The 53-year-old man was gored six times by a fighting bull during a festival in his hometown of Blanca in Spain's southern region of Murcia.
Rafael Ibáñez Miñano, who sold lottery tickets for the ONCE organization attempted to climb out of the way of the bull as it charged towards him but slipped off the barrier onto its horns.
After repeated gorings he lay crumpled in the street for several seconds before the bull returned and charged into him again.
He died overnight after receiving “six gorings in different parts of his body, including one that severed his femoral artery," said medical staff at the Hospital Virgen de la Arrixaca in Murcia.
It is the sixth goring fatality of the summer. Last Sunday a man died when he was fatally gored while filming footage with his mobile phone during a bull run.
The week before an 89-year-old spectator was gored to death while watching the bull run from behind a barrier.
Two others died during a week of festivities in June and a French tourist was gored to death in July.
Last Monday one of Spain's star matadors, Francisco ‘Fran' Rivera, narrowly escaped death when he was gored in the ring.