IBM at Web Summit: bringing future sports tech to life

For more than 5 years, Web Summit has been a critical annual touchpoint for the IBM team to connect directly with over 70,000 attendees, including startups, governments, and major partners.

IBM consistently hosts one of Web Summit’s busiest booths, blending cutting-edge innovation with high-impact immersive experiences that bring their latest partnerships to life.

“Web Summit is a reference in the technology world, in the startup world, and it’s a way that we can show what we are doing best. IBM has over a hundred years developing and innovating around technology, it’s completely a must to be here and to be a partner of Web Summit” – Ricardo Martinho, Country Manager of IBM Portugal.

Attendees diving into interactive experiences powered by IBM

Why Web Summit?

IBM considers Web Summit as a must-attend event due to its unparalleled position in the global tech and startup ecosystem. The sheer scale of the event, coupled with the high concentration of key decision-makers, makes it an invaluable platform for IBM to achieve its strategic objectives.

“Even with AI around, getting people together face-to-face is super important. Technology is supposed to connect people, not divide them. The stand is always packed because people want that direct, shared experience.”

Every year at Web Summit, IBM articulates its vision on cutting-edge technologies like AI, hybrid cloud, quantum computing, and blockchain, positioning itself as a leader driving industry transformation.

“It’s more than just a show; we have meetings scheduled all week with major customers, startups, new projects, and even the government. It’s where business becomes real.”

For 2026, IBM and Web Summit announced the IBM Sports Tech Challenge for startups. 

“Our strong commitment to AI in sports is driving innovation, and the challenge encourages startups to showcase their technology and solutions for Sports. This gives us the opportunity to evaluate and recognise their efforts and innovations within the sector”.

Ricardo Martinho plays with the F-1 simulator, one of the most popular experiences for attendees

IBM booth brings in partners, new talent, government reps from other countries, learning institutions, and universities. They try to partner with everyone looking for their solutions. With immersive experiences and cutting-edge activations with brands like Ferrari, IBM’s stand is typically the most talked-about and high-traffic spot during all days of Web Summit.

“People need to feel the tech to understand it. The F1 Ferrari partnership (announced at Web Summit) where fans can experience the data collected from a race car in our booth, it’s like driving an F1 Ferrari yourself! So it’s amazing to bring this opportunity to anyone.”

Why does IBM return to Web Summit each year?

IBM showcases their innovations all over the world, attending several global events every year. So what’s the difference of Web Summit for its business? According to Martinho, the people behind Web Summit makes all the difference.

“The excellent organization, year after year, draws over 70,000 attendees, allowing us to directly meet and contact all the companies there. The main focus of Web Summit compared with others is the bet on the new companies, the startups. And to bring all size companies together, that’s unique”.

Maria Sharapova: tennis legend came face to face with attendees

Is not only about the activations on the floor, but also about the content and announcements IBM has been able to bring to stages every edition, including a partnership with tennis legend, Maria Sharapova.

Maria Sharapova, entrepreneur and tennis legend, playing at IBM stand

The athlete and entrepreneur has been a key voice to discuss how technological advancements are reshaping sports and enhancing fan engagement. In 2024, she also engaged in a improvised game challenge with attendees at the IBM booth. Would you be up for the challenge?

If there’s any advice to give to other companies planning to join Web Summit, Ricardo Martinho is direct:

“If you’re doing big things, show them big. Bigger presence equals a bigger return. I remember IBM presenting the first quantum computer, and everyone was blown away. I think that IBM understood that from the beginning.”

The journey for IBM and Web Summit is far from over. As we look ahead, not only will IBM expand its presence to our global events, but the launch of the IBM Sports Tech Challenge at Web Summit marks a significant new milestone.

Entering 2026, this successful partnership is set for even greater things, and we are thrilled to be part of what’s next. If you’re a startup bringing incredible ideas to Sports, don’t forget to apply for the IBM Sports Tech Challenge here.

Join IBM and other major companies at Web Summit. Become a partner.