Sport Marke Medien with exclusive discount code for SGI Europe subscribers

Sport Marke Medien will kick off its second edition in Munich on December 1–2, 2025, positioning itself as one of the most comprehensive and forward-looking industry summits in the German-speaking sports business. Organized by the ESB Marketing Netzwerk, the congress acts as both a think tank and a cross-sport dialogue platform, designed to explore the future of sponsorship, media, technology, and brand management. ISPO Munich again serves as the venue provider and partner.

Following its successful premiere – with over 1,400 attendees, 42 expert forums, and 290 speakers – the 2025 edition will continue to give “the breadth of sport” a dedicated stage.

“Last year’s premiere set an important milestone for the sports business in the DACH region. We clearly see that cross-disciplinary exchange acts as a catalyst for true innovation,” said Hans-Willy Brockes, founder of the congress and CEO of ESB Marketing Netzwerk.

Brands present best-practice cases and long-term strategies

The program features a strong lineup of brands showcasing how they are redefining sponsorship and community engagement beyond traditional activation models.

• Allianz provides insights into its global Olympic partnership and how it engages Gen Z through sport.

• JAKO presents its creator-driven ambassador strategy with Diyar Acar, whose football content reaches over one million TikTok followers.

• TEVEO illustrates how targeted content and community-building turn fans into active brand ambassadors.

• DKB demonstrates how a 20-year commitment across handball, biathlon, e-sports and flag football forms a cohesive, sport-driven brand DNA.

Further case studies from the NBA, Volkswagen, and FC Bayern München show how brands use storytelling, digital formats, and long-term partnerships to build emotional relevance and sustained brand loyalty.

Social impact and new activation formats

Additional sessions highlight how partnerships can generate social value in addition to reach. VIACTIV Krankenkasse and the German Hockey Federation will present their joint approach to combining athletic success with health workshops and prevention programs.

In tennis, La Roche-Posay showcases its “Tennis Club Campaign,” demonstrating how a lifestyle-driven activation can be amplified through strategic collaborations and multi-channel execution.

AI and talent development take center stage

Sport Marke Medien 2025 introduces a dedicated format on Artificial Intelligence and its growing role in sports business decision-making.

“AI in sports is not an end in itself—it’s a tool to manage dynamics, data overload and decision pressure, provided you understand how to use it,” Brockes emphasized.

The congress also continues to address the shortage of skilled professionals in the sector. IST University of Management will again host its talent marketplace, offering companies direct access to qualified young professionals.

The full 2025 program is currently being curated. With its expanded scope and strong partner network, Sport Marke Medien positions itself as a must-attend event for industry stakeholders seeking to shape the next chapter of sports marketing.