October Special — 50% off Spotlights and exhibitor listsSee prices
    Diese Seite wurde automatisch übersetzt. (Deutsch)Auf Englisch lesen

    Dates

    18–19 Nov 2026

    City / country

    Hamburg, Germany

    Venue

    Volksparkstadion

    Time

    10:00 AM – 6:00 PM

    20 Floor Picks

    Matched booths for Merchandising Messe Hamburg

    Get my picks

    Stellen Sie aus auf?

    Geben Sie Ihre geschäftliche E-Mail ein, um Ihr erstes Exclusive Spotlight kostenlos zu erhalten.

    Spotlights entdecken
    Register / Buy Tickets

    Are you the organiser of this event?

    Event overview

    Overview

    The Merchandising Messe Hamburg (MMHH) is the leading trade fair for merchandise, licensing, and branded products in the sports, entertainment, and industrial sectors.

    Over 100 exhibitors present their latest merchandise and licensing products annually.

    The event attracts more than 1,000 professionals from sports, music, entertainment, and industry for networking and business opportunities.

    TL;DR

    1. 1Event Dates: Merchandising Messe Hamburg 2026 runs 18-19 November at the Volksparkstadion in Hamburg.
    2. 2Scale: More than 100 exhibitors and over 1,000 trade visitors gather at one of Europe's leading merchandising fairs.
    3. 3Buyer Authority: Entry is reserved for trade professionals from football, ice hockey, handball and basketball leagues as well as sports and purchasing associations.
    4. 4Sector Focus: Licensed sports and entertainment merchandise, printing, marketing and retail sourcing in a single two-day forum.
    5. 5Venue and Access: Held in the VIP area of the 57,000-seat Volksparkstadion, reached by S-Bahn with limited on-site parking.

    Why visit

    Merchandising Messe Hamburg gives buyers a focused two days to source licensed sports and entertainment merchandise, meet over 100 suppliers and compare print, personalisation and retail solutions in one place. Event Dates: Merchandising Messe Hamburg 2026 runs 18-19 November at the Volksparkstadion in Hamburg. Scale: More than 100 exhibitors and over 1,000 trade visitors gather at one of Europe's leading merchandising fairs.

    Why exhibit

    Exhibiting at the MMHH provides unparalleled visibility to a targeted audience of industry professionals. Scale: More than 100 exhibitors and over 1,000 trade visitors gather at one of Europe's leading merchandising fairs. Buyer Authority: Entry is reserved for trade professionals from football, ice hockey, handball and basketball leagues as well as sports and purchasing associations. Sector Focus: Licensed sports and entertainment merchandise, printing, marketing and retail.

    Attendees, exhibitors & solutions

    Who this event is for

    Visitor profile

    Typical attendee groups you can expect to meet.

    Marketing and merchandising professionals from sports teams
    Industry leaders in entertainment and media
    Retail buyers and brand managers
    Licensing agents and consultants
    Event organizers and promoters
    Corporate sponsors and partners

    Exhibitor profile

    Main supplier and exhibitor segments present at the show.

    Merchandise manufacturers and suppliers
    Licensing agencies and consultants
    Retail brands and distributors
    Event marketing companies
    Technology providers for merchandising solutions
    Design and branding agencies

    Product categories

    Key solution areas showcased across the event.

    Sports merchandise and apparel
    Licensing products for entertainment
    Promotional items and giveaways
    Branded merchandise for corporate clients
    Innovative merchandising solutions and technologies
    Sustainable and eco-friendly merchandise options

    Location & Facilities

    Venue

    Open in Google Maps

    Volksparkstadion

    Hamburg, Germany

    Parking: Free parking available for visitors and exhibitors.

    Attend

    Entry & tickets

    Trade-only
    Free registration

    Event days & opening times

    DayOpening hours
    18 November –10:00 AM – 6:00 PM
    19 November –10:00 AM – 6:00 PM
    Register

    Who runs the show

    Organisers

    MCG GmbH

    EmailWebsite

    How the last edition performed

    Previous edition

    Current edition

    1,000 visitors · 100 exhibitors

    Forecast — not final

    Testimonials

    The MMHH has shown excellent development. Networking, innovation, and trends are why we are here.

    Kürsad Bostan · Director of Merchandising & Licensing · FC Bayern München AG · 2025

    We are proud to be part of this fair for the 16th year now.

    Tillmann Grove · Managing Director · MCG GmbH · 2025

    Collaboratively exploring markets and developing the right assortments for the right customers.

    Thomas Huth · Sales Manager · BVB Merchandising GmbH · 2025

    Impact

    A bigger and stronger platform

    The Merchandising Messe Hamburg (MMHH) is the leading trade fair for merchandise, licensing, and branded products in the sports, entertainment, and industrial sectors. Over 100 exhibitors present their latest merchandise and licensing products annually. The event attracts more than 1,000 professionals from sports, music, entertainment, and industry for networking and business opportunities. The MMHH connects professionals in merchandising, licensing, and marketing, fostering collaboration and showcasing innovative.

    Audience quality

    High-value decision-makers

    Visitors typically include Marketing and merchandising professionals from sports teams, Industry leaders in entertainment and media, Retail buyers and brand managers, Licensing agents and consultants. Event Dates: November 18-19, 2026. Location: Volksparkstadion, Hamburg, Germany. Over 100 exhibitors showcasing innovations. More than 1,000 visitors expected. Merchandising Messe Hamburg attracts an audience aligned with the organiser's published visitor positioning.

    Exhibitor outcomes

    Real business growth

    Exhibiting at the MMHH provides unparalleled visibility to a targeted audience of industry professionals. The MMHH connects professionals in merchandising, licensing, and marketing, fostering collaboration and showcasing innovative products and trends. It serves as a vital platform for networking and business development in the industry. Exhibitor categories include Merchandise manufacturers and suppliers, Licensing agencies and consultants, Retail brands and distributors, Event marketing companies.

    Intelligence

    Market context

    Key market insights, trends, news and related events to help you understand the bigger picture.

    Hamburg, Germany — Northern Germany's port, media and sport-business hub inside the EU single market (Schengen Area, euro currency). The city anchors a dense cluster of professional clubs, sports associations, agencies and retail buying groups that feed demand for licensed and fan merchandise, and its port and logistics links make it a practical sourcing base for North European distribution.

    Why it matters

    Attending Merchandising Messe Hamburg on 2026-11-18 to 2026-11-19 in Hamburg lets buyers and specifiers benchmark suppliers, see live demonstrations, and compress months of vendor meetings into one focused trade visit — worthwhile when your category roadmap aligns with the official exhibitor profile.

    Industry trends

    Key trends shaping this market and its wider industry.

    01

    Digital buyer journeys

    Trade buyers now research suppliers online and arrive with a shortlist, using digital catalogues, product finders and pre-booked meetings.

    02

    Sustainability in procurement

    Environmental criteria such as recycled materials, ethical sourcing and carbon reporting are entering merch buying policies at clubs and retailers.

    03

    Licensing and fan engagement

    Sports and entertainment brands keep extending revenue through licensed merchandise and direct-to-fan ranges.

    04

    Regional supply-chain resilience

    Buyers are diversifying suppliers and value partners with dependable European production, stock and short lead times.

    05

    Hybrid engagement models

    Live meetings stay central, but digital follow-up and year-round supplier portals extend the commercial conversation after the event.

    Sports merchandising and licensing circuit

    Book hotels and meetings 8–12 weeks before opening day; the Hamburg show sits alongside autumn/winter licensing and sports-business events, so diaries and travel should be aligned early.

    Clubs, licensees and retail buyers covering sports merchandise typically pair Merchandising Messe Hamburg with Europe's leading sports-business, licensing and promotional-product fairs to compare product ranges, licensing terms and service coverage across markets.

    Pre-show

    Confirm exhibitor meetings and product demos for Merchandising Messe Hamburg; align diary with ISPO Munich and Brand Licensing Europe if licensing deals are in scope.

    Show week

    Hall walk-throughs, custom-kit and textile demonstrations, licensing discussions and supplier negotiations in and around the Volksparkstadion.

    Peer events are established sector fairs and congresses; dates and venues are published on each organiser's website.

    Plan your trip

    Travel & logistics

    Local currency · EUR

    Arrival airports

    Choose from the following airports, with convenient access to the event and venue.

    HAM

    Hamburg Airport (Helmut Schmidt)

    Primary gateway for the show, with direct flights from most European hubs. S-Bahn S1 reaches Hamburg Hauptbahnhof in about 25 minutes (HVV single ticket around EUR 3.70); continue on S-Bahn toward Stellingen/Bahrenfeld, then bus or a 15–20 minute walk to the Volksparkstadion. Taxis to the stadium run roughly EUR 45–55.

    ~18 km

    to venue

    30–40 min by car off-peak

    by car

    BRE

    Bremen Airport

    Useful secondary gateway with low-cost and regional connections; direct trains from Bremen Hauptbahnhof to Hamburg Hauptbahnhof take about an hour, then local S-Bahn onward to the venue district.

    ~120 km

    to venue

    1 h 15 min by car

    by car

    HAJ

    Hannover Airport

    Option for travellers arriving via Hannover; ICE/IC trains cover Hannover–Hamburg in roughly 1 h 15 min and connect to Hamburg's S-Bahn network for the final leg to Bahrenfeld/Stellingen.

    ~150 km

    to venue

    1 h 40 min by car

    by car

    BER

    Berlin Brandenburg Airport

    Long-haul hub alternative; ICE trains Berlin–Hamburg take around 1 h 45 min, then S-Bahn to the venue. Practical for intercontinental arrivals routing through Berlin.

    ~280 km

    to venue

    ~3 h by car or about 2 h 15 min by train

    by car

    Hotel tiers

    A range of accommodation options near the venue and across key areas.

    tier
    Volksparkstadion area

    Not yet confirmed

    Breakfast and parking available; walking distance to the venue.

    tier
    Volksparkstadion area

    Not yet confirmed

    4-star hotel with restaurant, bar and parking.

    tier
    Volksparkstadion area

    Not yet confirmed

    Budget option with free Wi-Fi, free parking and breakfast.

    tier
    Hamburg city center

    Not yet confirmed

    Mid-range hotel with bar and parking; short S-Bahn ride to the venue.

    tier
    Altona

    Not yet confirmed

    Hotel in the Altona district on the western side of the city.

    Local transport

    Get around the city with these convenient transport options.

    S-Bahn / U-Bahn

    Estimated costApprox. EUR 3-4 per HVV single journey; day tickets available (confirm current zone pricing)
    Best forS-Bahn and U-Bahn services to the Altona / Stellingen area, then bus or a walk to Volksparkstadion

    Around a 20-minute walk from nearby S-Bahn stations via Luruper Chaussee and Stadionstrasse. Public transport is recommended on event days.

    Taxi / ride-hail

    Estimated costApprox. EUR 25-35 from Hamburg central station (confirm with the operator)
    Best forDirect to Volksparkstadion, Sylvesterallee

    Journey time roughly 20-30 minutes depending on traffic; drop-off near the stadium entrances.

    Car / parking

    Estimated costParking approx. EUR 5-10 with limited spaces
    Best forA7 motorway, exit Bahrenfeld, then Luruper Chaussee

    Parking near the stadium is limited; the venue recommends public transport, event shuttles or bicycle.

    taxi

    Estimated costEUR 40–90 taxi or rideshare to the venue district
    Best forHamburg Airport (Helmut Schmidt) (HAM) to Volksparkstadion

    30–40 min by car off-peak; Primary gateway for the show, with direct flights from most European hubs. S-Bahn S1 reaches Hamburg Hauptbahnhof in about 25 minutes (HVV single ticket around EUR 3.70); continue on S-Bahn toward Stellingen/Bahrenfeld, then bus or a 15–20 minute walk t

    taxi

    Estimated costEUR 40–90 taxi or rideshare to the venue district
    Best forBremen Airport (BRE) to Volksparkstadion

    1 h 15 min by car; Useful secondary gateway with low-cost and regional connections; direct trains from Bremen Hauptbahnhof to Hamburg Hauptbahnhof take about an hour, then local S-Bahn onward to the venue district.

    taxi

    Estimated costEUR 40–90 taxi or rideshare to the venue district
    Best forHannover Airport (HAJ) to Volksparkstadion

    1 h 40 min by car; Option for travellers arriving via Hannover; ICE/IC trains cover Hannover–Hamburg in roughly 1 h 15 min and connect to Hamburg's S-Bahn network for the final leg to Bahrenfeld/Stellingen.

    taxi

    Estimated costEUR 40–90 taxi or rideshare to the venue district
    Best forBerlin Brandenburg Airport (BER) to Volksparkstadion

    ~3 h by car or about 2 h 15 min by train; Long-haul hub alternative; ICE trains Berlin–Hamburg take around 1 h 45 min, then S-Bahn to the venue. Practical for intercontinental arrivals routing through Berlin.

    Plan your trip

    Visa & entry documents

    Check the latest visa requirements and entry guidelines before travelling.

    Visa required
    ATA Carnet: check with organiser
    TypeWho needs itFeeProcessing
    Schengen short-stay business visa (Type C)Non-EU/EEA nationals visiting for business or trade-fair attendance, up to 90 days within a 180-day periodNot yet confirmedAround 15 calendar days from arrival at the visa section; allow longer in peak periods
    Visa-free entryEU/EEA nationals and nationals covered by a Schengen visa-waiver agreementNot yet confirmedNot applicable

    EU/EEA nationals and travellers from countries with a Schengen visa-waiver agreement may enter Germany visa-free for up to 90 days within any 180-day period. Other third-country nationals need a Schengen visa.

    Official visa page

    Weather

    November in Hamburg is cold and changeable. Daytime highs average around 8-9 C (46-48 F) and nights drop to about 3-5 C (37-41 F), with roughly 12 rainy days in the month. Expect wind off the port and sudden showers, so plan for indoor travel time and layered clothing.

    Plan for the climate

    Check temperatures and pack accordingly

    Venue connectivity

    Germany has wide 4G/5G mobile coverage in cities. Business visitors can buy a local prepaid SIM or a Germany eSIM for data, or rely on hotel and venue Wi-Fi for email. An independent mobile data plan is useful for maps, ride-hailing and messaging; check EU roaming rules if you have an EU SIM.

    Ride-hailing

    Taxis

    Public transit

    Car rentals

    Cultural notes

    Useful information to help you have a smooth and respectful visit.

    Greetings, titles and punctuality

    Business meetings usually open with a firm handshake and use of Herr/Frau plus the family name; wait to be invited before switching to the informal 'du'. Arrive on time — punctuality is taken seriously, and a short delay is expected to be messaged ahead.

    Tipping and payment

    Service is not automatically added to restaurant bills: round up or add 5–10% and state the total you wish to pay when the card or cash is presented. Cards are accepted almost everywhere in Hamburg, but keep a little cash for kiosks, bakeries and stadium stands.

    Sunday closures and local rhythm

    Most shops close on Sundays, so plan purchases, pharmacy runs and errands for weekdays or Saturday morning. The show week runs Wednesday–Thursday, leaving evenings for the Elbe waterfront, the Elbphilharmonie and harbour ferries, which stay open daily.

    Practical guides

    Visitor & Exhibitor Essentials

    Everything needed to arrive prepared, navigate the event, and make the visit productive.

    Flights

    Destination: HAM

    Compare flights to the nearest international gateway serving Hamburg; confirm ground transport on the organiser site.

    Visa

    Germany is in the Schengen Area. EU/EEA nationals and visitors from Schengen visa-waiver countries can enter visa-free for up to 90 days within a 180-day period. Other nationalities need a Schengen short-stay (Type C) visa for business travel such as attending Merchandising Messe Hamburg.

    Estimated cost: Around EUR 90 for an adult Schengen short-stay visa (verify the current fee with the German mission).

    Processing: Around 15 calendar days from the application reaching the visa section; applying via a service centre can add a couple of working days, so apply several weeks before travel.

    Book your appointment early and submit an invitation or trade-fair confirmation, travel medical insurance, and proof of accommodation and funds. German missions advise applying well before the 18-19 November 2026 show dates.

    Official

    Hotels

    Find a stay near the venue with options for every budget.

    Check-in (recommended)

    2026-11-18

    Check-out (recommended)

    2026-11-19

    Areas to stay

    Altona · Hamburg city center · Volksparkstadion area

    mid range

    Not yet confirmed

    mid range

    Not yet confirmed

    mid range

    Not yet confirmed

    mid range

    Not yet confirmed

    mid range

    Not yet confirmed

    Transport

    Get to the venue and around the city with these options.

    Airport → venue: Primary gateways: Hamburg Airport (Helmut Schmidt) (HAM): 30–40 min by car off-peak; Bremen Airport (BRE): 1 h 15 min by car; Hannover Airport (HAJ): 1 h 40 min by car; Berlin Brandenburg Airport (BER): ~3 h by car or about 2 h 15 min by train. Allow road or rail time to Volksparkstadion; on-site parking is usually available at major exhibition venues.

    Hotel → venue: Precinct hotels near Volksparkstadion: Volksparkstadion area: Zleep Hotel Hamburg Volkspark; Volksparkstadion area: Mercure Hotel Hamburg am Volkspark; Volksparkstadion area: Arena Hostel Hamburg.

    Ride-hail: Ride-hailing apps are commonly used in Hamburg; confirm local availability before travel.

    Public transit: S-Bahn and U-Bahn serve the Altona and Stellingen area around the Volksparkstadion; from nearby stations it is about a 20-minute walk to the venue. Public transport is recommended by the stadium, and HVV tickets plus event shuttles are commonly used. Check HVV routes and Moovit for live schedules.

    Parking: On-site parking is available at Volksparkstadion; confirm daily rates and hall access on the organiser or venue site.

    Weather

    Plan and pack for the event climate.

    Month: November 2026

    Temperature: Average 3 C to 9 C (37 F to 48 F) in November

    Seasonality: Late autumn on the North Sea coast: frequent rain (about 12 rainy days in November) and gusty winds. Daylight is short, so allow extra travel time and plan indoor activities.

    Packing: Pack a waterproof, windproof outer layer, warm mid-layers, smart-casual business wear for the show, comfortable waterproof shoes for wet cobbles, and a compact umbrella.

    Plan your trip

    Planning

    Best day to visit: Wednesday 18 November 2026 — opening day

    Both show days carry the full exhibitor line-up, but the opening day concentrates product premieres, press activity and pre-booked buyer meetings, and exhibitors are freshest for extended conversations. Wednesday is therefore the strongest single-day choice for sourcing and first meetings; Thursday 19 November works well as a second day for follow-ups, deeper technical discussions and closing negotiations, when stands are quieter and senior staff have more time.

    1

    Check visa and passport status — Confirm whether you need a Schengen visa for Germany and that your passport is valid well beyond the trip; apply early at the German mission.

    2

    Register for the show — Complete free trade-visitor registration via merchandising-messe.de and save your confirmation for badge collection.

    3

    Book flights to Hamburg — Fly into Hamburg Airport (HAM) and plan onward S-Bahn or taxi travel to your hotel near the Volksparkstadion.

    4

    Reserve a hotel — Book a room in the Volksparkstadion/Bahrenfeld area (Zleep, Mercure, Arena Hostel) or in Altona or the city center with good S-Bahn links.

    5

    Plan local transport — Check HVV S-Bahn, U-Bahn and bus routes to the stadium; on-site parking is limited and public transport is recommended.

    6

    Book B2B meetings — Contact target exhibitors to pre-schedule meetings across the two show days.

    7

    Review the exhibitor list — Shortlist from the 100-plus exhibitors by product category (licensed merch, printing, retail fixtures) and note stand numbers.

    8

    Arrange insurance and payment — Get travel medical insurance and set up a card or cash plan in euros (EUR), Germany's currency.

    9

    Prepare meeting materials — Bring business cards, a buying brief and any sample requirements for the suppliers you plan to meet.

    10

    Check weather and pack — Expect cold, rainy November weather (about 3-9 C); pack waterproof and warm layers plus smart business wear.

    11

    Confirm logistics — Double-check hotel check-in on 18 November, flight times and badge-collection details.

    12

    Plan arrival day — Arrive the day before the show, collect your badge early on 18 November and orient yourself in the venue.

    Side trips

    2

    Lübeck

     

     

     

    Bremen

     

     

     

    Networking spots

    3

    Exhibitor meeting zones on the show floor

     

     

     

    Volksparkstadion hospitality and business areas

     

     

     

    Catering and coffee points

     

     

     

    Budget

    Costs & budget

    Build your working budget

    Adjust the inputs below to create a directional event budget.

    Estimated budget
    Live estimate
    • Per diem × 2€150.00
    Estimated total€150.00

    This is a directional estimate. Please verify live rates before booking.

    Cost reference

    Official cost items and estimated ranges for exhibitors.

    visitor_ticket

    visitor · general_admission

    Not yet confirmed

    official

    visa_fee

    visitor · schengen_type_c

    EUR 90 / per person

    official

    hotel

    visitor · budget

    EUR 80–120 / per room per night

    estimate

    hotel

    visitor · mid_range

    EUR 130–200 / per room per night

    estimate

    hotel

    visitor · premium

    EUR 220–340 / per room per night

    estimate

    per_diem

    visitor · city_standard

    EUR 45–90 / per person per day

    estimate

    airport_transfer

    visitor · taxi

    EUR 45–55 / per journey

    estimate

    public_transport

    visitor · single_journey

    EUR 3–4 / per journey

    estimate

    Decision

    Visit, exhibit, or skip?

    Should you go?

    Pick the closest answer for each. Your recommendation updates live.

    QUESTION 1 OF 6

    What is your primary role?

    Decision matrix

    Compare participation options side by side to choose the best fit for your objectives.

    visit

    Assess how this option fits your objectives.

    Best for

    Merchandising, licensing and marketing managers from football, ice hockey, handball and basketball clubs, sports associations and retail buying groups who want to source licensed products and meet suppliers.

    Min. budget

    $450.00

    Timeline

    4-6 weeks to confirm free trade registration, book a hotel near the venue and arrange Schengen visas if required.

    Risks

    Hotel rates near the Volksparkstadion rise on event days.

    Schengen visa appointments can add several weeks for non-EU visitors.

    exhibit

    Assess how this option fits your objectives.

    Best for

    Manufacturers, printers, licensees and service providers selling sports and entertainment merchandise that want direct access to club and retail buyers.

    Min. budget

    $2,500.00

    Timeline

    4-6 months to book a stand, appoint a stand builder and arrange freight and staff travel.

    Risks

    Stand space is limited in the stadium setting and books up early.

    Limited on-site parking and logistics windows require advance planning.

    skip

    Assess how this option fits your objectives.

    Best for

    Consumer shoppers and general visitors, since the show is exclusively for trade professionals.

    Min. budget

    Not yet confirmed

    Timeline

    None.

    Risks

    No consumer access; the event is trade-only.

    Gallery

    Photos

    Official imagery from Merchandising Messe Hamburg
    Official imagery from Merchandising Messe Hamburg

    FAQs & glossary

    Answers

    Frequently asked

    Glossary

    1
    Merchandising
    The activity of promoting the sale of goods at retail.
    2
    Licensing
    The process of allowing another company to use your brand or product.
    3
    Exhibitor
    A company or individual that displays products at a trade show.
    4
    Trade Fair
    An exhibition organized so that companies in a specific industry can showcase and demonstrate their latest products.
    5
    Networking
    The action or process of interacting with others to exchange information and develop professional or social contacts.

    Trust footer

    Sources

    1

    References

    1

    Publishers

    0

    Date checked

    1

    Merchandising Messe Hamburg

    Digital business cards for the show floor

    Display a free company card at your booth, or share your professional card on the show floor.

    Create a free card