Sportel Monaco 2026 to focus on AI and brand integration

The 2026 edition of Sportel Monaco, scheduled for October 19–21, will focus on how artificial intelligence and technological innovations are transforming the production, distribution, and monetization of sports audiovisual content. The event aims to help rights holders and broadcasters convert AI capabilities into economic value amidst rising rights acquisition costs.

A significant structural addition to the event is the launch of the CMO Brand Programme, held in collaboration with Qualcomm. This initiative seeks to integrate brands earlier into the sports media ecosystem by involving them in discussions regarding content, audience data, and value creation, rather than treating them solely as post-rights inventory buyers.

The exhibition is already 80 percent sold out, with over 80 exhibitors expected. Confirmed attendees include major industry entities such as FIFA, the NFL, LaLiga, ESPN, and AWS. Additionally, the organization announced an international expansion strategy, including a planned event in Toronto, Canada, in March 2027.