UK-based Raccoon Media Group will assume operational leadership of ISPO, the world’s largest trade event for the sporting goods and outdoor industry. The initiative comes under a new partnership deal with Messe München. As per the joint venture, key figureheads from Messe München will transfer into the new leadership structure to help deliver the new future-facing vision.
From 2026, ISPO will start with a new strategic concept, refined event date of 3-5 November, avoiding key international holidays and aligning more strategically with buying cycles, as well as a new venue with a relocation to the RAI Amsterdam.
The partners say the move opens the doors to a more globally connected marketplace and supports accessibility to a broader international audience. The concept represents a significant strategic shift designed, the partners say, to futureproof the event for the evolving demands of the global sports and outdoor market.
As part of this transformation, a €3m investment programme has been announced, comprising:
- €1m into advocacy, supporting not-for-profit organisations that protect the natural environments in which people play, increasing participation and safeguarding the grassroots of the sports industry
- €1m into a global hosted buyer programme, ensuring robust ROI for exhibitors and attendees while strengthening international business opportunities
- €1m into a world-class content programme, designed to deliver cutting-edge insight, thought leadership and education across the sports and outdoor ecosystem
The reimagined ISPO will begin with The ISPO Leaders’ Summit, a C-suite conference bringing together global industry leaders. The Summit will have confirmed speakers including Jimmy Chin (filmmaker and mountaineer), Hap Klopp (founder, The North Face), professor Laura McAllister (vice-president of UEFA), Andy Rubin (deputy chair, Pentland Group), John Lacey (CEO, Burton) and Pia Heidenmark Cook (former group chief sustainability officer Ingka/IKEA) to shape the strategic agenda for a year of growth and innovation across the industry.
Following will be a two-day exhibition, uniting the global sporting goods, winter and outdoor community under one roof.
The 2025 event will see ISPO Show in Munich run under Messe München’s stewardship, with the newly established joint venture company taking the helm post-2025. For the first time in the event’s history, rebooking for the following edition will be available onsite.
Mike Seaman, Group CEO of Raccoon Media Group, commented: “We are incredibly proud to take ISPO into its next chapter. By combining the rich heritage and reputation of ISPO with our agile, forward-thinking, community-driven approach, we are creating an event that not only reflects the future of sport and the outdoors but actively shapes it. Our investments in advocacy, hosted buyers and content underline our commitment to delivering tangible value for the entire industry – from grassroots organisations to global brands.”
Seaman continued: “The Sports and Outdoor market in Europe has fragmented over the last decade and needs a cohesive platform to discuss key issues, network and do business. In the USA we have seen the reduction in trade shows and the subsequent effects on the industry and associations – all during a time when advocacy and communal voice is needed the most on key issues like public lands. We need to build ISPO into an event that is necessary and needed by the Sports and Outdoor Community. ISPO should help to protect the places we play, unite the industry and inspire the next generation of brands, leaders and businesses and that’s exactly what we plan to deliver.”
“We respond to market changes with care and consideration. The joint venture with Raccoon Media Group is a real new beginning and brings opportunities for the continuation of our traditional event. The focus on the growth of our major events at home and abroad strengthens our global market position as a top trade fair company. The industry will benefit from the partnership and receive important impetus,” said the two CEOs of Messe München, Stefan Rummel and Dr Reinhard Pfeiffer, in a joint statement.
Photo: L-R: Mike Seaman, group CEO at Raccoon Media Group; Doug Emslie, chairman Raccoon Media Group; Stefan Rummel, co-CEO at Messe Munchen and Harald Kirchschlager, executive director corporate strategy & development at Messe München
Source: www.exhibitionworld.co.uk
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