New model
Raccoon takes a sporting lead at ISPO
K-based Raccoon Media
U
Group is to assume operational leadership of ISPO, the world’ s largest trade event for the sporting goods and outdoor industry, following a new partnership deal with Messe München. A new joint venture will see key figureheads from Messe München transfer into the leadership structure under Raccoon direction.
From 2026, ISPO will start with a new strategic concept, working towards a new event date of 3-5 November at new venue the RAI Amsterdam.
A € 3m investment programme has been announced, comprising:
• € 1m into advocacy, supporting notfor-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
• € 1m into a world-class content programme.
The reimagined ISPO will begin with The ISPO Leaders’ Summit, a
C-suite conference. Speakers lined up include: 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).
Following will be a two-day exhibition, uniting the global sporting goods, winter and outdoor community under one roof.
The 2025 ISPO Show ran in Munich, 30 November-2 December, under Messe München’ s stewardship.
Mike Seaman, group CEO of Raccoon Media Group, commented:“ By combining the rich heritage and reputation of ISPO with our forward-thinking, community-driven
Left: 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 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 added that the Sports and Outdoor market in Europe had fragmented over the last decade and needed a cohesive platform to discuss key issues, network and do business.
“ 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. EW
Shaping a future-proof Messe model
Kai Hattendorf reacted to the Raccoon acquisition in Germany by analysing how a German Messe is re-programming its industry DNA with British partners:
ermany’ s industries
G have long been known for something very German: tradition, precision, excellence – from automotive to exhibitions. Yet as markets shift and audiences evolve, leadership now depends less on process and more on partnerships, adaptability and creative
34 Issue 6 2025 www. exhibitionworld. co. uk