ON SALE LIVE’26 BACK FOR AN EVEN BIGGER SECOND YEAR.
Published by Conference News 14th October 2025
Networking, Training and Development for Marketing and Communication Professionals across the Live Ents, Events and Ticketed Experience Economy
14th October, London: On Sale Live, the industry event dedicated to the sales, marketing and communications professionals working across live ents, events, arts, culture and the ticketed experience industry announces it will take place again on 15th May in 2026.
Sign up to register for early bird tickets, on sale from 23rd October.
"On Sale Live brings together the most forward-thinking voices in ticketed events and I’m thrilled to be part of that dialogue. In a world saturated by content and accelerated by AI, live experiences aren’t just surviving, they’re becoming the most powerful signal of cultural relevance." Adam Cunningham, Chief Strategy Officer at Allied Global Marketing reflecting on On Sale Live’25.
Having launched to great acclaim in May 2025, On Sale Live’26 returns for a second iteration, offering sales, marketing and communication professionals from across the live ents, events, arts, culture and ticketed experience economy connections, collaborations, and ways to contribute and learn together. From Theatre to Attractions, Location-Based Entertainment to Festivals, from Immersive Experiences to Exhibitions and Museums to Consumer Events, On Sale Live gives delegates access to honest and valuable shared learned experience from key players at the top of the industry involved in selling tickets, growing audiences and building campaigns.
The global experience economy is projected to be worth 12 trillion dollars by 2028 (Actionary). It is one of the biggest success stories of recent times and shows no sign of losing momentum. On Sale Live is the only industry event to dedicate a day to the professionals behind the scenes across the experience economy, selling the tickets, building the campaigns and growing the audiences.
The 2026 return of On Sale Live has taken feedback about all the best parts of the inaugural event and used them to improve and extend the second version, promising delegates more of what they need in this highly competitive market.
What’s new?
· Theme: FUTURE: Future Tech. Future Media. Future Audiences. Future You
Explore where the industry is heading and how to stay ahead of the curve.
· New venue:
An entire space in a venue at the heart of King’s Cross
· Bigger audience:
Now with 250+ senior decision-makers who are shaping the future of ‘live’.
· Introducing exhibition stands:
For the first time, a few limited partners will have the chance to showcase their brand, product or service at dedicated stands. It’s the perfect way to be seen by the right people.
As well as multiple areas hosting presentation opportunities, the fantastic new venue will provide space for exhibitors alongside networking break-out zones and a capped capacity of 250 delegates to ensure the quality of attendees and possibilities for conversation and new business are maximised.
The confirmed Zones in which activities and education will take place are:
· Registration, Business & Networking/Community: A focus on bringing people together and creating positive synergy and interconnectedness. Greeting people as well as connecting them. An area for exhibitors to introduce themselves and their businesses and for professionals to learn more about what is happening in the industry.
· Main Stage: The centre stage hosting panels with industry influencers and keynote speakers. Sharing of learnings and tricks of the trade from across the live experience network and across the marketing mix – expect strong opinions and some surprising revelations!
· Career and Wellbeing: An emphasis on how to develop your career by building skills, personal brand and confidence. Free 1 to 1 coaching sessions promoting mental and physical health as a foundation for a long and successful career. A holistic and nurturing environment in which to achieve growth and knowledge.
· Case Study Zone: Real life examples of what works. Practical and helpful advice and measurement for building better campaigns including the applications of data, digital marketing, communications, PR and a mixture of all of the above.
Dawn’s vision to build a confident, smart and empowered community in order to make brands famous and commercially successful means On Sale Live’26 comes with built-in insight and pioneering experience.
Dawn says: “Our pilot event could not have been received with more positivity and it’s with this feedback that we have launched On Sale Live’26.
Sales, marketing and communication professionals (in-house, agency and freelance) work tirelessly to deliver. They are frequently working in isolation and under pressure with little time to explore what new technology they could be adopting to drive sales, how they could be learning from other parts of the experience economy and how they could be learning new skills to support their career progression. I could not be more proud that we now have a forum that is able to focus on this.
We know how valuable On Sale Live’25 was and so after a year of running multiple events and growing our online community, I can’t wait for us to all come together in 2026.”
OnSaleLive’26 will establish and share core values that impact all aspects of the industry:
· Create Community: A forum that brings together the broadest range of marketing, sales and communication specialists working within live events and ticketed experiences.
· Create Opportunity: Provide opportunity for innovation, training, learning and buying.
· Create Confidence: Present thought leaders and experts from in and outside of the industry to share what they are doing, why and how, finding out how success was achieved and retained.
· Create Sharing: Empower individuals to develop their craft, have a better understanding of the tools available to them and understand more about suppliers serving the industry. Encourage a spirit of collaboration and partnership.
Ends
NOTES TO EDITORS:
Date 15th May 2026
Address Kings Cross, London
Website www.OnSale.Live
Instagram @Dawn.OnSaleGroup
Register for discounted Early Bird tickets and for all sponsorship enquiries www.OnSale.Live
Sponsorship: now open. Contact Head of Partnerships: mihir@onsalegroup.com
About OnSale’26
On Sale Group (the business behind On Sale Live) is created and curated by Dawn Farrow, an award-winning and highly respected marketing figure across the experience economy.
Launched earlier in 2025 On Sale Group has quickly become the go-to community for sales, marketing and communication professionals working across ‘live’. The business delivers work through in-person events, a highly-engaged WhatsApp group, weekly newsletter and soon-to-be announced webinars.
Earlier this year On Sale Group launched The Global Institute of Experience Marketing (www.TheGIEM.com) operating in both London and Birmingham. The one day in-person masterclass is the only marketing course that meets today’s campaign and sales challenges for live experience marketers and was born out of the feedback from On Sale Live’25.
Dawn Farrow - Bio
Dawn Farrow is a global leader in experience marketing, with over 36 million tickets sold for live shows, immersive experiences, and cultural events including Squid Game: The Experience and Friends: The Experience.
As a consultant she helps brands and creators unlock the $12 trillion experience economy by turning moments into movements blending data, psychology, and storytelling to drive growth.
A trusted voice in the industry, Dawn shows how to go beyond selling tickets to building communities, loyalty, and cultural relevance.
Dawn is also the creator of On Sale Live and founder of the Global Institute of Experience Marketing and was recently described in the media as “The accidental architect of a live experience revolution”.