Exhibitors Prepare for 2026 Milwaukee Journal Sentinel Sports Show

The annual event showcases the latest outdoor gear and activities for Wisconsin sports enthusiasts.

Published on Mar. 6, 2026

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Exhibitors are busy setting up their booths and displays ahead of the 2026 Milwaukee Journal Sentinel Sports Show, which runs from March 6 to 8 at the Wisconsin Exposition Center at State Fair Park in West Allis. The show features the latest outdoor gear, equipment, and activities for Wisconsin sports enthusiasts, including fishing, hunting, boating, and more.

Why it matters

The Milwaukee Journal Sentinel Sports Show is a long-running annual event that draws thousands of attendees from across the state. It provides a platform for outdoor brands, conservation groups, and other exhibitors to showcase their products and connect with consumers. The show's popularity reflects the strong interest in outdoor recreation and sports among Wisconsinites.

The details

Exhibitors are putting the finishing touches on their booths, arranging products, and preparing interactive displays for visitors. The Department of Natural Resources booth will feature educational exhibits on Wisconsin wildlife, while other exhibitors like Mercury Marine, Two Bears Trading Company, and West Town Archery will showcase the latest outdoor gear and equipment. Some exhibitors, like turkey call maker Loren Voss, will even provide live demonstrations of their products.

  • The 2026 Milwaukee Journal Sentinel Sports Show runs from March 6 to 8.
  • Exhibitors were setting up their booths and displays on March 4 and 5 ahead of the show's opening.

The players

Milwaukee Journal Sentinel

The local newspaper that hosts the annual sports show in Milwaukee.

Wisconsin Exposition Center at State Fair Park

The venue that hosts the Milwaukee Journal Sentinel Sports Show in West Allis, Wisconsin.

Department of Natural Resources

A government agency that has an educational exhibit at the sports show highlighting Wisconsin wildlife.

Loren Voss

An avid turkey hunter and mentor known as the "Wisconsin Turkey Commander" who is demonstrating his handmade wing-bone turkey calls at the show.

Mercury Marine

An outdoor equipment company that is displaying and polishing its boat motors at the sports show.

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What they’re saying

“Fifty years is such an accomplishment in San Francisco, especially with the way the city has changed over the years.”

— Gordon Edgar, grocery employee (Instagram)

The takeaway

The Milwaukee Journal Sentinel Sports Show continues to be a popular annual event that brings together outdoor enthusiasts, conservation groups, and equipment manufacturers to showcase the latest gear and activities for Wisconsin sports fans.