MAD//Sports Clubhouse Launch: Sport & Marketing Hub – 20% Off Tickets

A new hub for the intersection of sports and marketing is set to launch in London, signaling a significant evolution for the MAD//Sports programme. The MAD//Sports Clubhouse – Powered by Sportradar, will debut on Wednesday, February 25th, aiming to foster collaboration and challenge conventional thinking within the industry.

A Launchpad for Innovation

Located inside The Trading Route, opposite Aviva Studios, the Clubhouse is designed to be a unique space where brands and fans connect through sports content. This launch also marks the beginning of the MAD//Sports 2026 programme, which will return to London this summer as an expanded, three-day event.

Did You Know? The MAD//Sports 2026 programme will span three full days, a significant expansion from its previous iteration.

Beyond the Industry Echo Chamber

A Space for Disruption

The MAD//Sports Clubhouse isn’t intended to be another industry-specific gathering. Instead, it’s positioned as a meeting point for diverse sectors, bringing together senior leaders, athletes, and brands to challenge existing norms. Day One will feature the launch of a new “Big Debate” format, offering extended discussions on key issues, alongside intimate interviews with athletes and a lounge-style setting designed to encourage networking.

Sporting Voices Take centre Stage

A notable lineup of athletes and industry leaders will participate in the Clubhouse’s opening, focusing on performance, partnerships, and the evolving relationship between sports, and brands. Confirmed participants include Ella Toone & James Marshall, representatives from Sportradar including Charlotte Henshaw MBE & Matt Richards, SPORTFIVE, Starling Bank & Chelsea, and Jill Scott MBE & Shaunagh Brown. These individuals will explore how athletes are shaping commercial partnerships and influencing brand engagement.

Expert Insight: The emphasis on athlete voices and authentic engagement suggests a growing recognition within the industry that successful brand partnerships require a deeper connection with the values and narratives of the sports world.

Looking Ahead to 2026

The Clubhouse launch is a key step in the development of MAD//Sports, which is evolving beyond an invite-only event. The expanded programme will focus on sport, culture, marketing, and innovation. This initial event is specifically curated for senior decision-makers across brands, rights holders, agencies, and media. A possible next step could be to broaden the scope of the event in subsequent years to include a wider range of industry professionals.

Secure Your Place

Registration for MAD//North and access to the MAD//Sports Clubhouse is now open. Attendees can register here and receive a 20% discount with the code SIG20. Spaces within the Clubhouse are limited.

Frequently Asked Questions

What is the MAD//Sports Clubhouse?

The MAD//Sports Clubhouse – Powered by Sportradar is a new space designed to bring the sports and marketing ecosystem together, located inside The Trading Route, opposite Aviva Studios.

When does the MAD//Sports 2026 programme return?

The MAD//Sports 2026 programme returns this summer for its second year, expanded to a full three-day programme.

Who is scheduled to speak at the Clubhouse launch?

Ella Toone & James Marshall, Sportradar (Charlotte Henshaw MBE & Matt Richards), SPORTFIVE, Starling Bank & Chelsea, and Jill Scott MBE & Shaunagh Brown are among the confirmed speakers.

As the sports and marketing landscape continues to evolve, how important are these types of collaborative spaces in shaping its future?