Upgrade to Premium Now
Under the motto “All Players. All Perspectives. One Conference.”, the SPORT MARKE MEDIEN conference will take place on December 1-2, 2025, in Munich. Leading figures from sports, business, and media will address topics spanning the entire spectrum of the sports world. Uli Hoeneß will also discuss the key challenges in football.
Where the full breadth of sports comes together, football cannot be missing. At the second edition of the conference, discussions will focus on how football is evolving amid commercialization, digitalization, and changing societal expectations. Over two days, industry leaders at SPORT MARKE MEDIEN will explore the future of sports and present forward-looking concepts.
The Role of Women’s Football and Lifestyle Football
A highlight will be Uli Hoeneß (FC Bayern Munich), who will speak about the economic challenges in national and international football. Topics include rising transfer costs, changing media consumption, new competitions, and the role of the Women’s Bundesliga in FC Bayern’s future strategy.
Peter Morgan (Marketing Director of AC Milan) will illustrate how football increasingly positions itself as a lifestyle. The historic club successfully situates itself at the intersection of sport, fashion, and culture through creative collaborations, such as with Pleasures or the New York Yankees, strengthening its brand identity and reaching new audiences. Benedikt Scholz (Director of Internationalization & Commercial Partnerships, Borussia Dortmund) will provide insights into BVB’s strategic expansion into the U.S. market, the key KPIs driving the club’s approach, and lessons learned from past experiences.
Martin Kallen (CEO, UEFA Events SA) will also present the success factors behind UEFA Women’s EURO 2025, which set a new benchmark for European women’s football with record numbers and groundbreaking sponsorship models.
Leadership Transformation
Jochen A. Rotthaus (former Managing Director of Bayer 04 Leverkusen, TSG Hoffenheim & VfB Stuttgart) will examine the transformation of traditional leadership roles in modern sports business. In the discussion “Career Paths in Sports Business”, former professional footballer Benedikt Höwedes, Michael Meeske (CEO of VfL Wolfsburg), and Patrick Draxler (CEO, Julian Draxler Group) will discuss which skills are critical for leading successfully in football today, and the roles of networks, digital expertise, and international experience.
With these insights, SPORT MARKE MEDIEN brings football’s top figures together in one place, creating a platform for forward-looking visions and exchange among industry leaders. From management challenges to events, sponsorship, and lifestyle, the conference shapes the future of football and, more broadly, the entire world of sports.
More information and registration: www.sportmarkemedien.com
