The SPORT MARKE MEDIEN summit takes place in Munich on November 30 and December 1, 2026, as the event relocates to the Serviceplan Group’s House of Communication.
Inside the Munich House of Communication
The sport business industry descends on Bavaria for a summit focused on the strategic integration of sports partnerships into brand management and marketing, according to MarketingScout. The event aims to address how companies can move beyond traditional sponsorship to create emotional brand experiences.
Corporate Giants Tackle Sponsoring Next Level
MarketingScout reports that the program highlights the connection between sponsorship, content creation, and sales distribution. Featured companies, including Polestar, KFC, BRACK, Marc O’Polo, Schöffel, Continental, Blackroll, and STIHL, are scheduled to provide insights into their current marketing and sponsorship strategies.
A dedicated segment titled “Sponsoring Next Level” will be led by the S20 – The Sponsors’ Voice initiative. This session features representatives from Allianz, Adidas, and Coca-Cola, who will discuss evolving approaches to sports sponsorship.
ADAC Motorsport Forum Examines Commercialization
The event will host the ADAC Motorsport Forum for the third time, which examines the motorsport industry's economics and strategy. Discussions are slated to cover commercialization, innovation, and new brand partnerships.
Specific sessions include:
- WRC and STOWA: Arne Dirks, CMO of WRC Promoter, and Daniel T. Roy, CEO of Tempus Arte Group, will discuss the partnership between the watch brand STOWA and the World Rally Championship.
- Wempe and Formula 1: Chiara Wempe will present the motorsport strategy for the jeweler Wempe, while Wiktor Stopa, Head of Growth at Revolut, will outline the company’s involvement with the Audi Formula 1 team.
- Industry Advocacy: The German Motor Sport Federation (DMSB) is expected to present a new position paper advocating for improved economic and political framework conditions for motorsport in Germany.
ESB Marketing Network Navigates ISPO Shift
The summit is organized by the ESB Marketing Network, which operates a business platform for sport, entertainment, and marketing. This year’s venue change follows the relocation of the ISPO trade show, which previously hosted the event but has moved its operations to Amsterdam, with a scheduled date of November 4–5, 2026.
Who Should Attend the 2026 Summit?
Who should attend the 2026 summit?
The event is designed for marketing executives, brand managers, and professionals in the sports and media sectors. It is specifically targeted at those looking to integrate sport into their broader communication strategies or seeking to understand the measurable impacts of sponsorship on brand awareness and customer loyalty.
What is the role of the DMSB position paper?
The paper serves as a strategic document intended to influence the future of the German motorsport industry. It calls for better political and economic support to ensure the sector remains competitive and commercially viable.
How does the 2026 event differ from previous years?
The primary change is the location. Unlike previous years when the summit was embedded within the ISPO trade show, the 2026 edition will take place independently at the House of Communication in Munich.