MAD//Fest, the UK’s most distinctive marketing festival, has teamed up with SIG to launch MAD//Sports, a brand-new event that will explore how brands can navigate the fast-moving and evolving world of sport

Taking place as part of this year’s MAD//Fest London, MAD//Sports will unite leaders from sport, media, marketing, and culture to unpack the seismic shifts reshaping the global sporting landscape—from evolving fan behaviours to tech disruption, new ownership models, and the ever-expanding role of sport in culture and society. 

With the theme ‘Helping brands navigate the evolving sports landscape’ MAD//Sports will serve up a fast-paced day of big-name speakers, bold debates, and original content designed to challenge the status quo and spark fresh ideas. 

The launch of MAD//Sports marks the first collaboration between MAD//Fest and SIG, the UK’s most influential sport business network and the team behind the annual Sport Industry Awards — widely recognised as the most prestigious commercial sports awards in the world. Now in its 25th year, the star-studded event attracts over 1,600 senior industry figures, athletes, and decision-makers from across business, politics, and media to celebrate the very best work in sport. 

SIG sits at the very heart of the UK sport sector, proudly supporting its global impact by bringing the industry together through world-class events, leading editorial content, and a unique network that spans every corner of British and international sport. 

Luke Wilcox, Content Director at MAD//Fest, said: 

“Sport is one of the most dynamic arenas for brands right now—and it’s changing fast. Whether it’s the rise of athlete creators, tech-fuelled fan experiences, or the commercial power of women’s sport, MAD//Sports will explore how brands can play a meaningful role in the next era of sport.” 

Dylan Pugh, Managing Director at SIG, added: 

“Sport is evolving, and brands don’t want to be left behind. With a unique power to create emotional connections with fans, and a growing influence on culture and society, it is essential for brands to keep up with its ever-changing landscape. Through our unrivalled network in sport, the inaugural MAD//Sport event will unite the industry’s most influential players with the MAD//Fest community to share insights, spark debate, and build new connections.”

MAD//Sports will take place on 3 July as part of MAD//Fest London at The Old Truman Brewery. More information, including speaker announcements and ticket details, will be released soon.