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Case Study · FEI World Cup
Madrid Horse Week
Executive Director & Board Member·2016 — Present·IFEMA · Madrid · Spain
Building one of Europe's leading FEI World Cup events.
Executive summary
For more than eight consecutive editions, I played a central role in the development, management and growth of Madrid Horse Week, one of Europe's premier FEI World Cup events and Spain's most important indoor equestrian competition.
As Executive Director and Board Member, I was responsible for the strategic, commercial and operational leadership of the event, overseeing relationships with sponsors, institutions, media partners, venue operators and key stakeholders while helping transform Madrid Horse Week into a leading sports and entertainment platform.
Mission
Our objective was not simply to organise a horse show. The vision was to create a world-class sporting, social and entertainment experience capable of attracting new audiences, increasing sponsor value and positioning equestrian sport at the centre of Madrid's cultural and sporting calendar.
8+
Consecutive editions
FEI
World Cup status
IFEMA
Host venue · Madrid
EU
Institutional relations
Key responsibilities
- Executive leadership of the event
- Board member responsibilities and strategic planning
- Sponsorship sales and commercial partnerships
- VIP hospitality programmes
- Ticketing strategy and audience growth
- Television production and broadcast supervision
- Media rights and media relations
- Institutional and government relations
- Venue negotiations with IFEMA
- Coordination of multiple operational teams
- Supervision of public funding and tax incentive programmes
- Management of sponsor activation programmes
- Strategic positioning and long-term growth planning
Achievements
- 01Helped establish Madrid Horse Week as one of Europe's leading FEI World Cup events
- 02Successfully delivered eight consecutive editions
- 03Developed long-term relationships with major sponsors and institutional partners
- 04Expanded hospitality, commercial and audience engagement programmes
- 05Strengthened the event's positioning within the international equestrian calendar
- 06Led negotiations with public institutions, venue operators and commercial stakeholders
- 07Contributed to the transformation of the event from a traditional horse show into a broader sports and entertainment experience
Leadership scope
Executive DirectorBoard MemberCommercial StrategySponsorshipHospitalityTicketingMedia RightsTelevision ProductionGovernment RelationsInstitutional PartnershipsVenue ManagementFEI World Cup Event
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