The Summit

The FBIN Marketing Excellence Summit 2026 (MXS2026) is a one day event with an exclusive Welcome Evening on the day before.

The MXS2026 consists of six tracks with about 120 minutes each and consists of a mixture of keynotes, presentations, fireside chats and panel discussions. There will be two stages with tracks taking place in parallel.

The Tracks

Marketing Strategy & Campaigns

Highlights how clubs design and execute impactful marketing initiatives, from seasonal campaigns to major launches, aligning creative ideas with measurable objectives.

Data, CRM & Fan Intelligence

Focuses on how clubs use data, CRM systems, and analytics to better understand their audiences, personalize communication, and turn fan insights into measurable marketing and commercial outcomes.

Brand Identity & Evolution

Looks at how football clubs define, protect, activate and evolve their brand identities, balancing heritage with modern positioning in an increasingly competitive entertainment landscape.

Content & Storytelling

Explores how clubs create compelling narratives across platforms, develop distinctive content formats, and use storytelling to strengthen emotional connections with fans.

Fan Experience & Touchpoints

Focuses on designing seamless and engaging fan journeys across physical and digital touchpoints, from stadium experiences to apps, memberships, and online platforms.

Fan Relations & Community Building

Examines strategies for building strong relationships with supporters, fostering community engagement, and creating long-term loyalty beyond matchday.

Details

Date: May 26
Time: 9.30 until 18.00 CET
Location: epet Arena, Preague