BCD Sports, a specialist sports experiences agency belonging to Ávoris, has renewed its position as the official agency of the Mutua Madrid Open. The agreement was signed in the Caja Magica in Madrid, consolidating a strategic partnership that integrates the commercial and operational management of the event with the backing of the brand of one of the best renowned agencies in both the national and international markets.
The agreement broadens the scope of the collaboration. BCD Sports will continue to manage VIP packages, corporate hospitality programmes, and the marketing of experiences in international markets, while B travel will increase the tournament’s visibility among the travelling public, consolidating its position as a leading brand in the leisure and holiday travel segment.
The Mutua Madrid Open, which takes place every spring in the Caja Magica, is one of the most important Masters 1000 and WTA 1000 tournaments in the international calendar, attracting more than 300,000 spectators a year and generating an economic impact in Madrid exceeding €250 million. The presence of B travel in the tournament ecosystem opens a new avenue aimed at integrating travel options into the fan experience in the leisure sector.
Gerard Tsobanian, CEO of the Mutua Madrid Open, highlighted the strength of the relationship: “Renewing this agreement with BCD Sports and B travel reinforces a strategic alliance that is highly valuable to the Mutua Madrid Open. It means we strengthen our relationship with a brand that is well renowned among travellers, enabling us to continue growing and enhancing the options we give fans, businesses, and guests. These kinds of partnerships are crucial for consolidating the tournament’s international profile and for ensuring the Mutua Madrid Open continues to be a leading event both on and off the court”.
For Juan José Hernández, Managing Director of BCD M&E and BCD Sports, the renewal reinforces the group’s working model in the sports segment: “Renewing with the Mutua Madrid Open is not just about keeping a contract; it confirms that the model we’ve built at BCD Sports works. We’ve designed experiences that combine exclusive access, experiential content and top-tier hospitality both nationally and internationally”.
Finally, Enrique Yáñez, Commercial Director of B travel for the central-south region, emphasised the value of the agreement for brand positioning: “The Mutua Madrid Open is one of the sporting events with the greatest media and economic impact in Spain. For B travel, being associated with a tournament of this stature offers a very specific value; it connects our brand with a quality experience, an active audience profile and an international reach that fits perfectly with our commercial offering.”
Noemí Nieto, National Director of BCD Sports, was also present at the signing together with Feliciano López, Co-Director of the Mutua Madrid Open, at an event which marks the start of the countdown to this year’s the tournament, which will take place in the last week of April and the first week of May.
With this renewal, Ávoris consolidates its cross-sectional presence at the tournament: BCD Sports as the official agency and operator of experiences and commercial management, and B travel as a visible sponsor to the wider public. The strategy follows a group model that brings several brands together around a single sporting asset, maximising the return of each collaboration from different, complementary perspectives. BCD Sports thus maintains a strategic asset within its portfolio of sporting events, which already includes the official management of the Spanish National Football Team and collaborations with national and international federations and clubs.