San Diego Comic-Con Malaga has taken firm steps to to begin a new stage in his journey outside the United StatesFollowing the evaluation of its first edition in the city, the organization has announced a key change in management with a view to further professionalizing the management and ensuring the continuity of the project in the long term.
The announcement comes after a few Very solid results in their Malaga debutwhich have established the event as one of the major pop culture gatherings in Spain. Building on this foundation, the organizers aim to move from the initial trial to a stable model, refining the internal structure and carefully managing both the audience experience and relationships with institutions and brands.
Fernando Piquer takes over as general manager of San Diego Comic-Con Málaga
The organization has confirmed the Appointment of Fernando Piquer as the new general manager of San Diego Comic-Con MalagaIts incorporation marks the beginning of a phase focused on organizational strengthening and consolidating the project as a key event in the cultural and leisure calendar in Spain.
Piquer takes office with more than three decades linked to animation, video games and esportssectors very close to the DNA of a Comic-Con. In recent years he has served as Director of Global Strategy for Movistar KOI and was founder and CEO of the esports club Movistar Riders, one of the most recognizable names in the competitive ecosystem in Spain.
Before that stage, his career was divided between video game design and production, and animation. Founder and CEO of Bitoon Games, a studio focused on video game development, and previously worked at Zinkia Entertainment, the company responsible for the popular children's series PocoyoThis creative and business background places him at an intermediate point between management and content, something especially relevant for an event of this type.
With his arrival, the organization wants combine creative vision, experience in digital entertainment and operational capacityThe intention is for the next edition to take a qualitative leap in planning, internal coordination, and offerings for attendees, while maintaining the official seal and original spirit of San Diego Comic-Con.
Piquer himself has indicated that the next edition aims to be “a leap forward” in terms of organization and audience experienceAmong the stated objectives are strengthening the technical team, improving services for visitors and exhibitors, and reinforcing the role of San Diego Comic-Con Malaga as a cultural engine and tourist attraction for the city and its surroundings.
A first edition with almost 96.000 attendees and a strong economic impact
The first edition of San Diego Comic-Con Malaga, held at the city's Trade Fair and Congress Center, turned over 84.000 square meters in a large space dedicated to pop cultureFor four days, the venue was transformed into a meeting point for fans, professionals and the entertainment industry.
According to official data, the event It gathered 95.784 attendees During those four days, the audience was predominantly adult, with 88% being over 18 years of age. Regarding origin, 78,5% of visitors came from other Spanish regions, while approximately 18% were from Málaga itself, demonstrating a strong capacity to attract tourists and domestic travel.
The industrial sector was also significant: More than 110 top-tier exhibitors and brands Companies such as Disney, Nintendo, Lego, and Bandai Namco participated in the event, taking advantage of the convention to present new content, engage with the public, and strengthen their presence in the Spanish entertainment market.
As for the program, the event offered around 450 activities throughout the four daysincluding meet-and-greets with creators, presentations, screenings, signing sessions, cosplay contests, and themed areas. The international guest list featured more than 30 prominent names, including Arnold SchwarzeneggerAntonio Banderas, Jim Lee, Norman Reedus, Nobuo Uematsu, Elle Fanning, Jared Leto or Aaron Paul, which set the bar for future editions at a very high level.
2026 Goal: to consolidate the event and improve the audience experience
Following the launch and the data from the first year, the organization has entered a phase in which the focus shifts to the project sustainability and operational excellenceIn other words, not just to grow for the sake of growth, but to establish a structure capable of supporting the audience size, the complexity of the programming, and the expectations generated by the use of the Comic-Con brand.
Fernando Piquer's entry fits precisely into that idea: Strengthen the technical and management aspects without losing the creative component.The challenge lies in refining coordination with local institutions, optimizing access and mobility flows within the venue, improving services such as catering or rest areas, and adjusting the content offering for different types of attendees, from families to highly specialized fans.
Looking ahead to 2026, the organization is working towards the goal of to definitively position San Diego Comic-Con Malaga as a major pop culture event in Spainwith the capacity to attract a European audience and maintain a clear international presence. To achieve this, it is expected to continue partnering with major brands in the sector. prominent guests and a varied program covering comics, film, series, video games, anime, collecting and new forms of digital entertainment.
Another point that is gaining importance in this new stage is the relationship of the event with the city of MalagaBeyond the immediate economic impact, the intention is to consolidate the convention as a tool for boosting cultural and tourism activity, integrating it into the city's image as a destination linked to culture, technology, and leisure. The expectation is that this synergy will be strengthened through new collaborations and greater involvement from the local community.
The organization has announced that The official presentation of the 2026 edition will be made public in the coming weeks.That's when the official dates will be finalized and the main strategic lines outlined. Until then, the focus is on closing deals with brands, guests, and partners, and on reviewing what worked best and worst in the first year to refine the proposal.
With the combination of very strong initial results, the support of external consultants, and the arrival of a director with extensive experience in entertainment and esports, San Diego Comic-Con Malaga faces its next chapter with the goal of establishing itself on the European map of major pop culture events, strengthening its organization and seeking to ensure that the experience of visitors, exhibitors and guests takes a clear step forward in the 2026 edition.
