MAD//NORTH: Where Northern Culture Meets Sports Marketing π
A look inside the fast growing marketing festival and why it is quickly becoming a must attend for sports execs...
At the end of last month, I joined MAD// NORTH, which brought together thousands of marketers, brand leaders and industry innovators under one roof.
While the event spans everything from media and technology to retail and culture, sport has quickly become one of its most exciting focal points, thanks to their partnership with Sport Industry Group.
Through MAD//Sports and its dedicated networking spaces, the festival offers sports executives a unique environment to connect with the marketing world, explore emerging technologies and tap into the cultural influence that sport now holds across industries.
Speaking with MAD//Sports SVP of global partnerships Ben Phillips, three key themes stood out that define why MAD//NORTH is becoming an essential event for sports professionals πππ
Best,
Gabriel
1οΈβ£ Manchester was not chosen by accident
The theme of the show is Northern Soul. It was also about dispelling the thought that all brand marketing decisions are made in London.
The festivalβs theme of Northern Soul celebrates the regionβs identity as a powerhouse for creativity, culture and sport. Manchesterβs influence spans globally recognised football clubs, a thriving music scene and a rapidly growing marketing and media industry.
2οΈβ£ Sport Runs Through the Entire Festival
MAD Sports is really the jewel in the crown for me. But sport isnβt isolated to one stage. It runs across media, tech, retail and creativity.
MAD//NORTH brings the introduction of MAD//SPORTS Clubhouse, while MAD//Sports had its own dedicated programming, the influence of sport is intentionally spread across the wider festival.
For sports executives, the real value lies in the people attending. MAD//NORTH brings together more than 6,000 delegates, with a strong number being senior brand leaders and decision makers.
3οΈβ£ Where Marketing Insight Meets Sporting Emotion
Marketing understands audience insight and data. Sport brings the emotional moments that connect people.
One of the most compelling ideas explored at MAD//NORTH is how sport now sits at the intersection of technology, marketing and culture.
Spaces like the new MAD//Sports Clubhouse are designed specifically to encourage those conversations in a relaxed setting, moving beyond traditional conference networking.
A Growing Home for Sports Marketing
As the event continues to expand, its focus will remain on bringing together the industries that shape modern sport. Attending MAD//NORTH made it clear why the event is gaining such momentum.
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Looking β¦
Across the two days, the energy around the venue reflected exactly what Phillips described: a collision of sport, culture and marketing all happening in one place.
I had the chance to sit in on several standout talks, including sessions from Gary Neville and Jill Scott, alongside conversations with senior leaders from across the sports and marketing industries.
From marketing and technology to culture and creativity, MAD//NORTH is positioning itself as one of the most important places for those conversations to happen.
π As well as planning a return to Manchester next year, MAD// Sports will also be present again in London this summer (7 - 9 July) π
Taking place over three days, the 2026 edition features superstar speakers, networking, brand innovation pitches, masterclasses, experiential activations, food, drinks, parties and evening entertainment.
Under the theme βThe Human Touch,β it shows how human creativity and technology combine to deliver marketing advantage and is set to welcome more than 15,000 brands and agencies.
Book your place now, and plan around your trip to London using the personalised Summitly Calendar.