SPORT BRAND MEDIA launches with fresh impetus

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With SPORT BRAND MEDIA, ISPO and the ESB Marketing Network opened a new chapter together last year. Influential brands, pioneering sports organizations and leading media experts come together to shape the future of sport. Sponsorship, media rights, major events, athletes and new technologies form the thematic cornerstones of the industry summit. The topics were structured and discussed in advance in think tanks together with sports organizations. The results will be incorporated into the congress program.

After the successful premiere with over 1,400 participants, 42 specialist forums and 290 speakers from the sports ecosystem, the congress will return at ISPO in Munich at the beginning of December. In 2024, SPORT BRAND MEDIEA gave the breadth of sport a stage with representatives from 24 sports and set new standards for industry exchange.

The idea of giving the breadth of sport a home met with a very positive response. Hans-Willy Brockes, organizer of the congress and Managing Director of the ESB Marketing Network, comments:

'With last year's premiere, we set an important milestone for the sports business in the DACH region. We see that the cross-sport and cross-industry exchange is a catalyst for real innovation.

This year, JAKO, Allianz and TEVEO, among others, will use practical examples to show how brands can reach new target groups and build lasting brand loyalty through authentic storytelling, smart partnerships and digital strategies.

Allianz will provide an insight into its extended Olympic partnership and show how young target groups can be inspired by sport. TEVEO, the direct-to-consumer label for sportswear, will explain how building an engaged community on social media promotes brand loyalty. JAKO CEO Tobias Röschl presents how the company has achieved a strong brand positioning with, among others, soccer content creator Diyar Acar via one million followers on TikTok.

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With a new format, SPORT BRAND MEDIA will also focus more strongly on the importance of AI in the future. The relevance of artificial intelligence and its impact on the sports business will thus be given an appropriate framework.

Organizer Hans-Willy Brockes says:

Artificial intelligence is not an end in itself in sport, but a tool for mastering dynamics, a flood of data and decision-making pressure - provided it is understood correctly.

The issue of a shortage of skilled workers in sport also remains in focus. The IST Hochschule für Management is once again bringing its talent exchange to Munich this year. As part of the congress, a platform will be created where companies can find qualified young talent in a targeted manner.

The complete program is currently being curated. The SPORT BRAND MEDIEA congress is a must-attend event for all those who want to actively shape change in sports marketing. Don't miss it - on 01 and 02 DEC. 2025 at the ISPO in Munich.

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