A new high-energy hub and the official launchpad for MAD//Sports 2026
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MAD//North is set to debut the MAD//Sports Clubhouse – Powered by Sportradar on Wednesday 25th Februarybringing the sports and marketing ecosystem together in one dynamic space.
Positioned inside The Trading Route, opposite the Aviva Studios, the Clubhouse is the only space to find sports content that bridges the gap between brands and fans. This also kicks off the MAD//Sports 2026 programme, returning to London this summer for its second year, expanded to a full three-day programme.
Not just a stage – a den for disruption
The MAD//Sports Clubhouse isn’t only for the sport industry, we don’t need another echo chamber. This is a high-energy meeting point for intersecting industries where senior leaders, athletes and brands sit closer to challenge the status quo.
Across Day One, attendees can expect:
– The launch of the brand-new “Big Debate” format – extended, thought-provoking discussions tackling the most pressing topics in sport and marketing
– Intimate bar chats and live interviews with athletes
A lounge-style setting designed to spark collaborative connections throughout the day
Sporting voices at the centre of the conversation
The Clubhouse features an exceptional line-up of athletes, brands and industry leaders talking performance, partnerships and the evolving relationship between sport and brands.
– Ella Toone & James Marshall
– Sportradar, Charlotte Henshaw MBE & Matt Richards
– SPORTFIVE, Starling Bank & Chelsea
– Jill Scott MBE & Shaunagh Brown
Together, they will explore how elite athletes are shaping commercial partnerships, redefining influence and helping brands engage audiences in more authentic ways.
More speakers will be announced in the coming days.
The Kick-off for MAD//Sports 2026
MAD//Sports Clubhouse signals the next chapter for MAD//Sports, which returns this summer for its second year. No longer invite only and spanning three full days of programming focused on sport, culture, marketing and innovation.
This first of the 2026 event programme is intentionally curated for a small, senior audience shaping the future of the industry – decision-makers across brands, rights holders, agencies and media.
If you are serious about where sport and marketing are heading next, Day One starts here.
Secure your place
To attend MAD//North and access the MAD//Sports Clubhouse:
- Register here!
- Enter the code SIG20 to receive 20% off your ticket
Spaces inside the Clubhouse environment are intentionally limited.
Make MAD//Sports Clubhouse – Powered by Sportradar part of your Day One experience.
