17. Hamburg Congress on sports, economy and media,4 and 5 September 2017

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The „International Hamburg Congress on Sports, Economy and Media“ was launched in 2002 to support the city´s bid for the Olympic Games 2012 and 2024. Since then the congress focuses on sport events and their impact on economic, communicative and socio-political processes in metropolitan regions.


KEY TOPIC 2017: ”Sports Events 4.0 – The virtual reality of sports“

The future of the media coverage of sport will be shaped by the digitalization of stadiums, sport event areas and competition sites. New communication technologies during the reporting process will change the interaction opportunities between event organizers, athletes and spectators. This may have an effect on media-friendly rules or competition dramaturgy.


E-games are already emerging as an attractive alternative to traditional sports, Digitalization of sporting services are innovating the market, use of augmented reality tools may change consumer behavior and can create a new type of involvement in events.


In addition to the key-topic, self-diagnosis through wearable technologies are creating new competition formats between individuals and groups of people based on online platforms like Runtastic etc. This development carries opportunities as well as risks.


Alongside the main topic, we are happy to announce a partnership for this year’s congress with the „International Association for Communication and Sport“ (IACS). The IACS will be included in the congress with one panel/session related to sports communication in a digitalized sport world organized by members of IACS.


The IACS is one of the most important research groups in the field of sports communication with about 150 members from around the world. The annual IACS summits are amongst the most important academic conferences on sports and communication. Founded 2012 in the US, the IACS is a world-wide network of scientists, practitioners and institutions dedicated to the practice, instruction, and study of sport as a communicative phenomenon. The IACS is committed to academic inquiry and pedagogy that reflects the full range of methods, theories, and contexts represented by scholars of communication and media as well as professionals and practitioners of sport communication.


The congress will take place on 4 and 5 September 2017 at the Hafen City University Hamburg, immediately following the 29th Summer Universiade in Taipei (Taiwan – 19 to 30 August 2017), which will set new standards in digital communication, and immediately before the EASM Congress in Bern (Schweiz – 5 to 8 September 2017).



Hochschulsport Hamburg Hochschule Macromedia


host of the conference

HafenCity Universität


sponsored by

Sport begeistert Hamburg Bundesinstitut für Sportwissenschaft


media partners

Sporting Hamburg Verband Deutscher Sportjournalisten e.V.



Deutsches Forschungszentrum für Künstliche Intelligenz GmbH, DFKI DVS Deutsche Olympische Gesellschaft - Landesverband Hamburg Ghostthinker