Leaders from across the Live Events and Ticketed Experience Economy gathered in Central London for the inaugural On Sale Live ’25 Sales and Marketing Confex, held at The Crypt.
The one-day event focused on networking, training, and development, and attracted a broad range of marketing and communication professionals from the sector.
Among the headline speakers were Paul Robinson, President of Kartoon Channel; Santiago Santamaria Solar, VP of Global Comms & PR at Fever; Ollie Rosenblatt, CEO of Senbla & SVP Sony Masterworks Live; and Julia Kamoda, Global Director of Promotions at Hasbro.
Launched by Dawn Farrow, consultant and founder, the confex is set to become an annual fixture, designed to foster connections, collaborations, and shared learning across the live experience landscape.
Attendees benefited from over 45 speaker sessions, covering a range of topics across the main stage, a personal development zone, a measuring success zone, and uniquely, complimentary one-to-one coaching sessions.
The central theme of the day was Sector Growth and Greater Income. Key talking points included the exchange of knowledge across the ticketed industries, maximising revenue beyond ticket sales, and adapting strategies from sectors including ecommerce.
Highlights included a keynote address from TV Executive Paul Robinson, who explored the evolution of the streaming landscape and its implications for future live content.
He shared: “On Sale Live’25 has been immersive and inspirational, packed with fascinating insights, and it has been an honour to be invited into this community. I have loved being part of it and have made some wonderful new contacts which I think will last a very long time.”
Adam Cunningham, chief strategy officer at Allied Global Marketing, said: “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.”
Dawn Farrow, commented: “On Sale Live’25 has created a new community. This is the first time that Theatre, Comedy, Attractions, Museums, Festivals and many more live ticketed events have sat in a room and discussed the challenges and opportunities of marketing and selling to our shared audiences. 100% of those surveyed have confirmed they will return for On Sale Live’26 which proves just how important the day was.”
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