JD UP! 2026

Brief

Sterling Event Group were delighted to once again provide full technical production and AV support for the ever-growing JDUP – an inspiring initiative by JD Sports designed to engage and empower the next generation through a careers event with an edge.

Returning to Manchester Central, the 2026 edition marked a major milestone for the event, expanding to take over the entire Central Hall. With significantly increased attendance and a larger exhibition footprint, JD Sports approached us with a clear ambition: to scale the experience while maintaining the immersive energy that defined the previous year.

The brief focused on creating a seamless attendee journey, from a vibrant exhibition environment into a dramatic main show reveal, while retaining the same successful agenda format as 2025. Our challenge was to design a bigger, more impactful production that would wow attendees the moment they entered the main space, using lighting, LED, staging and audio to elevate the experience for a much larger audience.

Solution

Expanding on the success of JDUP 2025, Team Sterling delivered an even bigger and more impactful event within a larger venue footprint, while ensuring the key characteristics and unmistakable JD atmosphere remained at the heart of the experience.

Using the expanded footprint as our canvas, we developed a scaled-up production concept that maintained continuity with 2025 while significantly enhancing the overall impact. The exhibition area was extended across the hall using modular truss structures, accented with RGB LED tape and vibrant wash lighting to create a cohesive and immersive branded environment. This allowed more departments and interactive zones to be showcased while retaining visual familiarity.

The main auditorium at the rear of Central Hall was concealed from the exhibition space using full-height drape lines, building anticipation as attendees progressed through the venue. Upon entering through the rear doors, guests were met with a striking reveal, a completely transformed main space featuring a circular stage, bold lighting design and a large-format LED backdrop.

At the centre of the room sat a 32ft diameter circular stage, finished with custom branded carpet featuring the iconic JD logo. This in-the-round format improved sightlines for the increased audience while creating a more immersive presentation environment.

Behind the stage, a 9.5m x 3m high-resolution LED screen formed the visual centrepiece, delivering keynote content, show branding and dynamic motion graphics throughout the event. Flanking the main screen, two circular projected roundel displays reinforced the visual identity while supporting branded moments, speaker content and live camera feeds.

Lighting played a key role in transforming the scale of Central Hall. Circular truss structures above the stage were rigged with moving LED wash and beam fixtures, while additional flown trusses delivered colour washes, textured gobo effects and dramatic aerial looks. Downlighting above the LED wall, combined with moving beams positioned at the foot of the stage and enhanced with haze, created impactful presenter walk-ons and maintained energy throughout each session.

Audio was scaled to match the larger venue, with flown line array PA systems delivering even coverage across the hall, supported by delay speakers throughout the room. Sub reinforcement added impact to walk-on stings and video playback, while stage monitoring ensured presenters could deliver confidently. Wireless headset, handheld and branded catchbox microphones enabled flexible and engaging presentations.

Result

The event followed the same successful agenda format as the previous year, featuring keynote sessions, interactive content and inspiring speakers, now delivered to a significantly larger audience.

By scaling the production across the full footprint of Central Hall, the event retained its proven structure while dramatically increasing its impact. The concealed reveal into the main space created a genuine wow moment, immediately capturing attention and setting the tone for the sessions that followed.

The circular stage improved sightlines across the room, while the expanded LED and lighting design ensured every presentation felt dynamic, engaging and visually consistent from all angles. The larger exhibition area also created a smoother attendee journey and allowed more departments to connect with attendees, increasing exposure to the wide range of opportunities available.

Combined with high-quality audio coverage and multi-camera visuals, the experience remained immersive and accessible throughout.

Overall, JDUP 2026 successfully built on the foundations of the previous year, delivering a bigger, bolder and more impactful experience without losing the energy and engagement that define the event.

The JD team shared fantastic feedback, with the expanded production successfully matching the growth of the event while maintaining the atmosphere that makes JDUP unique. The combination of immersive exhibition spaces, bold staging and powerful lighting and LED design created a memorable experience for attendees and reinforced the strength of the ongoing partnership.

With the event continuing to grow year on year, JDUP is firmly established as a flagship experience designed to inspire the next generation.

Tech Spec

Immersive 360° production environment built around a 32ft circular stage to create a central audience experience
Large scale concert-grade audio system delivering powerful, even coverage throughout the space
Dynamic lighting design featuring moving lights, aerial effects, room washes, and textured projection to transform the venue atmosphere
High-impact visual content delivered via a large-format LED wall and overhead projection elements for layered storytelling
Architectural lighting integration using 200m+ of RGB neon flex to extend the visual experience across the wider exhibition space
Fully integrated show control and video systems enabling seamless coordination between audio, lighting, projection, and content playback