Schedule

Wade Shipard, Global Sports Partnerships AUNZ for TikTok will take the stage to show why Sport is one of the fastest-growing verticals on TikTok.

Wade will showcase how major sporting events, teams, broadcasters and creators are connecting with new fans through authentic content.

A strong brand positioning is only powerful if you use it as it should be: It's not theory, it's a decision-making tool. Hear how the All Blacks use brand positioning and identity to shape every commercial and marketing choice, from sponsor integration on the iconic All Blacks jersey through to head coach announcements and TikTok activity choices.

This session will show strategy being turned into action through everyday choices to ensure the All Blacks remain the most valuable sports brand in the Southern Hemisphere.

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Australia is in the "Golden Decade" of sport with more international tournaments on our doorstep than we could possibly know what to do with.

But when the whole world is looking at us, Lavender Baj says it's increasingly apparent that Australia is living in the past when it comes to sports media.

“The marriage of creators and traditional media is par for the course in the US, UK and much of Europe, so why has it taken so long for Australians to catch up!?” says Baj.

In this session, Lavender presents what is working so well overseas, what we get so wrong in Australia and, most importantly, how we can fix it so we don't waste the Golden Decade of sport that may never happen again in our lifetime.

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As Creative Director for the Tampa Bay Buccaneers and founder of his creative studio, designwithdan, Dan's fingerprints are on work that spans Nike, Adidas, Liverpool FC, the FIFA World Cup, and the biggest stages across the NFL, NBA, MLS, MLB, NCAA, EPL, and NRL.

In this Victory Lap opener, Dan presents the creative strategies and thinking behind one of the most impactful team rebrands the NFL has ever seen.

Dan takes inspiration from the heart of the communities and people behind the logo, using authentic storytelling and emotion to craft creative directions that transcend team representation. For the Buccaneers, Dan will showcase how infusing every detail with the pride and spirit of Tampa Bay produced a brand identity fans couldn't help but connect with.

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As a Senior Lecturer at Auckland University of Technology, Dr. Sarah Wymer, brings a wealth of knowledge data and sports digital and social insights to Victory Lap.

Many sports organisations still judge success through short-term metrics such as views, reach, engagement, and follower growth. Digital is still seen as a promotional add-on rather than a strategic function.

In this session, Sarah will uncover the tension that's reshaping the digital strategies of teams and leagues as she unpacks how varied organisations are structured, resourced, and expected to deliver value. Sarah will do so, while drawing on AUT's latest findings in the ‘State of Sport & Social' data.

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Short-form content has become the front line of fan engagement, but there is no single formula. This session brings together three distinct creative approaches, shaped by brand, tone and audience, to explore how teams are building identity and fandom in radically different ways.

From Jacob Gaynor's sharp, culturally aware execution that leans into humour and internet-native behaviour, to Somha Sleeth's emotion-led storytelling at the Gold Coast SUNS, alongside Michael Meek's deep cultural awareness driving record engagement at the Warriors. Together, the session highlights how short-form content strategy is not one-size-fits-all, but a reflection of brand positioning, creative philosophy and a bit of trial-and-error!

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In an era where every brand is competing for attention, the ones that win aren't the loudest, they're the most relevant. Emmy Award-winning Chief Digital Officer Scott Kegley shares lessons from helping the Vegas Golden Knights build a distinctive voice through creative campaigns, influencer partnerships, and digital storytelling, as well as initiatives like the Atlanta Falcons' "Sundays, Atlanta GA" campaign that connected the team with the culture of the city.

Drawing on more than 21 years of experience across the Vegas Golden Knights, Atlanta Falcons, Minnesota Vikings, and San Francisco 49ers, Scott will explore how sports brands can earn attention through creativity, authenticity, and cultural relevance, and what it takes to build work that fans choose to engage with, share, and remember.

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