SPORTEL Monaco 2026 Concludes as Global Sports Industry Sets Agenda for 2027
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The international sports business community gathered in the Principality this week for SPORTEL Monaco 2026, solidifying the event’s role as the premier global summit for sports media, technology, and commercial partnerships.
Over three dynamic days, the 36th edition of the convention drew 1,962 industry professionals, 780 companies—including 166 first-time participating organizations—and representatives from 73 countries. The gathering served as a high-stakes dealmaking hub and a platform for strategic discussions on media rights, fan engagement, and broadcasting innovations.
CMO Brand Programme Makes High-Impact Debut
A major addition to this year’s agenda was the launch of the CMO Brand Programme, hosted in collaboration with Qualcomm Technologies. The invitation-only roundtable gathered senior marketing leaders, including Ashish Babu (CMO Global Markets, TCS), Paddy Carberry (Guinness Global Marketing Manager, Head of Sport, Diageo), Rory Miller Cheevers (Partner & Executive Director, Revolut), and Garrett Ponder (Head of Brand Partnerships and Activations, Qualcomm).
The panel examined the shifting dynamics of sports sponsorships, urging brands to move beyond passive logo placement toward authentic, hyper-local community integration.
“Extending into more of the marketing lens… gives an opportunity to have a conversation with rights holders [and] broadcast folks on-site to have a mutual understanding of how deals are structured,” said Garrett Ponder, Head of Brand Partnerships and Activations at Qualcomm. “It allows us to think differently around the innovation that’s necessary within deal structures and how we can all come together to improve the way we’re reaching the global fanbase.”
Navigating a Fragmented Media Ecosystem
The broader Conference Summit brought together executives from industry heavyweights—including Bruin Capital, YouTube, SURJ Sports Investment, LALIGA, AWS, IMG, JioStar, Deltatre, ViewLift, Qualcomm, Revolut, and Diageo—to address the market forces reshaping global sports tech and media.
In a keynote discussion with media consultant Evan Shapiro, Pedro Pina, Vice President EMEA at YouTube, highlighted the necessity of cross-sector collaboration.
“The world of sports and the world of media is changing literally every day. There’s new formats coming up, new viewership models, and new ways of being in the market,” Pina said. “The only way for all the different parties of an ecosystem going through so much change to find a path together is to open up the dialogue, to meet, and to exchange views.”
Next-Gen Tech and Fan Experiences
On the exhibition floor, technology providers showcased innovations designed to transform live sports consumption. Among the key highlights, Dolby introduced a specially equipped vehicle on the floor to demonstrate its cutting-edge, immersive automotive audio technology tailored for sports broadcasting.
SPORTEL Monaco 2026: Key Metrics
- Total Attendees: 1,962
- Participating Companies: 780 (including 166 new companies)
- Countries Represented: 73
- Regional Breakdown:
- Europe: 48.61%
- Africa, Middle East & Oceania: 20.83%
- Asia: 18.06%
- Americas: 12.50%
Next Stop: Toronto 2027
Building on the momentum of the Monaco summit, Marine Picoulet, Executive Director of SPORTEL Monaco, announced the next phase of the organization’s global expansion: SPORTEL Canada, set to take place in Toronto on March 23–24, 2027.
“Year after year, SPORTEL evolves alongside the sports media industry, creating new opportunities for the people and businesses shaping its future,” Picoulet stated. “Building on this momentum, we are excited to bring the SPORTEL experience to Canada… reflecting our ambition to strengthen our presence across key international markets and continue connecting the global sports business community.”