On 01 and 02 DEC. 2025, SPORT BRAND MEDIA will once again bring together leading players in the sports industry in Munich. As a think tank and congress at the same time, the event at ISPO 2025 in Munich stands for new impulses, a variety of topics and a cross-sport dialog.
Then secure your ticket for ISPO 2025 in Munich now!
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.
Further information and registration
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.
Physical inactivity remains one of the world’s biggest challenges, with approximately 1.8 billion people currently inactive. This number is expected to rise to 3 billion by 2030. In economic terms, the crisis of physical inactivity places a tremendous strain on healthcare systems. To address this, innovative solutions are needed to make physical activity more engaging and accessible. EGYM is doing just that, with smart, digital fitness solutions that make training more efficient and motivating. In a conversation with ISPO, Jan Scherzer, VP Sales DACH, explains how the sports industry can learn from these technologies, and how ISPO helps EGYM connect with business professionals, decision-makers, and innovators in the fitness industry.
To emphasize sports’ contribution to physical and mental health, ISPO 2025 will feature a dedicated Health & Wellbeing space in the Brands & Products arena. As the the flagship event in sports business, tt’s the perfect platform for companies like EGYM to present their innovations and connect with key players to shape the future of sports. From 30 NOV. – 02 DEC.
Success strategies, learnings and real challenges for start-ups: ISPO Munich is the meeting place for innovations in the sports industry - and a unique opportunity for young companies to prove themselves. A special highlight is the "Founders Fight Club", a pitch competition that puts start-ups to the test with direct feedback, critical questions and lots of entertainment. Those who impress here not only gain international attention, but often also valuable contacts and investors. But what makes a successful pitch? What mistakes should you avoid? And how can start-ups make the most of ISPO for their growth?
ISPO 2025 from 30 NOV. - 02. DEC. in Munich offers the perfect opportunity for start-ups to present their ideas, find investors, make contacts - and gain international visibility in front of decision-makers, club and league representatives and the media.
Founder and host Jan C. Küster took the idea for this interactive, dynamic and direct pitch battle from the boxing ring - and for good reason. Just like in the ring, the participants have to adapt to their opponents at lightning speed and react spontaneously to critical questions - a key skill when talking to potential investors. However, despite the competitive nature of the format, it is not only confrontational, but also constructive: even those who fail gain valuable contacts and can develop further. Since the format was created in Munich over 15 years ago, Jan C. Küster has already seen around 10,000 pitch presentations. As an experienced start-up expert, he knows exactly what is important in a convincing pitch.
A good product alone is not enough - the story behind it often determines success or failure. The best start-ups know how to bring their idea to life with an emotional story. The Norwegian start-up VITALOOP provided an impressive example of this at ISPO 2024.
"Pitch, please!" - every round of the Founders Fight Club starts with these words, and both presenter Jan C. Küster and the audience wait eagerly to see what happens in the next 60 seconds. Founder Arild Vikingstad calmly entered the Yellow Stage on the first day of the trade fair, presented his new product - and made the competition look old with just one sentence. Anyone who thought there were already enough outdoor bottles was proved wrong.
"This bottle solves the world's water problem," says Vikingstad. Bang! That really hit the spot. The audience was wide awake and listened attentively to the Norwegian's story.
With VITALOOP, the Norwegian has developed a portable water filter that delivers clean and tasty drinking water at the touch of a button. The secret lies in the technology: a multi-stage filter system removes harmful substances while retaining valuable minerals. Bacteria, parasites, chemicals, heavy metals and microplastics are all filtered out.
Fresh water from the Elbe, Isar or Danube? No problem. After just a few sentences, it was clear that this simple 480 ml bottle has enormous potential.
Start-ups face numerous challenges - but with the right strategies, they can prevail. Visibility, networks and storytelling are key success factors. Formats such as the "Founders Fight Club" offer young companies the opportunity to network with potential investors and partners.
But a convincing pitch is more than just a presentation - it is a tool for positioning yourself on the market and establishing long-term collaborations. Networks are the key to growth. However, it is just as important to deal with criticism and defeat in the right way.
Küster says with a wink:
'Our participants* know that the best pitch doesn't necessarily win. The voting system is just as corrupt as boxing itself. Whoever brings the most friends usually wins.
But that's part of the game. Because maximum visibility is often achieved precisely through critical debate. Start-ups that are open to feedback and learn from it not only gain investors, but also valuable insights for their further development.
"Our job is also to equip the founders with knowledge. And whether they end up being successful or not is ultimately up to them," explains Küster.
The assumption that a good product alone carries the pitch is fundamentally wrong. "The pitch is not the main focus, but the transition to an in-depth Q&A. If you don't manage to answer questions confidently or respond convincingly to critical questions, you risk losing the trust of investors," warns Küster.
Successful pitches are characterized by strong storytelling, convincing facts and a clear structure. Emotions play a decisive role. Emotions play a crucial role. And finally, the pitch must not be too technical. An example? Shoes made from hemp may be a great product, but without a gripping story, they remain uninteresting for investors. They will only invest if they recognize a clear market differentiation.
The sporting goods sector in particular shows that start-ups need to focus on either technology or sustainability in order to stand out from the competition. Küster says:
Those who do not clearly decide on a direction remain interchangeable and ultimately do not achieve success.
The founder of VITALOOP, Arild Vikingstad, has done a lot of things right. A few years ago, he was still working as a barista and gained valuable experience with different water qualities - and their influence on the taste of coffee. At some point, he came up with the idea for VITALOOP - and now fresh water is available at the touch of a button.
The Norwegian impressed both the ISPO 2024 audience and the jury with his impressive storytelling. The reward: three awards - best outdoor product, a special honor from Globetrotter and even the overall victory across all categories. A success that has never before been achieved in this form for a young company at ISPO.
"I am super happy and grateful for this great success at ISPO. I really didn't expect this," said Arild Vikingstad. The biggest challenge along the way? "The design of the bottle. I had to develop something that met the requirements and needs of consumers as well as, for example, aid organizations or the military," Vikingstad told ISPO. He seems to have succeeded.
Formats such as the "Founders Fight Club" are not suitable for every start-up - they require courage. But the risk is low: those who lose take away valuable lessons, those who win can achieve a lot.
One example of this is Arild Vikingstad with VITALOOP. He is following in the footsteps of Movmenta, a British start-up that impressed last year with its idea: a sensor for running shoes that measures the absorption of the sole in real time and thus recognizes when shoes should be replaced - an innovation that can prevent injuries.
Movmenta CEO Ofir Dagan looks back on his pitch at the "Founders Fight Club" with mixed feelings - critical, but also satisfied:
At the time, we focused more than necessary on the technical details of our technology instead of emphasizing the tangible benefits and market potential for consumers* and brands. We realized that simplifying the message and highlighting how Movmenta solves real-world problems resonates better with a broader audience, especially investors and non-technical stakeholders.
A valuable insight that the start-up took away from ISPO. However, it didn't do it any harm - on the contrary: it was able to attract a strong investor in Mischa Zverev. For up-and-coming start-ups, this means one thing above all: show courage! So, "Pitch, please!"
Your next big opportunity to take your start-up to the next level is from 30 NOV. - 02. DEC. 2025 at the ISPO in Munich. Are you ready to present your ideas to an international audience and investors, make valuable contacts and receive direct feedback from industry experts? Then become part of ISPO and secure your place today!
From April 20, 2025 (12:00 noon) to April 27, 2025 (midnight), MMG is giving away 2x two full-access tickets to ISPO 2025. The prize includes access to all partner conferences and an overnight hotel stay worth up to €250 per person.
Winners must cover the accommodation costs themselves in advance and will be reimbursed by MMG upon submission of a valid invoice (maximum €250 per person). Additional travel expenses are not included.
Great interest in the Concept Release of ISPO 2025. After the registration numbers for the webinar had almost reached the possible limit, the webinar was also played live on LinkedIn and Instagram. The industry was pleased to be picked up with the plans and intentions for ISPO 2025, which will take place in Munich from 30. NOV. - 02. DEC. 2025.
A highly effective platform that is geared towards the needs of the global industry is the goal in realizing the concept. And with it, a clear signal that puts retailers and media in the spotlight - and at the same time promotes the networking and visibility of all players in the industry worldwide.
The transitions between sport, fashion, wellness, tech and entertainment are becoming more fluid than ever. With a holistic approach that provides more orientation and categorization and thus enables more business opportunities and visibility for all participants.
We have summarized the webinar and the plans so far for you.
Your needs are our top priority. Our goal is therefore to be the most effective sports business platform for you. A platform where all players along the value chain can find inspiration, build networks, create value together, discover new business opportunities and, above all, feel comfortable and present themselves in the right context. ISPO is consistently taking the proven multi-segment approach further - towards a holistic concept that includes all facets of sport. The optimized hall structure is based on the value chain and is divided into three central areas: from development and production to product and brand to direct contact with people and consumers.
Investments in trade shows and networks require planning security. ISPO aims to create precisely this reliable basis for the international sports world through early transparency and active involvement of the industry. The new hall structure maps the entire value creation process from development to marketing and thus offers a platform that provides orientation and drives innovation in a targeted manner.
Three central areas form the heart of the optimized structure:
A home for established brands and exciting newcomers - together with their innovations and latest releases. Due to OutDoor's pause, the outdoor community in particular will find an even more important home here, where exhibitors and retailers come together to discuss tailor-made concepts and relevant topics. A look at some of the highlights:
Everything that happens upstream is becoming increasingly important in order to meet the growing demands on products. That's why developers, designers and buyers meet at ISPO Munich - people with product visions in search of the right producers, materials and partners. An often underestimated area that is all the more essential for later success.
The Arena is a home for:
To make these topics and ideas tangible for everyone, the following elements, among others, are used:
Ultimately, the industry thrives on sales and on how much sport moves people - and that is precisely the focus here. Especially for retail, e-commerce and the sports and entertainment industry.
In the Arena of Commerce & Experience, retailers and e-commerce experts meet digital solution providers, marketing and retail specialists.
And of course, ISPO Brandnew is a must: This is where the most exciting start-ups are put on the map of the sports world - with the chance to make investor contacts and gain media coverage. At the same time, ISPO Brandnew provides orientation: Which new brands and groundbreaking ideas will shape the sports world of tomorrow?
In addition to the adapted trade show structure, ISPO Munich is focusing on three central initiatives:
A central focus of ISPO 2025 is to further expand the success of the conferences - and above all to significantly strengthen their connection to the Expo. This is why the German-language conference Sport. Brand. Media will have an international focus and be renamed Sport. Brand. Media. The growing field of Sports Tech will also remain present: together with Sports Tech Nation, a forum for technological innovations will once again be created. Coaches and trainers will also be able to learn about and discuss the latest findings on performance enhancement, recovery, coaching methods and much more at the Trainers' Summit. Further exciting conference formats are already being planned.
At the same time, the conference and exhibition areas are moving closer together: A shared entrance creates a central hub that promotes exchange, intensifies the flow of visitors and thus opens up new, unexpected business opportunities.
In increasingly networked markets, sport is looking for a platform that provides orientation, makes innovations visible and opens up new business opportunities. ISPO is a place where exactly that is possible. Because the success of brands, retailers, start-ups and media drives the industry as a whole forward. Diverse participation formats - from compact solutions to curated areas - for almost every budget and need ensure that everyone can find their place and benefit from ISPO.
What does the future of sports retail look like? What role does ISPO play in a rapidly changing industry? Voices from retail, industry and services provide insights.
We will be happy to answer all your questions about the new concept.
General Information
Areas & Hall Structure
Sustainability & Environment
Start-Ups & Innovation
Partner Conferences
Outdoor Community
Retail
Other
All the other questions you’ve asked us will be added here gradually.