San Francisco showed us what’s possible when the right people are in the same room.
During Super Bowl Week, together with Jung von Matt SPORTS (jvm.com/offices/jvm-sports/), we hosted our own Sports Marketing Summit.
Not a side party.
Not a panel for the sake of it.
A room built around one idea:
From Football to Football.
American Football × European Soccer.
NFL × Bundesliga.
Super Bowl Week × Road to the World Cup 2026.
More than 100 senior leaders joined.
Decision-makers from clubs and leagues.
Global brand marketers.
Creatives shaping culture across sports.
And the conversations were honest.
Not recycled slides.
Not surface-level trends.
We talked about:
- The road to the FIFA World Cup 2026
- How brands actually earn fan attention in 2026
- Why relevance beats reach
- What U.S. and European leagues can learn from each other
The lineup brought real perspective:
- Horst Bente (adidas, AD Legacy)
- Grace Ling (Design Buddies)
- Tom Julian (Bundesliga International)
- Isabelle Van Coevorden (Seattle Seahawks)
- Ryan Huzjak (Pittsburgh Steelers)
- Marc Lingenhoff (Borussia Dortmund)
- Alex Benton (Jung von Matt SPORTS)
- Laura Diedering (act.3)
Special thanks to Jona Angaman for always jumping in and helping bring these events together.
Steelers met Dortmund.
NFL met Bundesliga.
And it felt like we had only scratched the surface. Here’s what stood out to me.
If you couldn’t join us in San Francisco, here’s a short recap of what the event felt like.
Here’s what stood out to me.
When you create the right room, proximity beats programming.
People don’t need louder events. They need better ones.
- Smaller rooms.
- Clear context.
- Real perspective.
- Shared ambition.
That’s what this felt like.
By the end of the day, one question kept coming up:
Is this the beginning of a recurring JVM × BDX format?
Super Bowl LIX is behind us.
World Cup 2026 is ahead.
Momentum favors the bold.
And we’re continuing this format in Germany, another curated room with the right mix of people and perspective.
Details here.
And if you want insights like this every week, subscribe here.
One more thing… we did something slightly crazy at the Super Bowl. We bought our own Super Bowl TV spot. More on that next week.
See you next week ✌️
Benjamin
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