2026 CONFERENCE PROGRAMME

We kick off TEAMS Europe with a high-level discussion on the state of sports-related travel and the sports events industry as a whole. Hear the latest research available on sports fans, their willingness to travel and what they want out of the experience. And hear from leading event organisers and destinations on their outlook for the year ahead and what headwinds they anticipate the industry facing in the months to come. Come with your questions to make this opening session an interactive experience.

With rising costs, increased scrutiny on public spending and more competition than ever for sponsorship and hosting dollars, event organizers and destinations are under pressure to prove that their events make financial sense. What once passed as a “good idea” now has to stand up to rigorous budget analysis, risk assessment and long-term sustainability planning. This session brings together leaders from national governing bodies, commercial directors, and destinations to pull back the curtain on the real economics of sports-event delivery. Panelists will share how they balance costs and revenues across different markets, structure commercial partnerships, manage financial risk and adapt event models to meet today’s economic realities.

In this session, we explore the remarkable transformation underway in Birmingham, driven not just by ambition on the pitch but by the visionary efforts of Birmingham City Football Club and its ownership group, which features Tom Wagner and NFL legend Tom Brady. Far beyond the boundaries of football, this is a story of urban regeneration, community revitalisation and economic renewal. The centrepiece of this transformation is the club’s recently unveiled design for a new, iconic stadium, set to rise close to Birmingham city centre on a sprawling 125-acre site. Hear from the CEO and infrastructure leader of Birmingham City FC on how this development promises to dramatically alter Birmingham’s skyline, providing a landmark destination that symbolises the city’s evolving identity and will serve as a catalyst for local economic growth.

As Gen Z and Gen Alpha reshape how sport is consumed, shared and valued, a new wave of sports properties is emerging with fundamentally different playbooks. Leagues like DØDS Diving League and E1 motorboat racing are designing events, media strategies, and city partnerships that prioritize cultural relevance, digital-first storytelling, community engagement,and long-term brand building over traditional metrics. In this session, leaders from emerging sports and their partners will share how they’ve built momentum from the ground up—developing compelling live events, attracting broadcast and streaming partners, securing investment and creating sponsor value in a fragmented media landscape. And they’ll explore how these sports are forming deeper, more strategic relationships with host cities.