Schedule

Athletes have built massive audiences through the social feed - but the next wave of content isn't being posted, it's being experienced.

This session presents how wearables are accelerating athlete content by unlocking real-time, first-person formats that traditional cameras and phones can't deliver. From POV match-day moments to authentic BTS access, we explore how the athletes leading the way are reshaping fan engagement and what this means for the future of sports content.

Let's address the elephant in the room. Most teams are still trying to create content.
The New York Liberty created a cultural movement.

New York Liberty Senior Vice President and Chief Brand Officer, Shana Stephenson headlines the Victory Lap stage live and in-person, showcasing how the Liberty have become one of the most globally influential brands in women's sports.

Hear how creating best-in-class experiences, leaning into culture, and building unique IP like Ellie the Elephant has been paramount to the New York Liberty's rise. Shana will take the audience behind the scenes of building the Liberty brand, the crafting of their famed gameday experience in Brooklyn, and the creative strategy behind imagining the world's first A-list mascot.

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Join Maher Labban, Executive Director at Clio Sports, for a look at the most creative and groundbreaking sports marketing ideas from around the world. This session will showcase how the most celebrated work pushes boundaries, sparks imagination, and redefines what’s possible in the world of sports.

Explore the latest trends and dive into the innovative approaches that are fueling creative storytelling globally, engaging fans in new ways, and setting the tone for what's next in sports culture.

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Shahbaz will break down how high-impact content executions, from player-driven storytelling and creator ecosystems to tentpole social moments, can shape broader strategy. Drawing on real experiences across Uninterrupted, Nike, the NFL, and the NBA, he'll share how individual campaigns scale into repeatable frameworks that drive fan engagement, brand growth, and monetisation.

Through real-world case studies, the session will explore how to align players, creators, and platforms into cohesive strategies and how to translate cultural moments into sustained business impact.

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Dewayne Hankins’ journey to NBA team President is a look into the future C-suite journey in sports. Starting as a social media admin in minor league baseball, Dewayne's path to becoming President of an NBA franchise reflects the new model of leaders emerging from native social and digital roles with a deep understanding of fans, content and culture.

In this session, Dewayne shares how consistent creativity, a relentless focus on the fan, and a little bit of luck, shaped a journey from the font lines of sport, to president of an NBA franchise, and what he has learnt along the way.

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Daniel Gorringe is the loveable former AFL player turned Australia's leading voice & media channel in sport, with an audience of over 10 million across his platforms. Dan's unmatched blend of sharp sports insight, comedy and culture commentary has made him the new age trailblazer in modern sports media. When he's not making the masses laugh with painfully relatable content, he's shaping the future of entertainment as the host and producer of ANZ's #1 chart-topping podcast, Dan Does Footy.

Dan will bring his disruptive tactics to the Victory Lap stage.
No filters. No spin. No BS. Just authentic, fan-first coverage that's leaving traditional sports media scrambling to keep up.

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From Campaigns to Culture: How Sports Brands Grow Beyond the Game.
Sport used to live in stadiums. Now it lives everywhere. Senior Creative Director Kieran Murphy, now at IMG and previously shaping creative direction at Formula One and Tottenham Hotspur, shares how modern sports brands can move beyond campaigns and become part of culture.

Using the story behind an award-winning Premier League club brand refresh, this session unpacks how authentic regional storytelling, fan passion points, cultural collaborations and creative bravery can transform a club from a place you visit into a brand you live with.

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A lot of sports brands are still marketing to a version of fandom that no longer exists.

Attention is fractured, loyalty looks different, younger audiences have new expectations, and yesterday’s shiny new toy is now just table stakes.

Nicole unpacks the shifts redefining fandom right now, what younger fans actually value, where the data is pointing, and which technologies have quietly gone from “innovative” to “how are you not doing this yet?” in 2026.

This session isn’t a trends report, but rather a wake-up call for anyone serious about staying relevant, moving faster, and finding the next growth edge before the rest of the industry catches up.

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