On Sale Live, an event for sales, marketing and communications professionals working across live entertainment, events, arts, culture and the ticketed experience sectors, has announced that the 2026 edition will be taking place on 15 May at a new venue in Kings Cross, London.
Exploring the theme FUTURE: Future Tech. Future Media. Future Audiences. Future You, in 2026, the event will welcome a larger audience of more than 250 senior decision makers, and will now feature exhibition stands from selected partners.
Early bird tickets will be available from 23 October.
Adam Cunningham, chief strategy officer at Allied Global Marketing, says: "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."
On Sale Live'25Copyright of On Sale Group
Connections, collaborations, and ways to contribute
On Sale Live launched in May 2025 to much applause. Now, its second iteration is set to bring together sales, marketing and communication professionals from across the live ents, events, arts, culture and ticketed experience economy, to explore connections, partnerships, and ways to contribute and learn together.
Spanning theatre, attractions, LBE, festivals, immersive experiences, exhibitions, museums, and consumer events, On Sale Live presents honest and valuable shared learned experience from the industry's leading figures.
The global experience economy is projected to be worth $12 trillion by 2028 (Actionary). It is among the greatest success stories of recent years, and shows no sign of slowing. On Sale Live is the only industry event that dedicates one day to the professionals who work behind the scenes in the experience economy, selling tickets, designing campaigns, and expanding audiences.
On Sale Live'25Copyright of On Sale Group
Informed by feedback from the inaugural 2025 event, the upcoming edition will build on this success to present an enhanced and extended version.
The new venue will include numerous spaces for presentations as well as exhibition booths and networking break-out zones. The capacity is capped at 250 delegates to ensure quality and maximise the potential for conversation and new business.
Four zones have been confirmed. These include Registration, Business & Networking/Community, a space for greeting and connecting, and the Main Stage, which will host panels with industry influencers and keynote speakers.
The Career and Wellbeing zone will offer a holistic and nurturing space, which includes free one-to-one coaching sessions, fostering mental and physical health as a foundation for a long and successful career, while the Case Study Zone will share real-world examples with actionable, helpful advice on all aspects of campaign building.
Empowering the sector
On Sale Group (the business behind On Sale Live) is created and curated by Dawn Farrow, an award-winning and highly respected marketing figure in the experience economy. Her aim is to develop a community that is confident, smart and empowered to make brands famous and commercially successful. As a result, On Sale Live’26 comes with insight and expertise built in.
Dawn Farrow
"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," says Farrow. "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."
Partnership and sponsorship opportunities are now available.
On Sale Live’26 will define and share the key values that shape the industry, and create:
- Community. Bringing together the widest range of marketing, sales and communication experts working within live events and ticketed experiences.
- Opportunity. With possibilities for innovation, training, learning and buying.
- Confidence. Presentations from thought leaders and experts both in and outside of the industry, to share what they are doing, why and how, and how success was achieved and retained.
- Sharing. Fostering collaboration and partnership by empowering individuals to develop their craft, have a richer understanding of the tools available to them, and to understand more about the suppliers serving the sector.
On Sale Group launched earlier in 2025 and has quickly become an established community for sales, marketing and communication professionals working across ‘live’.
The business delivers in-person events, a highly-engaged WhatsApp group, a weekly newsletter and webinars. It also runs The Global Institute of Experience Marketing, a one-day in-person marketing masterclass born out of the feedback from On Sale Live’25.
