C/ Pintor Juan Gris 3, 1º B Derecha (Madrid, Spain).