Aus­ver­kauft ist keine Stra­te­gie - Was die Mu­sik­bran­che vom Sport lernen kann

The live business is facing new challenges: rising costs and fees are meeting an audience that is becoming more selective about which experiences are worth spending money on. At the same time, expectations around ticketing, fan engagement and the role of sponsors are changing.

Sport is facing very similar challenges, but approaches many of them differently. What can the music and live entertainment industries learn from a sector that has been activating fans more systematically for years, making more consistent use of data and treating sponsorship more strongly as part of the overall experience?

Our panel brings together experts from sport, music and the live business: Carmelo Lo Porto (Velvet Pass), Kilian Hudalla (Kanthak Agency), David Strauß (SV Elversberg), Georg Haas (sports consultant, author & Miasanrot podcaster), Isabelle Wilczek (DERTOUR Sports) and Bobby Marks (truworks / CRO) to discuss concrete best practices – from no-show rates and tour budgeting to ticketing, sponsorship and brand activation.

Because the crucial question is not only how we fill venues, but how to make the live business sustainably and predictably successful.