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On December 1 and 2, 2025, Sport Brand Media will once again bring together leading figures of the sports industry in Munich. As both a think tank and a congress, the event within ISPO Munich stands for fresh impulses, a broad range of topics, and cross-sport dialogue.
Munich – With Sport Brand Media, ISPO and the ESB Marketing Network opened a new joint chapter 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 foundation of the industry summit. The topics are developed in advance within think tanks together with sports organizations, and their results feed directly into the congress program.
After a successful premiere with over 1,400 participants, 42 expert forums, and 290 speakers from across the sports ecosystem, the congress returns to ISPO Munich this December. In 2024, Sport Brand Media provided representatives from 24 sports disciplines with a platform for exchange – setting new standards for the industry dialogue.
The idea of giving “the breadth of sport” a home was met with great enthusiasm: “With last year’s premiere, we set an important milestone for the sports business in the DACH region. We can clearly see that cross-disciplinary exchange acts as a catalyst for true innovation,” says Hans-Willy Brockes, founder of the congress and CEO of the ESB Marketing Network.
From Olympic partnerships to influencer strategies
Best-practice cases from Allianz, JAKO, TEVEO, the NBA, Volkswagen, and FC Bayern Munich illustrate how brands use storytelling, partnerships, and digital strategies to reach new audiences and build long-term brand loyalty.
Allianz provides insights into its Olympic partnership and how it inspires younger target groups through sport. TEVEO demonstrates how community-building on social media fosters brand loyalty. JAKO board member Tobias Röschl explains how the company, together with football creator Diyar Acar, reached more than one million TikTok followers—creating a powerful brand presence in the process.
Focus on Artificial Intelligence and emerging talent
With a new format, Sport Brand Media will place even greater emphasis on the growing importance of AI. The event provides a dedicated framework to explore how artificial intelligence is transforming the sports business.
“AI in sports is not an end in itself—it’s a tool to manage dynamics, data overload, and decision pressure, provided you truly understand how to use it,” says organizer Hans-Willy Brockes.
Another key topic remains the shortage of skilled professionals in sport. Once again, the IST University of Management will bring its talent marketplace to Munich, creating a dedicated space within the congress for companies to connect with qualified young professionals.
The full program is currently being curated. Sport Brand Media is a must-attend event for anyone who wants to actively shape the future of sports marketing.
More information and registration: www.sportmarkemedien.com
