A conference held at the Hungarian House of Sports was attended by more than 70 participants - invited domestic and international guests, as well as MASÜSZ members (companies and sports organizations) -...
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The future of sports is not only decided on the field. The Hungarian House of Sports hosted the II. MASÜSZ SportUp event, which this time also presented the latest trends, innovations and...
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The Hungarian Sports Business Association (MASÜSZ) and the Healthier Workplaces Association (EMEGY) have entered into a long-term strategic partnership to promote...
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The Hungarian Sports Business Association (MASÜSZ) goal from the beginning has been unchanged: to handle sports, business, and human well-being in one system. This approach is more relevant today than ever, as it has become clear in the sports world that what is needed is not just a simple tool change, but a real change in thinking.
The winners of the next period will be those who think in new business models, open up to innovation and well-being, and are able to reinterpret their operations at the system level. MASÜSZ plays an active role in this: it not only talks about change, but also offers practical solutions to it.
The next stop of this attitude change is the III. MASÜSZ SportUp, which will take place on May 12, 2026. One day, where the future of sports takes shape: innovation, business development, and human-centered well-being meet in one place. At the event, the leaders, decision-makers, partners, and sports professionals open to the future will meet to shape the next era of sports together. This is not a traditional conference, but a real thought-forming professional platform. Round tables, meaningful dialogues, new connections, and immediately usable knowledge await the participants along the two flagship programs of MASÜSZ: SportWellbeing360® and SportBusiness360®.
• workplace well-being and performance in sports
• economic sustainability and business stability
• innovation and new operating models
• competitiveness based on human values
The number of places is limited.
Don't just hear about the future of sports – be there,
where it's being shaped.
Those who are there will see the next era of sports first.
| 09:30–10:00 Arrival - registration, guest reception, business networking |
| 10:00–10:08 MASÜSZ Presidential Welcome The new strength of sports organizations today lies in knowledge, well-being, innovation, and cooperation. The MASÜSZ SportWellbeing360® and SportBusiness360® programs offer a new perspective and practical solutions for development. Don't miss out on the future - shape it with us! |
| 10:08–10:43 SportBusiness360® – Roundtable Business Value from Sports Data – Data, Digital Revenue, and New Growth Models One of the largest untapped resources of sports organizations today is data. How can revenue, more efficient operation, and better decision-making be built from fan, ticket sales, social media, and partner data? The discussion will focus on data-driven operations, digital revenue opportunities, personalized fan experiences, and new growth models for the sports business. + Q&A |
| 10:43–11:00 SportBusiness360® – Presentation Merchandise as a revenue engine Start small, build smart, think big! How can fan experience become a stable source of revenue, a strong brand and long-term growth? Inspiring ideas, working examples and immediately applicable opportunities for sports organizations. |
| 11:00–11:40 SportBusiness360® – Interactive Strategic Forum New growth areas in the sports economy – sports sponsorship, merchandise, and marketing communication How are new consumer habits, digitalization, and the appreciation of fan experience transforming the sports market? What new opportunities do sports sponsorship, merchandise, and marketing communication offer today? The interactive forum presents new-generation sponsorship models, fresh brand-building tools, and experience-based revenue solutions through practical examples. |
| 11:40–11:55 SportBusiness360® – Presentation AI and Sports – Sports Law Aspects Artificial intelligence is opening a new era in sports – but is the legal environment keeping pace? AI is already present in performance analysis, data management, communication, and the use of photo and image elements. The presentation focuses on data protection, copyright, image usage, liability issues, and future regulatory trends. |
| 11:55–13:00 Premium networking brunch Not just a break - an opportunity to build connections with decision-makers, partners, and future-shaping players in the sports industry. Often, the most valuable collaborations are born here. |
| 13:00–13:30 SportWellbeing360 – Roundtable Workplace environmental culture and health culture in sports How to create a workplace environment that supports well-being, efficient operation, and high performance? The discussion focuses on the most important challenges and solutions of modern sports workplaces: mental balance, sleep and regeneration, stress management, motivation, team cohesion, leadership, and burnout prevention. A balanced operation is also contributed by the appropriate legal background, which creates security, predictability, and stable organizational frameworks. Practical discussion on how well-being can become a real competitive advantage. + Q&A |
| 13:30–13:45 SportWellbeing360 – Presentation Wellbeing-oriented design of internal workplace spaces The work environment is no longer just a functional space, but one of the determining elements of performance, well-being, and organizational culture. The presentation shows how the space can support focus, motivation, regeneration, and teamwork – with ergonomics, lighting, acoustics, and inspiring community spaces. |
| 1:45–2:00 SportBusiness360 – Presentation Fan management One of the greatest values of modern sports is the fan community. But how can a long-term committed, active, and returning community be built from fans? The presentation introduces the latest trends in fan engagement, digital communication, community building, and revenue growth. |
| 14:00–14:35 SportBusiness360® – Roundtable Economic sustainability in sports: TAO in a different way, ESG The future of sports is now measured not only in results, but also in sustainable and conscious operations. How can the TAO system be reshaped with a new approach? What role does ESG play in the operation, financing, and market perception of sports organizations? ESG is no longer just a corporate trend, but a competitiveness factor in the sports industry as well. It is increasingly important for sponsors, supporters, partners, and fans that a sports organization represents what kind of social responsibility, how it operates transparently, and what kind of environmental approach it builds on. The discussion focuses on innovative marketing and financing models, responsible operations, resource efficiency, support opportunities, and ESG-based future building. A practical, insightful roundtable on how sustainability can become a real business advantage in sports. + Q&A |
| 14:35–15:10 SportBusiness360® – Roundtable Sports business protocol, negotiation techniques, sports leadership, and business self-branding In the world of sports business, it's no longer enough to make good decisions – they must also be represented authentically and effectively. The discussion focuses on the business appearance of sports leaders, personal brand building, networking, and confident negotiation techniques. Practical knowledge that can be utilized immediately at the negotiating table as well. |
| 15:10–15:15 Closing thoughts and next steps What do those who attended take away – and how do they gain an advantage over those who missed out. |
| 15:15–16:00 Networking – with refreshments, in the sign of health and wellbeing |
Limited seating available.
Don’t just listen to the future of sports—be in the room where it happens.
Be among those who get a first look at the next era of sports.
The participation option for members is free and provided as personal participation with registration, for non-members it is ticket purchase, while online viewers can follow the conference through the SportIn streaming service.
On the SportUp, members have the opportunity to participate in person in the lecture hall, which is free, but requires registration.
Not for MASÜSZ members, we provide ticket purchasing opportunity. With personal participation in the all-day event.
Registration for SportUp is handled via email.
When applying, please provide the following billing information:
Company name, Tax number, Phone number, Email address
Number of tickets to be purchased.
Following your application, an invoice will be sent to the email address provided. Your participation will be confirmed upon receipt of payment, at which point a confirmation email will be issued.
Please note that capacity for the III. MASÜSZ SportUp is limited; therefore, ticket sales will close once all available places are filled.