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Best Startup Events in the Second Half of 2026: The Complete Calendar

The second half of 2026 is packed. Between July and December, there are more than 30 confirmed events worth your time across Europe, the US, and the Middle East, covering everything from AI infrastructure to retail tech, cybersecurity, developer tools, and the full founder-investor circuit.

This is not a list of every conference. It’s a selection built around a single filter: does this event put you in a room with people who can move your company forward? Use it as a planning tool, not a bucket list. A mediocre event on the right date still costs you more than three days OOO.

GITEX AI Europe 2026

📍 Berlin, Germany  |  🗓 30 Jun–1 Jul 2026

GITEX AI Europe returns to Messe Berlin for its second edition, bringing together 25,000+ tech and business leaders, 1,400+ global enterprises and startups, and 600+ investors from over 100 countries. The event runs four co-located programs: AI Everything Europe for real-world AI applications, North Star Europe for startups with a €50,000 equity-free pitch prize, GISEC Europe for cybersecurity, and GITEX Quantum Expo for quantum commercialisation. The first edition in 2025 drew 21,650 attendees and 755 startups.
gitexeurope.com

RAISE Summit 2026

📍 Paris, France  |  🗓 8–9 Jul 2026

RAISE Summit 2026 brings together 9,000+ AI leaders, founders, investors and policymakers at the Carrousel du Louvre in Paris, with 350 speakers, enterprise AI discussions, a startup competition with a €10M+ prize pool, and an AI hackathon drawing 7,000 developers. The 2026 edition adds an invitation-only CxO Summit for Fortune 1000 executives, with closed-door sessions featuring executives from Mercedes, AXA, and Capgemini. Speaker lineup includes Yann LeCun, Mark Cuban, and representatives from OpenAI, Anthropic, and NVIDIA.
raisesummit.com

Love Tomorrow Summit 2026

📍 Boom, Belgium  |  🗓 23 Jul 2026

The fifth edition of Love Tomorrow Summit takes place on 23 July 2026 at De Schorre in Boom, Belgium, the same site as Tomorrowland, on the Thursday between its two festival weekends. The 2026 theme is the future of intelligence: exploring how AI, leadership, and human resilience interact as technological systems accelerate. The Summit brings together 7,000+ attendees across six programming pillars: Impact Entrepreneurship, Natural Intelligence, Science & Technology, Socio-Economic Perspectives, Health & Mindfulness, and Entertainment. There is no equivalent format anywhere on the calendar: a serious impact investing roundtable that ends with a festival.
lovetomorrow.com

LEAP 2026

📍 Riyadh, Saudi Arabia  |  🗓 31 Aug–3 Sep 2026

LEAP 2026 takes place at the Riyadh Exhibition and Convention Center in Malham, bringing together global technology leaders, startups, investors, entrepreneurs, and government organizations from around the world. The 2025 edition hosted 201,000 visitors, 1,800+ exhibitors, and 1,900+ investors with a combined AUM exceeding $22 trillion. LEAP has grown into one of the few places outside Silicon Valley and Europe where you access truly deep pools of sovereign and institutional capital. Not a startup networking event in the typical sense. Worth the trip if MENA or Gulf markets are on your roadmap.
onegiantleap.com

TechBBQ 2026

📍 Copenhagen, Denmark  |  🗓 26–27 Aug 2026

TechBBQ 2026 takes place at the Bella Center Copenhagen on August 26–27, bringing together 10,000+ founders, investors, and innovators from across Europe and beyond. Forbes named TechBBQ one of the hottest startup events in Europe for 2026. The event features dedicated matchmaking, pitch competitions, and a strong life sciences program, particularly valuable given Denmark’s outsized position in European biotech and pharma. The format is known for its deliberately warm, hygge-infused atmosphere: the kind of event where meaningful conversations actually happen rather than badge-scan exchanges. Side events run across Copenhagen throughout the week.
techbbq.dk

IFA Berlin 2026

📍 Berlin, Germany  |  🗓 4–8 Sep 2026

IFA 2026 takes place at Messe Berlin from 4 to 8 September. In its 102nd year, one of the most established consumer electronics and home appliances trade shows globally draws 215,000+ visitors from 140 countries and 1,800+ exhibitors. IFA Next is the dedicated startup zone connecting early-stage companies with investors, global retailers, and tech media. For hardware founders, consumer tech builders, and anyone touching smart home, AI devices, or connected mobility, this is a commercial platform rather than a networking conference. The distinction matters: you come here to sell and to be discovered, not to collect business cards.
ifa-berlin.com

Infobip Shift 2026

📍 Zadar, Croatia  |  🗓 13–15 Sep 2026

Infobip Shift 2026 takes place September 13–15 in Zadar, bringing together developers and engineers from around the world. The 2026 edition welcomes confirmed speakers from NVIDIA and Apple, with central themes covering cutting-edge technology platforms, career growth in tech, and practical AI tools. The 2025 edition gathered 5,500 attendees from 40 countries. The format rewards founders building technical products who need direct access to engineering talent and developer community: the conference where a junior developer can have a casual coffee with a Netflix senior engineer. Relaxed Mediterranean setting, serious technical content.
shift.infobip.com

Big Data & AI Paris 2026

📍 Paris, France  |  🗓 15–16 Sep 2026

Big Data & AI Paris 2026 takes place 15–16 September at Paris Expo Porte de Versailles, held under the High Patronage of the President of the French Republic. The event describes itself as the meeting place for IT and data decision-makers industrialising AI. The 2026 Advisory Board includes Chief Data & AI Officers from AXA France, Suez, and L’Oréal, alongside the CEO of Hub France IA. The program covers enterprise AI deployment, data infrastructure, and an Advanced Computing Village focused on quantum and HPC. Practical, enterprise-first, and with direct access to the senior buyer community in French tech: if you’re selling data or AI solutions into large organizations, the room here is more relevant than most.
bigdataparis.com

NRF 2026: Retail’s Big Show Europe

📍 Paris, France  |  🗓 15–17 Sep 2026

NRF 2026: Retail’s Big Show Europe returns to Paris Expo Porte de Versailles with more than 12,000 attendees from over 60 countries, 4,200 brands, 525 exhibitors, and 200 speakers across three days. The event includes a Startup Hub spotlighting the newest retail tech companies and a House of Innovation Pavilion curating 15 standout startups. If you’re building in retail tech, supply chain, e-commerce, or the future of in-store experience, this is the room with the actual buyers, not just the observers. The event operates under the theme “The Next Now.”
nrfbigshoweurope.com

FDDay 2026

📍 Paris, France  |  🗓 16 Sep 2026

France Digitale’s annual gathering takes place in Paris for its 14th edition. Over 4,500 founders, investors and innovation leaders come together for a full day to discuss the latest trends, close deals, raise funds, and network in a village-like venue in the heart of the French capital. FDDay is built around the founding community, not the press, not the corporates. The 2026 edition brings back the CES Tech Trends track, its first stop on the road to CES 2027. If you’re raising in France or targeting French enterprise customers, your tribe is here and the conversations are unusually candid.
fdday.eu

Scaleup Fest 2026

📍 Budapest, Hungary  |  🗓 16–17 Sep 2026

Scaleup Fest is the go-to gathering for ambitious founders, fast-growing SMEs, and rising scaleups from Central and Eastern Europe. The 2025 edition brought together 300+ startups and scaleups alongside 150+ investors including Speedinvest, OTB Ventures, 3VC, and PortfoLion. The format runs across 3 stages with 8+ workshops and 50+ speakers, combining practical growth content with a curated investor networking program.
thescaleupfest.com

Turing Fest 2026

📍 Edinburgh, Scotland  |  🗓 22–23 Sep 2026

Turing Fest 2026 is a focused summit for early-stage founders and investors, curated around connection rather than pitches. The event deliberately concentrates founders and investors who are actively building and backing companies at the same stage. Limited to 100 investors, maintaining a 2–3:1 founder-to-investor ratio, with Day 2 dedicated entirely to curated 1:1 meetings and a VIP dinner at Edinburgh Castle. All founder applications are reviewed by the team within 48 hours. Small, intentional, unusually efficient.
turingfest.com

DMEXCO 2026

📍 Cologne, Germany  |  🗓 23–24 Sep 2026

DMEXCO 2026 takes place at Koelnmesse on September 23 and 24, bringing together an estimated 40,000 professional visitors, 700+ exhibiting companies, and approximately 1,000 speakers across 17 themed stages. The event is structured around five worlds: Agencies, Commerce, Media, Tech, and Future. The go-to event for martech, adtech, e-commerce, and digital media founders who want direct access to European agency decision-makers, brand CMOs, and retail buyers. The 2026 theme is “Prompting the Future.”
dmexco.com

Bits & Pretzels 2026

📍 Munich, Germany  |  🗓 28–30 Sep 2026

Bits & Pretzels hosts 7,500 founders, investors, and industry leaders for three days of learning and doing business at Oktoberfest. The 2026 edition brings together 1,500+ VCs, 300+ limited partners, and 600+ top executives. Across its history, the event has facilitated over €4.2 billion in capital raised and 21,000 founder-investor meetings in 2023 alone. Days 1 and 2 run at the ICM in Munich. Day 3 moves into a real Oktoberfest tent where every table is a pre-booked meeting of 8–10 attendees. The 2026 theme is “Human After All.”
bitsandpretzels.com

Nova Future Summit 2026

📍 Napa, California, USA  |  🗓 28–30 Sep 2026

Nova Future Summit takes place September 28–30 at the Meritage Resort & Spa in Napa. Co-created by the GSMA and Wing, it is an invite-only gathering for 500 tech and telecom leaders with no press access. The format is built around substantive discussion: two days of Keynote Salons, Boardroom sessions, and structured networking with no exposition and no pitching stages. A delegate pass costs $11,000 and includes two nights’ accommodation. If you’re in connectivity, telco infrastructure, or anything touching the network layer at enterprise scale, this is where the principals convene.
novasummit.com

Innovation Week AI 2026

📍 Prague, Czech Republic  |  🗓 1–3 Oct 2026

Innovation Week 2026 is the largest Czech innovation conference with 11 years of history, taking place 1–3 October in Prague at the ČSOB Campus. Three days, four stages, more than 400 speakers, and an estimated 15,000 participants covering AI, green tech, health and biotech, fintech, and smart cities. The conference brings together startups, investors, corporate partners, and innovators from the Czech Republic and beyond.
innovationweek.ai

Sifted Summit 2026

📍 London, United Kingdom  |  🗓 30 Sep–1 Oct 2026

Sifted Summit is where scaleup founders, operators, and investors come together for honest conversations about what it really takes to scale. The 2026 edition moves to a new venue in Shoreditch, London, and pivots away from panels towards smaller, more focused and interactive formats built for candid discussion and meaningful connection between peers at the same stage. The Financial Times-backed positioning gives this event unusual credibility with European enterprise buyers and later-stage investors.
summit.sifted.eu

One to One IA x Expérience Client 2026

📍 Biarritz, France  |  🗓 6–8 Oct 2026

One to One IA x Expérience Client takes place 6–8 October 2026 in Biarritz. A Comexposium One to One format built entirely around pre-scheduled meetings between senior decision-makers and solution providers: no cold approaches, no random floor encounters. A dedicated Startup Village gives early-stage companies direct access to CX and marketing buyers. The right event if you’re selling into retail, loyalty, e-commerce, or CRM and want conversations with people who control budgets.
1to1-experience-client.com

Les Assises de la Cybersécurité 2026

📍 Monaco  |  🗓 7–10 Oct 2026

Les Assises de la cybersécurité is the essential annual gathering of the cyber community, held in Monaco for more than 20 years. Four days using the Comexposium One to One format: curated meetings between CISOs, IT security decision-makers, and solution providers, with an editorial program built by an independent committee. One of the longest-running cybersecurity events in the French-speaking world. If you’re building in security and want direct access to enterprise buyers rather than a general tech audience, the conversation quality here is a level above most sector events.
lesassisesdelacybersecurite.com

SF Tech Week 2026

📍 San Francisco, USA  |  🗓 5–11 Oct 2026

SF Tech Week runs October 5–11, 2026, presented by a16z. Rather than being confined to a single venue, it is an ecosystem of hundreds of independently hosted events across San Francisco: pitch nights, workshops, hackathons, founder dinners, investor panels, and themed meetups. Not a conference. A city-wide week you build your own program from. Its value is entirely determined by your preparation and who you reach out to before you land.
tech-week.com

Wave by Vento 2026

📍 Turin, Italy  |  🗓 7–9 Oct 2026

Wave 2026 is one of Europe’s most influential tech conferences, taking place at OGR Torino, October 7–9. Confirmed speakers include Dario Amodei (Anthropic), Jony Ive, and John Elkann. The 2025 edition featured Jeff Bezos and Ursula von der Leyen and brought over 15,000 founders, investors, and practitioners to Turin. Rebranded from Italian Tech Week by Vento, Italy’s most active early-stage fund, the new format is visibly more global in ambition and program depth. The OGR Torino venue, a restored 19th-century industrial complex, is itself worth the visit.
wavebyvento.com

World Summit AI 2026

📍 Amsterdam, Netherlands  |  🗓 7–8 Oct 2026

World Summit AI returns to Amsterdam for its 10th anniversary at the Taets Art & Event Park. The event gathers the global AI ecosystem: enterprise leaders, big tech, startups, investors, researchers, policymakers, and AI ethics experts, with 10,000+ attendees, 300+ speakers across 10 tracks, and 100+ exhibitors. Past speakers include Yann LeCun, Yoshua Bengio, and Werner Vogels. Part of World AI Week (5–9 October), which draws over 15,000 people to Amsterdam across 100+ affiliated events. Ten years in, this has the institutional depth the newer AI conferences are still building towards.
worldsummit.ai

How to Web Conference 2026

📍 Bucharest, Romania  |  🗓 7–9 Oct 2026

More than 3,000 entrepreneurs, investors, and technology professionals from over 40 countries are expected at How to Web 2026, with confirmed speakers from OpenAI, Meta, Google, and Stripe, alongside investors from Atomico and Eurazeo. The 2026 theme: “What will you build when you can build anything?” The event opens October 6 with satellite events including an Investors Summit, with the main conference running October 7–8 at Face Convention Center. 50+ side events run throughout the week.
howtoweb.co

TechCrunch Disrupt 2026

📍 San Francisco, USA  |  🗓 13–15 Oct 2026

TechCrunch Disrupt 2026 takes place at Moscone West in San Francisco, October 13–15. The event draws 10,000+ founders, operators, VCs, and tech leaders, with 250+ speakers and 300+ exhibiting startups. The Startup Battlefield pitch competition offers the $100,000 Disrupt Cup and remains one of the most visible early-stage pitch competitions in American tech media. The 2026 edition is structured around three AI tracks: AI in the real world, smart systems, and AI infrastructure. If US press coverage and top-tier VC attention are core to your fundraising strategy, this is a strong option.
techcrunch.com/events/techcrunch-disrupt

Shift AI Europe 2026

📍 Barcelona, Spain  |  🗓 13–14 Oct 2026

Shift AI Europe takes place in Barcelona on 13–14 October 2026, bringing together SaaS founders navigating the shift to AI, AI-native startup founders building new software categories, and investors deploying capital into AI software. Born from the retirement of the SaaStock brand, it’s built on a direct thesis: the per-seat model is structurally finished and founders need a new playbook. 8,000 curated 1:1 meetings are pre-scheduled before you arrive; every meeting has context, none are cold. It’s the first edition. Worth watching closely to see whether it builds the community SaaStock once had.
europe.shiftai.events

Cosmetic 360 2026

📍 Paris, France  |  🗓 14–15 Oct 2026

Cosmetic 360 is the international innovation trade show for the cosmetics and perfumery industry, organized by Cosmetic Valley and held each October at the Carrousel du Louvre. It brings together international decision-makers around the latest technological advances, emerging trends, and innovations across the entire sector. Niche by design, global by reach.
cosmetic-360.com

UNLEASH World 2026

📍 Paris, France  |  🗓 20–22 Oct 2026

UNLEASH World 2026 takes place October 20–22 at the Paris Convention Centre. One of the most influential HR and workforce technology events globally, the main conference runs across 7 stages on Days 2 and 3 with an exhibition floor, product discovery, and startup showcases. Day 1 is reserved for senior HR leaders: curated Summits & Salons at the Shangri-La Paris and hosted Expeditions inside leading employers across the city. Over 90% of the Fortune 500 has attended UNLEASH.
unleash.ai/events/unleash-paris

Oslo Innovation Week 2026

📍 Oslo, Norway  |  🗓 19–23 Oct 2026

Oslo Innovation Week connects Oslo’s startup and innovation ecosystem to the world, 19–23 October 2026. Oslo’s 3,000 startups and scaleups span renewable energy, health tech, the circular economy, and ocean tech. Five days across the city, umbrella format, hundreds of side events organized by incubators, investors, and corporates. Strong for climate tech, ocean tech, and energy founders targeting Nordic institutional capital, and for anyone who wants to understand what serious sustainability investment looks like at the government-backed level rather than the conference-panel level.
oiw.no

Valencia Digital Summit 2026

📍 Valencia, Spain  |  🗓 21–22 Oct 2026

VDS celebrates its ninth edition at the City of Arts and Sciences in Valencia on October 21–22, welcoming over 12,000 attendees from more than 120 countries. The event connects 3,000 startups and scaleups with more than 1,500 corporates and hosts 800+ global investors managing over €300 billion in assets. The 2025 edition generated €26 million in economic impact on Valencia, a 29% increase on the prior year, with attending startups projecting €560 million in follow-on financing from connections made at the event. VDS has also built one of the more credible Europe–Latin America bridges in the circuit. The 2026 theme is “Origin of What’s Next.”
vds.tech

Web Summit 2026

📍 Lisbon, Portugal  |  🗓 9–12 Nov 2026

Web Summit Lisbon 2026 is confirmed for November 9–12 at the Altice Arena and FIL exhibition centre in Parque das Nações. November 9 is a pre-conference day for mentorship, startup workshops, and early networking. The event draws 70,000+ attendees from 160+ countries across 20+ content stages spanning AI, fintech, healthtech, climate tech, and the creator economy. Scale and noise in equal measure. Go with a clear agenda or you’ll spend four days running between halls. The startup exhibition and PITCH competition remain the best reasons for early-stage founders to make the trip, along with Night Summit, the after-hours program across Lisbon’s bars and restaurants where many of the real conversations happen.
websummit.com

Slush 2026

📍 Helsinki, Finland  |  🗓 18–19 Nov 2026

Slush 2026 takes place November 18–19 at the Helsinki Expo and Convention Center, Messukeskus. November 17 is an official Day 0 featuring Investor Day and a dedicated founders program. The event gathers 12,000 founders, investors, and media, with over $4 trillion in assets under management represented by attending investors and more than 25,000 meetings expected over the two days. Slush is a not-for-profit run by students and graduates with 1,700 volunteers. Startup tickets from €395, investor passes from €1,095. One of the best events in Europe for curated founder-investor meetings. Book your 1:1s before you land in Helsinki.
slush.org

GITEX Global 2026

📍 Dubai, UAE  |  🗓 7–11 Dec 2026

GITEX Global 2026 marks a fresh chapter as it relocates to the Dubai Exhibition Centre at Expo City Dubai, a $2.7 billion venue expansion. GITEX and Expand North Star come together in one location for the first time, creating a single integrated platform spanning the full global innovation ecosystem. The 2026 edition opens December 7 with the new GITEX Scale Summit, a high-level dialogue on AI economies and global tech policy, followed by four days of exhibition from December 8–11. Over 200,000 attendees from 180+ countries, 6,800 exhibiting companies, and 400+ government entities are expected.
gitex.com

Dates confirmed from official event websites as of June 2026. Some events may update their programs, so verify directly with organizers before booking travel. Have an event that should be on this list? Let us know.

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9tlabs team at JEC World
Events 1 week ago

A startup event strategy needs the same discipline. Spend enough time around (deep-tech) startups and you start noticing a familiar pattern. The same founders appear at event after event: a composites conference this week, a startup competition the next, followed by an investor summit, a sustainability conference and another pitching session. The logic is understandable. Young companies need visibility, customers and investors, and there is always the hope that the next event will provide the breakthrough introduction. The problem is that events can very quickly become an activity rather than a strategy. Teams return with business cards, LinkedIn connections and a sense of having had many interesting conversations, yet surprisingly little changes in the months that follow. For startups, where both cash and management attention are scarce resources, this is an expensive habit. I prefer to think about events through the lens of sport. A serious athlete does not try to peak every weekend. A season is built around a small number of A-events: the competitions where performance really matters. Everything around them is preparation. Startups should approach their event calendars in much the same way: select a limited number of events, understand exactly why they matter, prepare for them months in advance and then execute with intensity. Building your brand versus going where your customers are There are, in my view, two main reasons for a startup to attend events. The first is to build a brand, which for a young industrial company is largely about building trust. An established supplier enters the market with years or decades of history, references and relationships behind its name. A startup has none of that. Particularly in composites, where qualification cycles are long and customers are understandably cautious about introducing new materials and manufacturing technologies, familiarity matters. For a startup, brand building is ultimately trust building. This is why a composites startup should establish itself visibly within the composites ecosystem. JEC World in Paris is the reference. This is where I experimented a lot to master the game when I was leading the marketing and business development activities at 9T Labs – see picture above. Depending on geographic priorities, CAMX may play a similar role in North America, alongside relevant events in China and regional events in markets such as DACH, India or Southeast Asia. At these industry events, I would encourage startups to be relatively broad. Speak with suppliers, potential customers, competitors, investors and people from applications you may not yet have considered. Explain the technology in depth. The objective is not only to generate immediate leads, but to anchor the company in people’s minds as a serious part of the composites industry. This is also where I believe having your own booth matters. If brand building is one of the objectives, visibility cannot be an afterthought. Many manufacturing and materials companies still take a fairly conservative approach to exhibition design, which actually creates an opportunity for startups. Make the company visible from a distance. Bring parts, samples and, where practical, machinery. Demonstrate the technology rather than covering the walls with paragraphs explaining it. Give visitors something they want to touch, discuss or photograph. You are a startup. You do not have to look like everybody else. And at the events where you are building your brand, you probably should not. The second reason for attending events is much more targeted: meeting the people who can move the business forward. Once a startup has selected its beachhead markets, its event strategy should follow those customers. If aerospace is a priority, composite events alone are not sufficient; you should also consider events such as the Paris Air Show or Farnborough. If aircraft interiors are specifically relevant, Aircraft Interiors Expo in Hamburg may be far more valuable than another general innovation conference. Find the reference events in the markets you have decided to win. And go where your customers go. The physical presence can be different there. You are not necessarily trying to build a major aerospace brand; you are trying to become a trusted supplier to aerospace companies. A smaller booth, a national pavilion, a startup zone or an association stand may therefore be entirely sufficient as a base for demonstrations and meetings. As customer relationships mature, an even stronger form of presence becomes possible: being represented on the booth of a customer or partner. If an established customer displays a component incorporating your technology and identifies you as the supplier, the credibility effect is difficult to replicate with your own marketing. You are no longer telling the market that the customer trusts you; the customer is demonstrating it publicly. Four A-events, prepared like campaigns Once the industry and end-market calendars have been mapped, prioritization becomes critical. My recommendation for most startups would be to identify no more than four genuine A-events per year. This does not mean attending only four events. There will always be smaller conferences, investor meetings and local gatherings worth visiting. But an A-event is different: it is an event around which a significant part of the organization aligns and for which the company is prepared to go all in. Four such events already mean running roughly one major campaign every quarter, because the event does not begin when the exhibition doors open. A-level events should be approached as two- to three-month campaigns, with the exhibition days at the heart of a much broader engagement effort. Proper preparation starts months earlier and should be reverse-planned from the event date. Four to six weeks before the event, for example, a startup could organize a webinar around a topic closely related to the problem it solves. Better still, where appropriate, it could host a small event at its own facility. The purpose should not be to spend 45 minutes explaining why the startup is wonderful. Bring in an external expert, a customer or a research partner. Share useful data or discuss an industry challenge. The aim is to aggregate a community around the problem where the company has something

The most digital companies in the world are opening coffee shops
Startups 3 weeks ago

The AI industry runs on GPUs, APIs and Discord servers. So why is an AI insurance startup valued at $4 billion signing a lease for a 24/7 café in Shoreditch? Corgi, the San Francisco insurtech that raised three rounds in eight weeks this summer (TechCrunch, July 2026), already runs two 24-hour cafés in San Francisco and Atlanta. Its London location on Great Eastern Street opens this month, with five more planned including New York (Sifted, July 2026). The pitch: give founders a place to work at 3am, and sell them AI liability insurance while they sip a “Brexspresso.” Is it working? The Mercury News reported in April that the San Francisco café was running at a loss with zero conversions to the insurance business (via Wikipedia). Investors funded three more rounds anyway. That tells you something about what the market believes physical presence is worth right now. AI companies are becoming event organizers Corgi is the extreme case. The pattern is everywhere. Anthropic held its first Code with Claude conference in May 2025 as a single-day event in San Francisco. One year later, it became an international tour: San Francisco on May 6, London on May 19, Tokyo on June 10, with a second SF day added because demand from independent developers exceeded capacity (Anthropic). OpenAI’s DevDay returns to San Francisco on September 29. ElevenLabs ran its Global Hackathon across 30 cities simultaneously last December and launched its own Summit. Lovable’s community events page lists hackathons from Barcelona to Bradford to Tbilisi, funded with credits and swag. Stripe, the company that made online payments invisible, now runs two event franchises: Stripe Sessions at Moscone Center in April, plus Stripe Tour, a global one-day roadshow hitting Paris, New York and other major cities. Even the investors backing these companies have become organizers. a16z presents Tech Week, a decentralized conference series across New York, San Francisco and Los Angeles that reached more than 740 events in New York alone in 2024 (Tech:NYC). The firm also runs a16z Build, an invite-only program of private dinners and retreats designed to connect early builders. A venture firm operating a citywide event franchise and a curated dinner circuit is a firm that treats community as an asset class. These are field marketing budgets that would have gone to paid social five years ago. When every feed is flooded with AI-generated content, a room full of verified humans becomes the scarce asset. The companies building the flood know this better than anyone. The money agrees While AI companies build community from scratch, institutional capital is buying live events at scale. Liberty Media completed its €4.2 billion acquisition of MotoGP in July 2025, adding it to a Formula One Group that also includes F1 and hospitality business Quint (Liberty Media). KKR acquired Superstruct Entertainment, operator of more than 80 festivals including Sziget, Sónar and Wacken Open Air, in a deal reported at €1.3 billion (Music Business Worldwide, June 2024). CVC joined as co-investor a few months later. And Ari Emanuel raised more than $2 billion from Apollo, RedBird and the Qatar Investment Authority to launch Mari, a holding company built to buy events: the Miami Open, the Madrid Open, Frieze, Barrett-Jackson (Bloomberg, October 2025). This week, Mari agreed to acquire ATG Entertainment, owner of 70 theaters across Broadway and the West End, in a deal reported at $6 billion (Axios, August 2026). “Live has only grown more powerful,” Emanuel said in the announcement. Read that list again. Sports, festivals, art fairs, theater. The smartest money in media is converging on one thesis: attention earned in person compounds in a way digital attention no longer does. What this means for founders Here is the contradiction worth sitting with. The companies automating knowledge work are the ones investing hardest in rooms, coffee and handshakes. They understand that when intelligence becomes a commodity, trust becomes the product. And trust still gets built face to face. For startup founders, the lesson is practical. Your customers, your investors and your future hires are recalibrating where they spend their scarce in-person time. The events that win their calendar slots will be smaller, more curated and more expensive to ignore. Where the two worlds meet If you work at an AI company or a scale-up that just discovered field marketing, here is the uncomfortable truth: the event industry has been perfecting this craft for decades. The people who run Web Summit, VivaTech or MWC have solved problems you are about to encounter, from audience acquisition costs to sponsor ROI to the logistics of moving 100,000 people through a venue. That is the room Sesame Summit puts you in. It is the conference of conferences: our annual gathering in Biarritz where leaders from Europe’s top event organizers meet the startups, investors and tech companies betting on IRL. Disclosure: I organize it, so read this with that in mind. But if the smartest money in media is paying billions for audiences that show up in person, spending two days with the people who build those audiences seems like a reasonable shortcut. If your company is doubling down on events this year, what would you want to learn from the organizers who have been doing this for 20 years?

Crowded exhibition hall with an empty startup village, only one startup exhibitor active.
Events 3 weeks ago

Picture this. A strategy director at a major exhibition calls with six weeks to go before the show. The brand new startup area has sold exactly one booth. The show runs on a multi-year cycle, so a failed launch means the whole concept probably gets cancelled before it gets a second chance. This is a composite of several conversations I’ve had this year, and the pattern is always the same. The organizer builds a startup area, assigns it to the existing sales team, waits, panics, then calls for help when the calendar has already decided the outcome. The diagnosis is simple: startup acquisition is a different business than exhibitor sales. Most organizers discover this too late. Here are the five reasons why. 1. They sell square meters to companies that buy outcomes A corporate exhibitor renews a booth the way it renews an insurance policy. There’s a budget line, a history, a floor plan discussion. The sales conversation is about location and dimensions. Startups have none of that. They buy pipeline, investor meetings, and proof that the show is worth their time. And their time is expensive: my rule of thumb is two full prep days for every event day, more if the team is small or the show is far. A founder deciding between your startup area and a customer roadshow is running an ROI calculation, and a rate card doesn’t answer it. A sales team trained on renewals and floor plans doesn’t speak this language. It’s nobody’s fault. It’s a different job. 2. They start the clock six months too late Startup areas usually get scoped after the main floor is sold. The launch lands a few months, sometimes a few weeks, before the show. Founders don’t work like that. They lock their event strategy two or three quarters ahead, because attending well requires prep: outreach, meeting scheduling, demo logistics, travel. A six-week sprint is competing against decisions that were made in the spring. The paradox is that organizers know this about their corporate exhibitors, who book 12 to 18 months out. Somehow the assumption becomes that startups, the most resource-constrained companies on the floor, can be converted on short notice. 3. They design the offer around what they can administer Here’s a real example, anonymized. One show’s main startup offer was a 60 percent discount, funded by a national grant. Great deal. One catch: only domestic startups qualified for it, at an international show. The offer wasn’t designed around the buyer. It was designed around available paperwork. The addressable pool shrank to a fraction of the relevant ecosystem, and everyone else got a full-price booth with no story attached. Startup offers that work are built the other way around: define which companies belong on that floor, then engineer the package (price, format, visibility, matchmaking) that makes their decision easy. Administration comes second. 4. They confuse margin kept with money made This one stings, because I’ve watched it happen twice this year. An organizer works with a partner on startup acquisition, hits targets, then decides to insource the next edition to keep the full margin. On a spreadsheet, it’s savings. In reality, the target gets missed, the area sits half-empty, and the organizer comes back mid-campaign asking for rescue. Some results are still possible at that point. The results a proper campaign would have delivered are gone. The full cost of insourcing shows up later: lost booth revenue, a weaker visitor experience in that zone, and a startup program that gets cancelled for “lack of demand.” Against that, the partner commission was the cheapest line on the P&L. 5. They run a program where they need a pipeline Startup acquisition compounds. Alumni come back. Competition applicants become exhibitors. Founders talk to each other, and a good experience at one edition sells the next one. None of that happens inside a one-off project. It requires a multi-year cadence: scouting, competitions, curated programs, follow-up between editions. Shows on two or four year cycles feel this the hardest, because a standalone approach means restarting from zero every single time, with a new team and no institutional memory. What compounding looks like JEC World, the composites industry show in Paris, is the counter-example, and yes, they’re our client, which is exactly the point. The startup work there is a bundle, built over multiple editions: a startup competition that lowers the barrier for first-time startup exhibitors, an Investor Day that brings capital to the floor and gives founders a concrete ROI reason to attend, and a startup village that gives them a curated home inside a very large show. Each piece feeds the others. Startups apply because clients & investors are there. Investors come because the startups are curated. And the ones that grow don’t disappear: they graduate into regular exhibitors. That’s the part most organizers miss. A startup exhibitor is just a first-time exhibitor. Treated well, they’re the cheapest exhibitor acquisition channel you’ll ever have. Treated as filler for a leftover corner of the floor plan, they don’t come back, and neither do the ones watching. The question for organizers If you run a show with a startup area, ask yourself one thing: is it a strategy or a floor plan decision? If the honest answer is the second one, here’s my prediction. The area launches late, gets staffed by a team hired to sell something else, underperforms, and quietly disappears from the next edition. The internal conclusion will be “startups don’t work for our show.” The real conclusion is that the approach didn’t. Startups work fine. They’re just customers who need to be sold to like startups. Disclosure: Sesamers sells startup acquisition and curation services to event organizers. JEC World is a client. Read accordingly.

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