06/17/2026
🌍⚽ On Monday , Atlanta became the meeting point for global leaders shaping the future of sports, business, media, technology, and investment.
The Global Business & Sports Summit, organized by the Spain-U.S. Chamber of Commerce and the Metro Atlanta Chamber, welcomed more than 200 executives, investors, sports industry leaders, policymakers, and media representatives from both sides of the Atlantic.
The event brought together speakers from FIFA, the NFL, MLS, The Coca-Cola Company, Telemundo, the Atlanta Falcons, the Atlanta Hawks, U.S. Soccer, and many other leading organizations to explore one central question:
What will define the future of the sports industry?
Throughout the day, several powerful themes emerged:
🔹 The fan experience is becoming the industry's most valuable asset.
🔹 The FIFA World Cup 2026 is redefining the scale of global sporting events.
🔹 Global expansion is no longer a branding exercise—it is a business strategy.
🔹 Technology is transforming sports, but passion remains at the center.
🔹 Partnerships are evolving. Today's most successful sponsorships are built not around visibility alone, but around shared values, authentic storytelling, community impact, and long-term engagement.
We want to thank you to our media partners, MARCA and Expansión, for helping amplify these conversations across Spain and beyond, and to all of our outstanding speakers and moderators for sharing their expertise and vision.
As announced during the Summit, the conversation will continue in Madrid in November, just a few days before the match , bringing together leaders from sports, business, media, technology, and government ahead of the NFL regular-season game between the Atlanta Falcons and Cincinnati Bengals at Santiago Bernabéu Stadium.
The future of sports is global. The future of sports is collaborative. And above all, the future of sports is fan-centered.