AD MAPOMA

What AD MAPOMA does

AD MAPOMA (Asociación Deportiva Maratón Popular de Madrid), founded in 1978 in Madrid, Spain, is a non-profit sports association that organizes and manages a portfolio of running events and a broader runner-services ecosystem. The organization produces four flagship race properties: the Zurich Rock'n'Roll Running Series Madrid (marathon, half marathon, and 10K with 47,000 participants and an 8,000-person waiting list in 2026), Madrid Vintage Run by TotalEnergies (a high-speed 10K), Ibercaja Madrid Corre por Madrid (a solidarity 10K), and Corre por el Niño (a charity race donating 100% of registration fees to Hospital Niño Jesús pediatric research). Beyond events, MAPOMA operates Mapoma Training (structured training plans and coaching), Mapoma Run Center (a physical training facility at C/ Aniceto Marinas 52, Madrid), the MAPOMA Running League by AS (a points-based circuit aggregating multiple races), Mapoma Card (a discount membership across partner health, pharmacy, and leisure establishments), Mapoma Running to Schools (a youth athletics program with Fundación Madrid por el Deporte), and Mapoma Shop (an e-commerce merchandise store).

The underlying platform is an event management and online registration system supporting phased registration (Fidelity, Preferred, and General phases), early-bird pricing tiers, and direct-to-consumer sales via mapoma.es and dedicated event domains. Revenue is generated through five primary streams: race registration fees (transaction-based, e.g., €12-€70 depending on event and distance), title and event sponsorships (Zurich, TotalEnergies, Ibercaja, plus supporting partners like Polar, CPFCM, and Ruster Fitness), MAPOMA Card subscription/membership revenue, training services at Mapoma Run Center, and merchandise sales. The organization serves a horizontally segmented customer base of 100,000+ runners annually across individual consumers, schools, and health-conscious members, with 28% international participation from 113 countries in the flagship event and approximately 500 million annual media and social media impressions. The company is led by CEO Pedro Rumbao and operates with a lean 13-employee structure, leveraging a multi-channel GTM combining direct online registration, community engagement, event-based marketing, and institutional partnerships.

Name

AD MAPOMA

Legal name

Asociación Deportiva Maratón Popular de Madrid

Website

https://mapoma.es

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

11–50 employees

Short description

AD MAPOMA is a Madrid-based non-profit sports association, founded in 1978, that organizes major running events (Zurich Rock'n'Roll Madrid, Madrid Vintage Run, Madrid Corre por Madrid, Corre por el Niño) and operates a runner-services ecosystem including training programs, a physical Run Center, MAPOMA Card membership, and a schools program, serving 100,000+ runners annually.

Ownership category

akta.pro rank

Product category

Mass-participation running event organization

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Spectator Sports (71121)

SIC

Services-Amusement & Recreation Services (7900), Services-Membership Organizations (8600)

akta.pro primary industry

Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD)

akta.pro secondary industries

Road Running Events (Marathons, Half Marathons, 10K/5K) (MPAKAIAA), Ticketing, Registration & Event Technology (Badging, Apps) (BPAFAGAL), Virtual & Hybrid Participation Events (App-Based, Remote/Hybrid Races) (MPAKAIAH)

Keywords

• Organized running events
• Marathon race management
• Runner training services
• Sports event organization
• Athletic training programs

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. Race Registration Fees: Revenue from participant registrations for various running events including Zurich Rock'n'Roll Running Series Madrid, Madrid Vintage Run, Madrid Corre por Madrid, and other races.
2. MAPOMA Card Membership: Membership program offering discounts and benefits at partner establishments including podiatry, physiotherapy, sports medicine, pharmacy, and leisure venues.
3. Sponsorships and Partnerships: Commercial partnerships with sponsors such as Zurich (title sponsor of Rock'n'Roll Series), TotalEnergies (Madrid Vintage Run), and Ibercaja (Madrid Corre por Madrid).
4. Mapoma Training Services: Training programs, plans, and classes offered at the Mapoma Run Center and through online platforms.
5. Merchandise and Official Store: Online store selling official MAPOMA products including apparel and accessories.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

AD MAPOMA organizes mass-participation running events in Madrid, including the Zurich Rock'n'Roll Running Series Madrid (marathon, half marathon, 10K), Madrid Vintage Run by TotalEnergies (10K), Ibercaja Madrid Corre por Madrid (10K solidarity race), and Corre por el Niño (charity race). Beyond events, it operates the MAPOMA Run Center (physical training facility), MAPOMA Training (coaching and structured training plans), the MAPOMA Running League by AS circuit, MAPOMA Card membership discounts, MAPOMA Running to Schools youth program, and MAPOMA Shop merchandise. The organization serves a community of more than 100,000 runners annually across these programs.

Product overview

AD MAPOMA (Asociación Deportiva Maratón Popular de Madrid) operates a comprehensive running event and training ecosystem. The core offering centers on major race events including the Zurich Rock'n'Roll Running Series Madrid (marathon, half marathon, 10K), Madrid Vintage Run by TotalEnergies (high-speed 10K), Ibercaja Madrid Corre por Madrid, and Corre por el Niño (solidarity race). The organization supports runners through Mapoma Training (coaching and training plans), the Mapoma Run Center (physical training facility), and Mapoma Running League by AS (race circuit). Additional services include Mapoma Card (partner discounts), Mapoma Shop (merchandise), and Mapoma Running to Schools (youth athletics education program).

Differentiator

Problem solved

Functional benefit

Brands

• MAPOMA Run Center: Physical training center for runners located in Madrid offering classes, training plans, and running community services.
• MAPOMA Training
• MAPOMA Running League by AS
• MAPOMA Running to Schools
• MAPOMA CARD
• Zurich Rock'n'Roll Running Series Madrid
• Madrid Vintage Run by TotalEnergies
• Ibercaja Madrid Corre por Madrid
• Corre por el Niño

Products and services

• Zurich Rock'n'Roll Running Series Madrid Mass-participation running event offering 10K, half marathon, and marathon distances. One of Spain's largest running events and part of the Rock'n'Roll Running Series international circuit, attracting 47,000 participants in the 2026 edition (28% foreign from 113 countries, 37% female).
• Madrid Vintage Run by TotalEnergies A retro-themed 10K race focused on high-speed performance, designed to produce fast times. Limited to 500 in-person participants with a virtual option available; all participants receive a finisher medal and bib number.
• Ibercaja Madrid Corre por Madrid A 10K solidarity race organized by MAPOMA, celebrated on October 12th (Hispanidad Day), with proceeds donated to charitable causes including the Asociación de Víctimas del Terrorismo.
• Corre por el Niño A solidarity race supporting the Hospital Niño Jesús pediatric research foundation, offering 10K, 5K, and 2K distances. 100% of registration fees (€12 per distance) are donated to research projects at Hospital Niño Jesús, with a Solidary Dorsal 0 donation option also available.
• MAPOMA Run Center A physical training facility located in Madrid (C/ Aniceto Marinas 52, 28008) offering classes, training sessions, and serving as a community hub for runners. Open Monday–Friday 9:30h–21:30h and Saturdays 9h–13h.
• MAPOMA Training A training community offering structured training plans, coaching, and specialized classes for runners of all levels, delivered at the MAPOMA Run Center and through virtual sessions.
• MAPOMA Running League by AS A league circuit of running races across Madrid that tracks participant points and rankings across multiple events throughout the season. The 20/21 season attracted 20,000 participants.
• MAPOMA Card A membership card offering discounts and special offers from partner businesses including podiatry (Ángel de la Rubia), physiotherapy (Martín Urrialde), sports medicine (Healthing), pharmacy (Farmacia del Río), and leisure venues.
• MAPOMA Shop Official e-commerce store selling MAPOMA merchandise including apparel, accessories, and special event items.
• MAPOMA Running to Schools An educational program bringing running and athletics to schools across the Madrid region, promoting sports values and healthy habits among students. Delivered in collaboration with Fundación Madrid por el Deporte, with school championships and a regional final (e.g., at Vallehermoso).

Quantifiable outcome

• Over 100,000 runners served annually across all events and programs
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered flagship, core and minor.

• Zurich (Zurich Rock'n'Roll Running Series Madrid)flagshipStrategic or Co-development Partner · 1 April 2026Zurich is the title sponsor of the Rock'n'Roll Running Series Madrid, one of Spain's largest running events with 47,000+ participants. This is MAPOMA's flagship partnership for their main marathon event.
• Hospital Niño Jesús / Fundación para la Investigación BiomédicacoreStrategic or Co-development Partner · 1 January 2026MAPOMA provides technical organization for 'Corre por el Niño' race, with 100% of registration fees donated to research projects at Hospital Niño Jesús for treating children's diseases.
• TotalEnergiescoreStrategic or Co-development Partner · 1 January 2024TotalEnergies renewed its commitment for four years to sponsor three of MAPOMA's most emblematic races including Madrid Vintage Run. The energy company supports events designed to explore human performance limits.
• IbercajacoreStrategic or Co-development Partner · 1 January 2024Ibercaja is the title sponsor of Madrid Corre por Madrid, a solidarity race that donates part of each registration to charitable causes including the Asociación de Víctimas del Terrorismo.
• Fundación Madrid por el DeportecoreStrategic or Co-development Partner · 1 January 2024Collaboration with the Madrid Sports Foundation for organizing events including Madrid Corre por Madrid and the Running to Schools program targeting schools across the Community of Madrid.
• Banco de Alimentos de MadridminorStrategic or Co-development Partner · 1 January 2022Partnership for food donation programs including the '2 Kilos 1 Camiseta' project where participants donated food in exchange for event t-shirts, with over 5,700 kg of food donated.
• EnveraminorStrategic or Co-development Partner · 1 January 2022Collaboration with Envera for donations of unused food and materials from events (13,000+ products donated), as well as sports equipment donations to schools in Senegal.
• PolarminorGTM or Marketing Partner · 1 January 2021Technology partnership featuring Polar Vantage V2 watches in MAPOMA events and content, providing running analytics and performance tracking technology.
• Fundación TambiénminorStrategic or Co-development Partner · 1 January 2020MAPOMA provides technical direction for Madrid También Solidario, a virtual race organized by the disability inclusion foundation. Part of the Mapoma Running League circuit.
• Colegio Profesional de Fisioterapeutas de la Comunidad de Madrid (CPFCM)minorGTM or Marketing Partner · 1 January 2020Official sponsor of Madrid Corre por Madrid, providing physiotherapy support and promoting sports health among runners.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Behobia-San Sebastián (CD Fortuna / organizador): One of Spain's most prominent mass-participation road races (20K, ~30,000 runners). Directly comparable as a large Spanish road-running event with similar tiered registration, large participant base, and significant regional economic impact.
• Marató de Barcelona (Fundació Barcelona Olímpica): Operates one of Spain's largest city marathons with similar sport-association structure. Directly comparable: both organize major road-running events combining marathon/half-marathon/10K, training programs, and youth/community outreach in Spain.
• SD Correcaminos (Valencia Marathon organizer): Sports association that organizes the Valencia Marathon, one of Spain's most prominent mass-participation road races. Directly comparable as a Spanish non-profit race organizer with elite-athlete participation and tiered registration, competing for the same runner pool.
• Carrera de la Mujer (Motorpress Ibérica): National series of women's road-running events held across Spain. Comparable as a multi-city Spanish mass-participation road race operator competing for the same female runner segment where MAPOMA reports 37% female representation.
• Zurich Maratón de Sevilla (Ayuntamiento de Sevilla / Instituto Municipal de Deportes): Operates one of Spain's largest city marathons under a similar naming-rights sponsorship model (Zurich). Directly comparable as a Spanish road marathon organizer with major financial-services title sponsorship, targeting elite and mass-participation runners.
• San Silvestre Vallecana: Iconic Madrid road-running event finishing at Vallecas. Directly comparable: Spanish road race held in Madrid with mass participation and named explicitly in MAPOMA's Nebrija award competition, serving an overlapping runner community.

Regional players

• A.D. Marathon (Madrid athletics club): Madrid-based athletics club (Asociación Deportiva) also serving the same local running market. Comparable in association structure and Madrid geography, though focused more on club membership and competitive track athletics than mass-participation road events.

Broad incumbents

• European Athletics: Governing body for athletics in Europe and organizer of European Marathon Classics, of which MAPOMA is a founding member. Comparable as an institutional organizer/partner in European road running that influences calendar, certification, and elite-athlete participation for mass-participation events.
• World Athletics: Global governing body for athletics, including road running (formerly IAAF), overseeing label systems that affect MAPOMA's elite-athlete and international participation. Comparable as the broader institutional steward of mass-participation road running that shapes competitive dynamics across MAPOMA's portfolio.
• IRONMAN Group / World Triathlon Corporation (WTC): Parent operator of the global Rock'n'Roll Running Series, of which AD MAPOMA runs the Madrid edition. Directly comparable as a series race organizer with similar mass-participation road-running event portfolio including Madrid, and the licensor of MAPOMA's flagship event brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ad_mapoma
• YouTubeyoutube.com/channel/UChdX7seFa7ZWRbU5fBdVRbQ
• Facebookfacebook.com/AD.Mapoma
• Instagraminstagram.com/ad_mapoma
• LinkedInlinkedin.com/company/ad-mapoma

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AD MAPOMA