Two very full days in Madrid, meeting people, exchanging ideas and exploring where football is heading at World Football Summit 2026.

Celebrating its 10th anniversary, World Football Summit brought together people from across the global football industry for conversations about the future of the game, from women's football and investment to technology and innovation.

I was there representing Bonito, meeting people and exploring a question that matters a lot to us: How can football create more value beyond the pitch?

Football is a huge global industry, but its potential goes far beyond business and entertainment. For me, some of the most interesting conversations happen where football, social impact, technology and community intersect.

It was two inspiring days of listening, asking questions, making new connections, and exploring opportunities for collaboration.

A big thank you to everyone who shared their time, ideas and stories, and to World Football Summit for bringing the football community together.

Looking forward to upcoming editions!