SET launches product portfolio for 2026
At UpFront 26, held in São Paulo this Wednesday (1/10), SET presented its products for the year 2026, with emphasis on SET EXPO 2026, which will take place from August 17th to 20th and already has almost 50% of the exhibition space pre-booked.
The meeting, held at a restaurant in São Paulo, brought together members and clients of the association to announce the products planned for 2026. At the opening, Luana Bravo emphasized that SET is “working to strengthen the SET brand” based on three pillars—”Technology, business, and networking”—to “boost our members and clients.”
According to her, the goal of SET and its board is to help them demonstrate their market strength. “We are working to institutionally strengthen the Association and, consequently, the market as a whole, especially the presence of exhibitors and members. In 2025, we implemented some changes; in 2026, there will likely be more, but we expect contributions from you, with new ideas and recommendations. SET listens to and considers exhibitors and sponsors; we analyze each piece of feedback and address it all.”
Introduced by Leo Carbonell, from SET’s commercial department, the executive noted that “our industry is comprised of companies and entities from various media, technology, and content segments, some of which are consistently represented at SET events, which attract thousands of attendees and visitors, with high levels of seniority and executive positions.”
Carbonell emphasized that all SET events and products grew in 2025, with a notable increase in SET EXPO 2026, which saw an increase of nearly 40%, in addition to the 120% increase in SET:30 and SET@IBC events. He also presented the results of a survey conducted with exhibitors and visitors: “SET EXPO’s NPS is 45%, and we’ve seen a 36% increase. We are improving and learning from our members and exhibitors.” The executive reinforced: “We are learning and improving.”
According to the survey, this same NPS index reaches 75% among visitors. SET events have a satisfaction rating of 8.3 out of 10, up 6% from 2023, and the intention to attend in 2026 has already reached 86%—30% more than in 2023.
Among the highlights of the SET EXPO 2025 visitor and exhibitor survey are the 71% approval rating for the robots, as well as 84% approval ratings from visitors and 76% approval ratings from exhibitors in the VIP Lounge (60% from visitors).
Despite the positive results, Carbonell explained that “there will be improvements in facilities, such as energy and cleaning,” and that “we are working on the contract with the Anhembi District to improve this. For energy, we are working to have a UPS and dedicated power outlets.”
Products for 2026
The highlight of the portfolio is SET EXPO 2026, which established itself in 2025 as “the most important technology, media, and entertainment event in Latin America, bringing together more than 29,000 people in São Paulo.”
Other products include SET:30 and SET@IBC, in-person events aimed at Brazilian audiences during the two main international industry meetings—NAB and IBC. The Regional SETs will have new features, including “a pilot being developed for the Recife edition in the second half of 2026.”
The SET Content Hub continues to expand and will bring together multiplatform content: six issues of SET Magazine, more than 40 episodes of SETCast, weekly editions of SET News, and daily updates on social media.
SET EXPO 2026
With nearly 50% of the area already pre-booked, the event will feature new features such as a Meeting Room, Pop-up Stand, new advertising formats with media integration (OOH, District, Floor, etc.), and matchmaking tools. The SET Content Hub will integrate content products, advertising, and sponsored deliveries, including themed series.
Commercial and sponsorship quotas will be offered: 6 gold, 10 silver, and 10 bronze, in addition to two “Offering” quotas, with deliveries in the VIP Lounge, at the cocktail reception, and at the opening ceremony.
Regarding prices and areas, Carbonell explained: “We have updated our prices, and we want to add a new 1m² space for networking and business next to the conference area. We will also have a larger outdoor space with three areas starting at 20m², ideal for displaying large equipment, such as trucks and cranes.”
There will also be expansion into locations with lower ceilings and the creation of meeting suites, with coworking and service rooms available for daily or hourly rental. Another highlight is the financial incentive: a 10% discount for companies in good standing with their annual dues, plus another 10% for those who sign a contract by October 31, 2025.
At the closing ceremony, a pre-reservation process was conducted, conducted by “a call order according to ranking, with 2 minutes for each partner in the order. In the event of an in-person or remote absence, we move on to the next partner after 1 minute.” Space reservations are valid until October 31, 2025, with a similar layout to the 2025 layout, with the VIP Lounge relocated to optimize circulation at the fair.
By Fernando Moura, in São Paulo
