DOES THE SPORTS SECTOR NEED A DIGITAL EVOLUTION OR REVOLUTION?
08.00am Morning Registration and Coffee

08:30am Welcome Remarks
Olivia Ryan-Hill,
Conference Director, Sports Innovation Group

08:45am Chair’s Opening Remarks

08:55am Keynote: Digital Disruption or Distraction for the Sports Industry?


The annual global revenue of the overall sports market is $700billion, and digital opportunities for fans and sports entities, media partners and global brands alike are at the centre of driving this growth. Transforming the sports sector means implementing digital innovation in every niche of the industry: from boardroom to the pitch and from the Cloud to the courtside; all the time driving more sophisticated, immersive and bespoke fan experiences and engagements. Optimizing digitalization in the process will build new audiences faster, improve engagement with existing fans and enable the delivery of digital campaigns and platforms that assist businesses in proving their audiences, techniques and ROI. If digital innovation is harnessed swiftly, the growth for the sports sector will be unlimited.

This headline session showcases global sports leaders sharing their insight and experiences of digital and business transformation across industries and looking to the challenges and opportunities ahead for sports leagues, teams, broadcasting and streaming networks, technology innovators and the household name brands that partner with them across the board.

8:55am On-stage Interview – The Future of Sports Innovation – Luis Vicente, Chief Digital Officer, FIFA

09:30am Opening Keynote:
How Digital Transformation is Changing the way Sports Entities and their
Partners Engage Diverse Fan Groups
Sean Hanrahan, EVP Advertising, The Walt Disney Company and ESPN

09:50am The Big Hitters Debate
– Lively debate between leading representatives of the sports, media and technology industries on the current landscape for the sector and where the opportunities lie for growth, fan experience, partnerships and digital transformation.

Key topics:
  • What does digital transformation really mean for the sports sector?
  • Are sports franchises and their broadcast/ technology/ branding partners catching up with digital transformation?
  • Where are the best opportunities for driving truly inventive and immersive fan experiences?
  • Where are the greatest commercial and fan driven opportunities in digital innovation? Betting, Esports, Streaming, Digital Campaigns or elsewhere?
  • How can sports entities at any stage of the digitalization journey start and scale the process in a way that’s right for their business?
Panellists:
Michael Sutherland,
Chief Transformation Officer, Real Madrid
Sean Hanrahan,
EVP Advertising, The Walt Disney Company and ESPN

11:00am Networking Break and Refreshments


TRACK 1
HOW TECHNOLOGY IS DRIVING FAN ENGAGEMENT AND EXPERIENCE
TRACK 2
COMMERCIAL OMNI-CHANNEL AND MULTIPLATFORM PARTNERSHIPS
11:30am
Session 2: Silent Disco Talks: Immersive Fan Experience Innovation

Delegates will be able to choose from several innovation-led talks running simultaneously with talks focused on the latest innovations focused on providing immersive experiences both in stadium and at home that will excite and engage fans like nothing before.
11:30am
Session 2: Silent Disco Talks: The Innovations Disrupting the World of Next Generation Sponsorship Campaigns

Delegates will be able to choose from several innovation-led talks running simultaneously with talks focused on the latest digital innovations and most exciting multi-platform campaigns delivering exciting, fan-first experiences and opening up new revenue streams and commercial partnerships with digitally-led, multi-asset product and branding campaigns.
12:30pm Networking Lunch in Exhibition Showcase
1:30pm
Session 3: Creating New ‘In-Stadium’ Experiences with Digital Technology


Key topics:
  • What are the latest innovations coming to sports arenas?
  • Is stadium Wi-Fi, 4k and 5G infrastructure ready?
  • What can apps and live event information innovation do for fans - delivering weather updates, car park information, smarter transport, fan zones and queue avoidance innovation? What’s coming next?
  • Are fans receptive to in stadium tech and apps and if not, how can we improve buy-in?
  • How can you create stadium environments that mean fans want to stay for longer?
  • Do apps open revenue streams with upgraded ticketing, retail, collectibles and hospitality opportunities?
  • How can arenas work more with the local community, scaling a stadium project to form part of a smart city?
  • How is Augmented/ Virtual/ Mixed reality innovation closing the space between physical and digital realities at live sports events?
Jack Verducci, VP Corporate Partnerships, Worcester Red Sox
1:30pm:
Session 3: The Future of Sports Broadcasting: Traditional, OTT, DTC or Digital First?


Key topics:
  • What are the benefits and pitfalls of DTC versus partnering with OTT/ traditional broadcasts?
  • What are the latest developments for OTT platform innovation: overlaid statistics, second viewing experiences and choosing when to use free content to engage vs PPV or subscriptions?
  • The increasing cost of broadcast rights and how OTTs are navigating this landscape
  • Are the potential benefits of a DTC offering sizable enough to warrant the investment?
  • Will partnerships between rights holders, broadcasters and their streaming partners continue as standalones or are mergers inevitable?
  • Esports broadcasting – how does it differ? How is it being monetized and what are the opportunities for growing broadcast and advertising revenue?
  • Are traditional broadcasters willing to sacrifice production value in favour of the relaxed formula utilized in Esports - with the aim of achieving active fan engagement for conventional live sports?
David Dinkins, Senior Vice President and Executive Producer, Showtime



2:45pm Short Break
3:00pm
Session 4: Innovative Multi-Platform Content Delivery for Enhanced Fan Viewing Experiences


Key topics:
  • How can content creators achieve seamless transition between sports consumption on smartphones, tablets, social media platforms, in stadium updates, streaming services and traditional TV broadcast – where are the challenges and opportunities to improve fan experience?
  • Choosing which social channels work best for your content and your fans, TikTok, Twitch, Facebook or Instagram?
  • Managing the content creation, strategy, production and direction of weekly broadcasts, live events and in-stadium shows, utilizing virtual announcer, celebrity feeds, local commentary, slow motion controllers, live statistics and full game play-by-play content
  • How is the rise of gaming and multi-screening is changing the fan experience and providing a hotbed for technology innovation?
  • Is the sports sector maximizing fan metrics to keep improving content delivery?
  • Which devices will remain relevant as viewing patterns increasingly move towards the Cloud/ online?
  • How can content creators master intuitive and comprehensive ‘On-demand’ services?
Robert G. Alberino, Vice President / Executive Producer, San Francisco 49ers
Sloane Kelly,
Managing Director, Content and Creative Services, USTA
Melissa Marchionna,
Senior Director - Social Media, MLS
3:15pm
Session 4: Creating Partnerships with Purpose Through Next Generation, Fan-First Campaigns


Key topics:
  • Are sports entities and their partners combining digital assets to deliver next generation content and advertising campaigns that are exciting for fans? How do sports campaigns compare to other sectors?
  • Where are the most creative, digitally enabled campaigns coming from and what can we learn from their success?
  • Are we establishing the correct valuation models around digital assets?
  • Digital brand marketing, how are teams, stars and leagues securing endorsement and marketing opportunities, creating licensing partnerships, developing content ideas – can digital innovation improve this process?
  • How do software innovation and analytics help tailor customized sponsored campaigns to ensure that they are always beneficial or entertaining for the fans – ‘fan first’ strategy
  • Optimizing AI software to identify the most exciting moments in live sports, maximizing brand exposure at the right times for marketing campaigns
  • What are the opportunities in partnering with non-sports entertainment such as sponsored live music or exciting hospitality to bring new audiences in?

Carlos Silva,
President and CEO, World Team Tennis










4.15pm Short Break
4:30pm
Session 5: Driving Diverse Engagement in Playing and Watching Sports Using Technology



Key topics:
  • How does technology break down barriers and increase access to both taking part in and watching sport?
  • How does digital innovation help those without funding access their favourite sports?
  • Do women differ from men in how they consume sports content, if so, how? Is it the same for attracting women to play sport?
  • What impact has social media had on engaging more diverse communities in both playing and watching more sport?
  • How do different audience segments differ in their usage of the various platforms including TikTok, Instagram, Snapchat and Facebook?
  • Is there enough being done to promote women within the sports sector itself?
Keynote: How Virtual Racing Platforms are Transforming Access to and the Experience of Running Through Innovative Community Engagement
Michael Capiraso,
President & CEO, New York Road Runners
Donna Orender
, Board Member, World Surf League
4:30pm
Session 5: Executing Complex Campaigns in Sport: Delivering Multi-Asset Partnerships and Proving ROI


Key topics:
  • What are the processes, partnerships and conversations that are key to delivering on digital sponsored campaigns?
  • How to collaborate on creating the best social media campaigns and deliver unique and exciting viral promotions that offer more than just clicks
  • Where are the potential pitfalls?
  • How digital campaigns differ in their measurability and how to harness this increased insight
  • What are the best strategies and technologies for delivering and proving ROI?
  • How can digital technology aid the delivery of slick, immersive and exciting campaigns when multiple partners are involved?










5:45pm Close of Day One and Networking Drinks
GROWING THE SPORTS SECTOR THROUGH DIGITIZATION
08:45am Chair’s Address

TRACK 1: GROWING EXISTING AUDIENCES AND ENGAGING NEW ONES TRACK 2: BUILDING NEW DIGITAL REVENUE OPPORTUNITIES
8:45am
Session 1: Understanding Changing Consumption Patterns, Audience Segmentation and Communicating Complex Content



Key Topics:
  • Optimizing technology to project complex messages across multiple markets and different cultures
  • Fan segmentation, using resources and digital platforms to project bespoke marketing to diverse audience groups?
  • Taking a smaller sport to the next level using digital marketing platforms
  • Finding unique marketing content to elevate your fan engagement
  • Live/ responsive/ adaptive social campaigns, do the risks outweigh the benefits?
  • How do cultures and audiences differ, which are the most challenging to engage and what can innovation provide in the way of new strategies for engaging fans?
Kristen Bankosz, Senior Director Content Marketing, UFC
Jamie Reid,
Head of Digital Communications, FIFA Qatar World Cup
Jonno Turner,
Head of Digital Strategy, The Ocean Race
Alexandra Willis,
Head of Digital Content, All England Tennis Club/ Wimbledon
08:45am
Session 1: Turning Data into Revenue - Delivering Proven ROI, Improved Fan Experiences and Expanded Revenue Streams


Key topics:
  • Big data management – how and where to start and what the end goal should look like, creating a roadmap towards credible data driven decisions across your organization – from the boardroom to the pitch
  • How can AI impact information management?
  • Fan intelligence – understanding and predicting consumer purchasing behavior through deep learning and artificial intelligence
  • How do you properly house, manage and use data to target content that resonates with fans and partner brands?
  • Working both in-house and with technology and cloud partners to house data and maintain watertight CRM systems
Mark Schneider, CTO, US Ski and Snowboard
Neda Tabatabaie,
Vice President -Business Intelligence, San Jose Sharks
Ian Fleming,
Director of Research and Analytics, Houston Dynamo and Houston Dash
Jeremy Halek,
Business Intelligence Director, Cleveland Cavaliers
10:45am Networking Break
11:15am
Session 2: Engaging the Next Generation of Sports Participants, Employees and Fans




Key topics:
  • What are the best strategies for engaging younger audiences and how crucial is a comprehensive digital presence?
  • How do younger generations differ in their sports consumption? What role do Esports play?
  • Who leads the field and what can be learned from them by traditional sports brands and broadcasters?
  • How can sport be made more accessible for young people with less interest in ‘ownership’ or the term ‘consumer’ and generations without the finances to attend games or buy PPV – can free highlights content or grassroots promotion bridge the gap?
  • What can sport learn from sharing apps like Lyft, Spotify or Netflix that are low cost and part of the sharing rather than ownership community?
Sohrob Farudi, CEO and Founder, Fan Controlled Football League
Melissa Marchionna,
Senior Director Social Media, MLS
Greg Morris,
Senior Manager, Fan Engagement, F1

12:15pm
The College Sports Panel: The Impact of Digital on a Traditional Area of Sport


Varsity sports are huge in their own right but in the context of digital transformation and engaging new audiences they also have another role to play. College sports offer a huge opportunity to reinforce support or find new audiences, colleagues and participants altogether with a digitally enlightened audience. However, there is added complexity in a traditional fanbase that is aging rapidly. So how can college sports migrate to digital platforms, finding new audiences, without losing their faithful fanbase?

Mick Gillespie, Multi-Sport Broadcaster, Reporter and Contributor
Jon Laaser, Director of Broadcasting, Virginia Tech Hokies
11:15am
Session 2: Digitizing the Sports Sector: What does this look like in Practice?


Key topics:
  • What does digital transformation look like and what can it provide a sports business by comparison to continuing with analogue?
  • How to take fans with you as you work to reinvent or overhaul your company?
  • Is your digital team holding back your digital transformation? The potential pitfalls of a digital team to your digital transformation in a company that is resistant to change
  • How do you gain the required buy-in from all stakeholders from board level to data entry?
  • How can companies begin their digital journey? Is a total overhaul always the right route and how to scale up small changes over time for minimal disruption?
  • Where are the potential pitfalls and how to avoid them?
Michael Sutherland, Chief Transformation Officer, Real Madrid















1:15pm Networking Lunch in Showcasing Area
2:15pm
Session 3: Esports – Boosting Fan Engagement or Competing with Traditional Sports?



Keynote: Taking Esports into the Mainstream – How Traditional Sports are Embracing Gaming
Wim Stocks, CEO, World Gaming

Key topics:

  • How Esports are bringing down the walls between stars and fans
  • How can Esports leagues/ teams and traditional sports benefit each other?
  • Are Esports emulating the structure of traditional sports entities or going in a completely new direction to optimize their already digital platform?
  • How do Esports fans differ and how to engage them?
  • How to build an Esports brand from the ground up as a traditional sports entity including FIFA and NBA2K?
  • How are Esports managing the challenges of revenues from paid-for franchises, licensed merchandise, media rights ticket sales and sponsorships to generate income from teams?
  • How are Esports entities managing and engaging diverse audience segments?
Jonathan Sumers, Senior Director, Digital Partnerships & Esports, Cleveland Cavaliers
2:15pm
Session 3: Developing Trends and New Revenue Streams through Online Betting Platforms



Key topics:
  • Making sense of rapidly developing betting opportunities and changes and how digital technologies will form an integral part of this sector from the start
  • Should rights holders act as a marketing partners or launch their own sports book utilizing digital platforms?
  • How are cryptocurrencies expanding betting opportunities in sport?
  • What can sports learn from Las Vegas when it comes to creating innovative betting platforms?
  • Is the technology in-stadium and digitally ready for in game and live betting?
  • What does delivering a great fan betting experience look like?
  • How quickly can we expect the online betting platforms and revenue streams to grow?
3.45pm Short Break
4:00pm
Session 4: Optimizing the Content that Digitalization offers Fans, Marketing and Sports Brands


Key Topics:
  • How sports stakeholders can adapt to increased fan power, as content consumers AND creators.
  • How is the dramatic increase in video content from fans, players and brands breaking down barriers and increasing engagement?
  • What is the impact of sports documentaries on fan engagement?
  • How to manage the expectation for 24/7 content without an unlimited budget?
  • Increasing fan voice, how are digital communities allowing fans to organize and even take control of their favourite sports teams or leagues?
  • Creating and maximizing fan-driven apps and online fan communities
  • Breaking down boundaries between teams, players and fans
Sloane Kelley, Managing Director Content and Creative Services, USTA
Neil Bandoni
, Director of Content, XGames/ ESPN
Melissa Marchionna
, Senior Director of Social Media, MLS
Greg Morris, Senior Manager, Fan Engagement, F1









4:00pm
Session 4: Where are the Opportunities in Digital Innovation: Blockchain, AI, AR/VR/Immersive Viewing and Cryptocurrencies


Immersive technology offers fans ever more exciting ways to consume content from their favourite stars and sports brands while simultaneously offering rights holders, broadcasters and global brands the chance to diversity their engagement and monetize these new technologies with partners. This session showcases case studies of how sports entities, technology start-ups and leaders and organizations from across the sports and broader sectors have tested and rolled out the most cutting edge innovation set to disrupt the sports sector.

Including everything from crypto collectibles to AI innovation and immersive viewing experiences for live sport through VR. This session will examine how to find the latest innovations, what needs to be considered when deciding to test or roll out new technology, how to consider ROI and how to decide on whether to be a first-mover or a fast follower based on what is right for your business, brand and fan base.

Key Topics:
  • Explaining the technology - the cutting-edge innovations under development and how these will challenge the status quo
  • How can innovations in immersive content be mastered to deliver immersive viewing to fans sitting on their sofas?
  • What are the latest innovations in AI to impact the sports sector?
  • Understanding what is possible, how long it will take, and which technologies will come out on top
  • Sports Cryptocurrencies – game changer or fad? How are crypto collectibles being introduced, commercialized and developing? Examining fan-driven token ecosystems for traditional sports teams
  • How are other industries mastering AR and VR?
5:00pm End of the Digital Transformation in Sports Summit
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