MAD//Sports
A bold new event exploring the future of sport, brands, and disruption
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2026 is set to be a HUGE year for sport. Brands are going big on paid media, sponsorship and experiences fuelled by major events, creators + new tech. Sport is having a ‘moment’. Brands want in, rights holders, tech businesses, agencies + publishers have a golden commercial opportunity, so what’s not to love?
MAD//Sports (7-9 July, Truman Brewery) from MAD//Fest x SIG brings the MAD//Fest vibe + world’s top brands to the sports marketing conversation. After making our debut in 2025, we’re going big 2026. Expect a 3 day extravaganza featuring big brands with plans, cool activations, unconventional content, immersive tech networking, deal making, food, drinks, games, competitions, podcasts + more.
MAD//Sports: Bigger and better in 2026
This is the best moment to be around sport. Giving the theme a stage where people can engage and share more is the perfect combination.
Tatti Lindenberg, Chief Brand Officer, Unilever
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