This video shows a 56-year-old man being flipped in the air and onto the pavement where he is left lying motionless after being attacked during a running of the bulls in a Spanish town.

The unnamed man was gored by the bovine during the running of the bulls in the town of Puerto Serrano in the southern Spanish province of Cadiz on New Year’s Day.

The event was held as part of the town’s annual ‘Toro del Aguardiente’ festivities, and the man seen being gored in the video has now died from his injuries.

The man, who hailed from the town of Montellano in the southern Spanish province of Seville, landed on the pavement with a hard thud after he was flipped in the air by the bull.

He was reportedly still conscious when he was taken to the Hospital Comarcal Virgen de las Montanas in the nearby town of Villamartin.

However, given his serious condition, he was transferred to another hospital, where he died just hours later from the head injury he had sustained in the accident.

The Toro del Aguardiente festivity has been celebrated in Puerto Serrano every 1st January since the 19th century to welcome in the new year.

As part of the festivities, several bulls are released through one of the town’s main streets, the Calle de la Feria, and locals and tourists run ahead of the bovines as they charge down the road.

Bull runnings are commonplace in Spain, Portugal, southern France and Mexico. The most famous one takes place during the annual festival of San Fermin in the Spanish city of Pamplona.

Animal rights activists oppose bull runnings, arguing they are cruel and mentally stress the bulls.