Game On: Why The Sussex Business Show is More Than Just Another Networking Event
14th February 2026
Author EditorPosted on Categories Networking & Events
What comes to mind when you think about your average business show? It’s probably lots of enthusiastic professionals in suits, promoting their products and services with slick corporate stands and branded giveaway pens.
And yes, while that has its place at The Sussex Business Show, this gamed-themed business shindig is so much more than that, taking networking and connection to the next level (pun intended).
Back for its fourth year in Brighton, under the watchful eye of its creator, Sonny Cutting, it brings together businesses from across Sussex for a day of fun, games and laughter as well as connection, conversation and collaboration.
Since Sonny, a seasoned entrepreneur, launched the show in 2017, it has grown steadily in scale and ambition, evolving alongside the Sussex business community it serves. From small beginnings in Burgess Hill, it moved to Ardingly’s South of England Showground before landing at its current home, The Dome in Brighton.
This year’s show takes place on September 24 combining once more the traditional B2B trade show format with a distinctive creative twist. While the Sussex Business Show is well known for its game-themed approach, the emphasis is equally placed on meaningful networking, great conversations and long-term relationship building.
More Than Just Networking
For Sonny, the show was never intended to be just another networking event.
“Networking is often presented as being purely transactional and traditional business shows can magnify that,” he says. “But running a business can be lonely, and what people really need is connection, support and a sense that they’re not doing it all on their own.
“I want people to come along, have fun and go away with a spring in their step, knowing they’ve not only made some great contacts but they were entertained while they did it too.”
That philosophy underpins not only the Sussex Business Show, but Sonny’s wider portfolio of ventures, including the Directors’ Hub, a peer-to-peer support network for business owners and directors across Sussex and beyond.
A Trade Show with Personality
This year’s event will feature around 80 exhibitors, alongside inspiring keynote talks from four local entrepreneurs and thought leaders who will share honest insights into business growth, leadership and resilience.
A series of bootcamp-style talks will focus on health and wellbeing, recognising the pressures faced by business owners and the importance of sustaining both personal and professional performance.
True to form, the show will also include its signature creative elements. While previous years have leaned into pop culture references, this year’s retro gaming theme is designed to add energy and interaction without distracting from the business at hand.
A dedicated Retro Game Zone will be one of the highlights of the exhibition, while awards for Best Stand and Customer Experience will make a welcome reappearance, celebrating the best and most creative businesses in Sussex.
Why Trade Shows Still Matter
Today, everyone is online and digital dominates but Sonny remains a strong advocate for face-to-face events.
“At a networking breakfast you might speak to five or six people,” he says. “At a trade show, you can have 50 meaningful conversations in a single day. The real value often comes weeks or months later – people remember how you made them feel.”
That long-term view is reflected in exhibitor retention rates of around 35-40% and for many businesses, the Sussex Business Show has become a key date in the calendar for brand visibility and a great day out of the office.
Merchandise and giveaways also play a role in the show and the longer-term impact for business who exhibit according to Sonny who adds: “Quality matters. If you give someone something useful and well made, it stays on their desk. That’s long-term brand presence.”
A Year of Transition
This year’s show also marks a wider change. While Sonny will continue to lead the event through this year and into next, he has partnered with a larger events company to support its future growth. This will allow him to focus on developing the Directors’ Hub and other ventures, while ensuring the Sussex Business Show continues to offer value to the local business community.
“It’s about building something that lasts,” he says. “And doing it in a way that keeps people at the centre.”
Looking Ahead
With breakfast on the day hosted at Redroaster, a full programme of talks and a vibrant exhibition floor, the 2026 Sussex Business Show promises to the best show yet.
Whether attending as a visitor, exhibitor or sponsor, the event offers business owners the chance to step away from their screens, meet peers face-to-face and reconnect with the human side of business.
It serves as a timely reminder that success is rarely built alone and that the real wins often happen when people come together in the same room.
Visit the website for more info:
If you’d like to be a Sponsor, call Sonny Cutting on 01273 833 222.
Article Written by Fay Millar.