The Invest in UK University R&D – Midlands Campaign will lead a return delegation of senior university leaders and regional partners to SXSW 2026.  

South by Southwest (SXSW) is a major international festival and conference held each March in Austin, Texas, bringing together technology, music, film, television, and culture alongside leading global brands such as Nike, Adidas, and others that use the event to showcase innovation and connect with emerging talent.   

The mission will focus on Sport and CreaTech as well as the application of AI to these fields and other relevant SXSW sectors. It aims to build on existing relationships from last year’s attendance and looks to engage new US partnerships that have evolved since last year.   

View the Mission Call