Manchester, UK – The sports marketing landscape is gearing up for a significant convergence next week with the debut of the MAD//Sports Clubhouse, powered by Sportradar. Opening its doors on , the Clubhouse, located inside The Trading Route opposite Aviva Studios, aims to bridge the gap between brands and fans, and officially launches the MAD//Sports 2026 programme.
This isn’t simply another conference venue. organizers are positioning the Clubhouse as a “high-energy hub” designed to foster disruption and collaboration across industries. The intent is to move beyond the typical echo chamber of sports-specific events, bringing together senior leaders, athletes, and brands to challenge conventional thinking. The launch marks a significant expansion for MAD//Sports, which will return to London this summer for its second year, now spanning a full three days of programming focused on sport, culture, marketing, and innovation.
A Platform for Debate and Connection
Day One of the Clubhouse’s programming will center around the launch of a new “Big Debate” format – extended, thought-provoking discussions tackling the most pressing issues facing the sports and marketing worlds. These discussions will be complemented by more informal “intimate bar chats and live interviews with athletes,” all within a lounge-style setting designed to encourage networking and collaborative connections.
The emphasis on athlete involvement is a key component of the Clubhouse’s appeal. A strong lineup of sporting voices is already confirmed, including Lionesses Ella Toone and Jill Scott, former Red Rose player Shaunagh Brown, and Olympic medalists Savannah Marshall, Matt Richards, and Charlotte Henshaw MBE. These athletes will share insights into performance, partnerships, and the evolving relationship between sport and the brands that support it.
Specifically, the discussions will explore how elite athletes are shaping commercial partnerships, redefining influence, and helping brands connect with audiences in more authentic ways. Organizers have indicated that additional speakers will be announced in the coming days, further bolstering the Clubhouse’s already impressive roster.
Expanding the MAD//Sports Footprint
The MAD//Sports Clubhouse represents the first major event of the 2026 programme, signaling a broader ambition for the platform. Following a successful pilot program at MAD//Fest London, MAD//Sports is expanding its footprint and influence within the industry. The growth reflects a growing recognition of sport as a vital marketing channel, driven by culture, technology, fan engagement, and the rise of social commerce.
The 2026 calendar for MAD//Sports includes two key events: the launch at MAD//North in Manchester, and a fully integrated presence at MAD//Fest London from to . The London event will see MAD//Sports fully integrated across all three days, celebrating creativity, athlete branding, purpose-led sport, and the industry’s most important conversations.
The decision to curate the Clubhouse for a “small, senior audience” underscores a strategic focus on decision-makers – those shaping the future of the sports and marketing ecosystem. This isn’t an event for passive observers; it’s designed for active participants who are ready to challenge the status quo and explore new opportunities.
Access and Registration
Attendance at MAD//North and access to the MAD//Sports Clubhouse requires registration. Interested parties can register via the event website. A discount code, SIG20, is available, offering 20% off ticket prices. However, organizers emphasize that spaces within the Clubhouse environment are intentionally limited, encouraging prompt registration for those seeking to participate.
The MAD//Sports Clubhouse – Powered by Sportradar – aims to be more than just an event; it’s positioned as a launchpad for the future of sports marketing. For those serious about understanding where the industry is heading, Day One at MAD//North promises to be a pivotal starting point.
