National Sports Forum Conference 2027
Event Date
March 8–10, 2027
Location
Houston, TX
About This Show
AI-drafted summaryThe SBJ National Sports Forum (NSF) is one of the largest annual cross-industry gatherings of sports business professionals in North America. Conceived in 1996, it applied the "league meeting model" to a broad gathering of industry professionals, with the goal of dismantling the silos between the NFL, NBA, MLB, NHL and MLS to foster the exchange of ideas and lifelong relationships. The event is presented by Sports Business Journal and its parent Leaders Group.
The Forum has evolved into one of the largest annual gatherings of sports business professionals, encompassing a diverse array of teams, leagues, sporting events, agencies and brands, and is led by a Steering Committee of more than 20 industry professionals who guide the programming. Attendees typically work in ticket sales, sponsorship, marketing, fan engagement, business development, and diversity and inclusion.
In 2027, more than 1,000 sports professionals are expected to gather in Houston for a three-day immersive, hands-on experience that will include more than 30 breakout sessions, 18 workshops and six main stage sessions. Attendees also gain insider access to some of Houston's most iconic sports venues and participate in robust networking across the three days, March 8-10, 2027.
Show Highlights
The Forum is organized around signature traditions and hands-on programming:
- The Newcomers Breakfast kicks things off on Tuesday morning, with attendees seated at tables of 10 for structured networking and guidance on making the most of the event.
- A Women Sports Leaders Reception follows the opening night cocktail reception in the Trade Show Hall, open to anyone dedicated to elevating women in sports.
- The Project Possible Award (previously the One-Man Foundation Award), presented in partnership with Bonner Paddock and Project Possible, celebrates an individual in the sports and entertainment industry who goes above and beyond to better their community.
- The Budweiser Gala is the festive conclusion to the Forum, hosted at a sports venue with a facility tour, a featured speaker and networking; several awards are presented, including the Budweiser Parney Award, the Alumni Awards, the SAMMY Award and the SBJ Solutions Spotlight.
- The Alumni Awards recognize Forum Family members who have attended 5, 10, 15, 20 and 25 Forums.
Programming focuses on five core pillars: Sponsorship Sales & Partner Activation; Marketing & Fan Engagement; Ticket Sales & Service; Business Development; and Diversity & Inclusion. The 2027 speakers and agenda are scheduled to be announced in Fall 2026.
Attendance
More than 1,000 sports professionals are expected at the 2027 Forum, drawn from ticket sales and service; sponsorship sales and activation; marketing; fan engagement; business development; and diversity and inclusion. Industry segments represented include Leagues & Governing Bodies, Teams, Colleges, Corporate Sponsors & Advertisers, Agencies, Sporting Events, Tournaments, Associations and Sports Commissions, with executives engaged in marketing, fan engagement, ticket sales, corporate sales, hospitality and events, activation, analytics, social/digital/media and more.
Booth Pricing
The event publishes individual registration rates rather than booth pricing. Exhibitor and sponsorship opportunities are handled directly by the organizer. For information on sponsorship opportunities, prospective partners can email advertise@sportsbusinessjournal.com.
Registration
Registration is completed online through the event's Cvent portal, with tiered pricing by sector and registration window:
- Forum Family Rate (available until July 31): $1,195 for Teams and Leagues; $1,295 for all other sectors.
- Early Registration Rate (available August 1 - December 4): $1,395 for Teams and Leagues; $1,595 for Suppliers.
- Standard Rate (Individual Pass): $1,695 for Teams and Leagues; $1,995 for Suppliers.
Special group rates are available for groups of three or more from the same company; to learn more, email attend@sportsbusinessjournal.com. Due to the format of this event, virtual viewing is not available. If you are unable to attend, notifying events@leadersgroup.com no later than 15 days prior to the event start date earns a credit in the amount of the registration fee, less a $295 administrative fee, toward a future Leaders Group event.
History
The SBJ National Sports Forum was conceived in 1996 with the innovative idea of applying the "league meeting model" to a broad gathering of industry professionals, aiming to dismantle silos between the major sports leagues and foster the exchange of ideas and lifelong relationships. Since its founding in 1996, Ron Seaver has welcomed thousands of industry professionals to what the Forum calls the "Forum Family." Over the years it has grown into one of the largest annual gatherings of sports business professionals, spanning teams, leagues, sporting events, agencies and brands, guided by a Steering Committee of more than 20 industry professionals. A notable milestone was the inaugural Project Possible Award (originally the One-Man Foundation Award), first recognized at the 2014 National Sports Forum. The 2027 edition moves to Houston, Texas.
Frequently Asked Questions
When and where is the 2027 SBJ National Sports Forum?
The 2027 SBJ National Sports Forum takes place March 8-10, 2027 in Houston, Texas. The program venue is The Westin Galleria Houston, located in the city's Uptown district.
Who should attend the National Sports Forum?
The Forum is designed for sports business professionals from leagues, teams, colleges, agencies, sporting events, associations and corporate sponsors. Attendees typically work in ticket sales, sponsorship, marketing, fan engagement, business development and diversity and inclusion.
How much does registration cost and how do I register?
Registration is completed online via the event's Cvent portal. Forum Family rates (until July 31) start at $1,195 for teams and leagues and $1,295 for other sectors, with Early rates of $1,395/$1,595 from August 1 to December 4 and standard rates of $1,695/$1,995 thereafter.
What makes the Forum worth attending?
More than 1,000 professionals gather for over 30 breakout sessions, 18 workshops and six main stage sessions, plus signature traditions like the Newcomers Breakfast and Budweiser Gala. Attendees also gain insider access to some of Houston's most iconic sports venues and extensive networking.
Where should I stay for the event?
The host hotel is The Westin Galleria Houston, where a discounted room block has been reserved; the block expires February 10, 2027. The adjacent Westin Oaks Houston at The Galleria and other Uptown/Galleria hotels offer additional nearby options.
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