17TH EASM SUMMER SCHOOL MAY 13TH – 17TH, 2026
What is the EASM Summer School
The EASM Summer School is a great opportunity for students and practitioners to enrich their degree with new insights in the field of International Sport Management Industry, Business and Marketing, among others. Participants will have the chance to build up their own international network within the sport business and to work with colleagues from all over the world.
Attending the EASM Summer School means you will have access to interact with highly regarded academics and professionals of the sport management sector. We provide a unique educational opportunity as they deliver their visionary perspective, helping you broaden your views, improve your understanding of the sport management world and jump start your career in this passionate field of study.
🎉 We’re Fully Booked!
The 17th EASM Summer School Madrid 2026 has officially sold out — and we couldn’t be more excited!
Due to the incredible response, registration is now open exclusively for the waiting list. If you’d still like to join us, make sure to sign up and we’ll keep you posted in case a spot becomes available.
A huge thank you to everyone who registered — your enthusiasm makes this event truly special!
🚀 Let the Countdown Begin!
About EASM
The European Association for Sport Management (EASM) is an independent association of people involved in the management of sport in the broadest sense. EASM has a wide international network of experts and National Organisations in the fields of sport management and has close European and Intercontinental relations.
Academics, Networking & Leisure
Teaching Methods
Lectures by academics and professionals of the sport industry, teamwork, case studies, student presentations and distance readings for initial preparation.
Content & Learning Objective
The core of this programme will be the International Sport Management and Marketing, where students will be able to acquire knowledge about the field and apply professional marketing tools in the world of sports organizations
Credits & Certified Accreditation
- Attendants get a 6 ECTS certificate recognized by the University of Bayreuth after the Final Exam.
- The course of EASM Summer School is certified by the European Association for Sport Management and the Sport Management Academy of Bayreuth, Germany (SMAB).
Cultural and Leisure Opportunities
During the programme you will experience the perfect mix between academic improvement and exciting memorable experiences in one of Europe’s biggest and most special cities, with its vibrant life, culture and wide array of activities and leisure opportunities. You will be able to experience Spanish culture like never before, from its cuisine and its people to the unique blend of historical and modern appeal
This Programme includes:
- 5 nights accommodation in double room
- Academic and professional lectures
- Sport Business Case Study – Groupwork Project
- 6 ECTS recognized by the University of Bayreuth
- Welcome Reception Dinner
- Tour Bernabéu – Real Madrid Stadium
- Visit to Territorio Atleti – Riyadh Air Metropolitano Stadium
- Metropolitano Stadium
- Entertaining Padel Lessons
- Madrid de los Austrias Guided Tour
- 3 Lunches
- Farewell Dinner
- Networking Activities
- Shuttle Services
Lectures Venue at NYX Hotel Madrid
At less than 15min walking from the Luze Castellana Hotel, NYX Hotel Madrid is the venue where the lectures will take place.
🚀 Let the Countdown Begin!
The 17th EASM Summer School kicks off on Wednesday, 13 May at 14:00.
Get ready to learn, connect, share ideas, and enjoy an unforgettable experience in Madrid. We can’t wait to welcome you!
KEYNOTE SPEAKERS
Hector Coronel – Madrid City Council
Title: Madrid the Place to Play
Bio: Héctor Coronel holds a bachelor in tourism management from Rey Juan Carlos University and has completed his training with various postgraduate courses, such as the Executive Program in Hospitality Operations and People Management, and specialization courses in marketing of brands and products of luxury, quality management in companies and tourist destinations, digital marketing and social media strategy. He has experience in the organization of events and projects related to sports tourism. In addition, he has directed the MBA in Hospitality and Tourism at the Ostelea Tourism Management School for 4 years, teaching sessions in several of its programs, as well as at the URJC and UEM.
He is also the founder and promoter of tourism development projects aimed at improving the traveller experience. With more than 25 years of experience in the tourism industry as a leader of multidisciplinary teams in multinationals in the sector, he is specialized in tourism marketing and in the luxury tourism segment. His professional career in the tourism sector includes NH Hotels, Menzies Hotels (UK), Condor Vacations tour operator and for more than 16 years he held various positions of responsibility in marketing, sales, revenue management and operations at Meliá Hotels International. He has worked for the Portuguese chain Pestana Hotel Group to open its hotels Pestana Plaza Mayor and CR7 Gran Vía, until his appointment in 2020 as director of tourism for Madrid City Council.
Ricardo Macías Pla – European University of Madrid
Title: The present and future of golf entertainment
Bio: Ricardo Macías Pla hold a Ph.D. in physical activity and sports sciences from the Polytechnic University of Madrid. He also has a Master’s Degree in Education and a Master’s Degree in Golf Course Management from the European University of Madrid. He has developed his work activity as a sports management professional, university teacher and researcher. Professionally, he has provided sports consulting and advisory services, managed golf courses and projects, and worked as both a manager and instructor in golf academies. He is currently an associate professor at the European University of Madrid teaching different subjects related to sport and sports management, as well, he is a degree coordinator in the Sports Management Degree (face-to-face version and online version). He has more than 15 years of teaching experience in the University world. In addition, he participates as a researcher in the Sport Management European Research Group.
Pedro Díaz Rodao
Title: Boost Your Talent
Bio: Pedro Díaz Rodao is a leadership and management consultant, professor and speaker with a rich background in helping organizations maximize their talent and reach or maintain high performance. He has trained hundreds of teams across many industries (sports, technology, finance, energy, education…) and he has mentored CEOs, managers and entrepreneurs from +100 countries and in six continents to become better leaders.
Pedro participates as a public speaker in numerous discussions on how to better manage and lead teams and he writes about management, education, leadership and entrepreneurship in his bilingual blog SPARK and his LinkedIn newsletter #TheAdvantage, which have +200,000 readers in +100 countries: (http://www.pedrodiazrodao.com/).
He has delivered keynote speeches for organizations such as United Nations, NBA, AirFranceKLM, Cambridge University, EA Sports, PwC, Canon, Pfizer, and to educational and social institutions across the globe.
He earned his PhD Cum Laude, and his primary area of research is Leadership and the factors influencing responsible leadership and entrepreneurial drive.
His book BETTER LEADERS (Mejores Líderes in its Spanish version) uses science and sports to analyse the eight traits and skills that help us move to action.
Carmen Acebes
Title: How to activate sport sponsorships
Bio: Carmen C. Acebes is a senior sports business professional with over 20 years of international experience in sports marketing, partnerships, and commercial strategy.
She has held key roles at WWP, Atlético de Madrid, and AIM Sport, and has collaborated with leading sports organisations as well as global brands. She has delivered sponsorship activations across multiple sports, including football, Formula 1 and MotoGP.
With a BA in Business Administration, Master in Communications Management and in Digital Marketing and e-commerce, she currently advises on sports marketing and partnerships, supports sports tech companies on go-to-market strategies, and coordinates global events.
Mark LaSota – Texas A&M University
Title: Leadership in Sport: Navigating Change, Driving Resilience
Bio: Mark LaSota, Ph.D., MBA, is a Clinical Assistant Professor and Coordinator of Education Abroad Experiences in the Department of Kinesiology and Sport Management at Texas A&M University. His research focuses on sport leadership, organizational culture, peak performance, and international business. A recognized thought leader, he authored over 40 articles on topics related to sport leadership as a Forbes Contributor and is co-author of the textbook Contemporary Leadership in Sport Organizations (3rd Ed.).
In the sports and fitness industries, Dr. LaSota has extensive experience leading teams, coaching athletes, managing programs, and running businesses. Some of his roles have included coach, scout, event supervisor, sports camp director, fitness manager, personal trainer, and business owner. Dr. LaSota has worked with and for major sport leagues and franchises, including the National Football League, in marketing, events, security, and operations. He also provides leadership and performance consulting to companies and sport organizations, guiding them in building strong cultures, developing talent, and executing strategic initiatives.
Carla Blakey – University of Alabama
Title: The Playbook: A Marketing Approach to Leadership
Bio: Carla Blakey, PhD in the Undergraduate Program Coordinator and an Assistant Professor in the Sport Management Program at The University of Alabama. As coordinator, she leads undergraduate team efforts in industry relations, experiential learning, and student internships. Prior to her academic career, she worked for nearly a decade in sports marketing and sponsorship sales (the University of Arkansas and Louisiana State University). Dr. Blakey is a proud alumna of The University of Alabama, earning both her Master of Science in Human Environmental Sciences (Sports Business Management) and Doctor of Philosophy in Education (Instructional Technology). She earned a Bachelor of Arts in Journalism (Advertising and Public Relations) from the University of Arkansas.
Robert Kok – Fontys University
Title: Building brand equity through fan interaction
Bio: Robert Kok (57), senior lecturer at the SPECO (Sports communication) department of Fontys University for Applied Science Tilburg the Netherlands. Fields of interest and research; sports marketing, sports sponsorship, fan engagement and Athlete branding. Worked in the past for a Sports marketing agency. (Co)Author of different publications and books in the field of sports marketing and sports sponsorship.
TICKETS AVAILABLE! LA LIGA FOOTBALL MATCH: ATLETICO DE MADRID VS GIRONA
Join tens of thousands of fans to celebrate club legend Antoine Griezmann’s last home match, with a unique tribute and an unforgettable atmpospehere.
Demand for this match will be very high and tickets are expected to sell out quickly.
The price includes:
- Shuttle services
- Ticket for the match
Don’t miss your chance and secure your spot to experience this incredible event live!
Be part of a special moment and watch the final home game of the season live in Madrid!
Registration
Safeguarding Policies and Procedures.
We are committed to ensuring the safety and wellbeing of all individuals. In this section, you will find our safeguarding policies and procedures, which outline how we protect all participants, and how concerns can be reported and addressed.
Testimonials
Universities
Some of the universities which have participated on latest editions
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).
