Returning with The Collective-TEAM for its seventh year, the Women in Sport Breakfast brings together the global community by offering a dedicated space where women and non-binary people can connect, build relationships, and feel comfortable at the start of the Summit. Reaching full capacity year after year, it has become a standout start to the Summit at Leaders Week.

• Inside the rise of Goalhanger as a storytelling powerhouse, and what the success of hit podcasts The Rest is Football and The Rest is Entertainment reveals about changing audience habits and the demand for expert-led, personality-driven content. 

• How the UK’s most recognisable voices have mastered storytelling across formats, from live sport and broadcasting to publishing, TV and long form audio. 

• The craft behind compelling stories: building audience connection, shaping narrative and why great storytelling sits at the heart of sport, media and entertainment. 

• LIV 2.0: a new era for the global golf series
• Leading through change and challenge
• The new business model and what it means for players, fans, and investors

• Weaving major sports events through cities, making an economic and cultural impact. 

• The festivalisation of sport and how do it in style: concerts, food, brand showcases. 

• Making the long-term investment cases for national and regional brand-building. 

• Exploring the major technology and data trends and how they impact fans
• How sports properties and broadcasters can build commercial value at a time of change
• Making sense of an increasingly complex fan and media environment

Brought to you by Sportradar

• Discover how owners, investors and operators are rethinking venues as year-round destinations that drive revenue and strengthen community connections. 

• Dissect the business case for venue investment: from increasing attendance to broadening income streams, while ensuring innovation stays balanced with tradition. 

• From design and technology to premium experiences and mixed-use development, exploring the innovations shaping the next generation of sporting infrastructure.

• An exclusive first look at this year’s EY Sports Engagement Index. 

• Charting the sports rising, falling and catching the eye. 

• Spotting the sports worth investing in before anyone else does. 

• Adopting and maintaining a unified and centralized data approach. 

• Unlocking the potential of AI and CRM to serve global fanbases. 

• Innovation in personalisation: what it takes to get to know every fan. 

Brought to you by Salesforce

• Discover how Piing turns event downtime into high-energy, interactive experiences that get crowds involved – helping brands and rightsholders create more engaging fan experiences.
• Get ready to play along yourself and get an exclusive peek of Piing’s brand new stadium-sized game.

• A rare joint appearance from Arsenal CEO Rich Garlick and KSE President of Teams & Media Operations Kevin Demoff, offering an inside look at the Kroenke family’s multi club model spanning eight teams across global sport, including Arsenal, Los Angeles Rams, Denver Nuggets, Colorado Avalanche, Colorado Rapids and Colorado Mammoth. 

• The anatomy of sustained success: from Arsenal’s 2025/26 Premier League title, the Rams’ Super Bowl win, the Avalanche’s Stanley Cup and the Nuggets’ NBA title, the Kroenkes have won an unprecedented four championships across major leagues in four years. 

• How KSE has built one of the most valuable and successful ownership models in sport aligning long-term investment, leadership continuity and cross portfolio expertise to drive performance on and off the field. 

• The maths behind the content + talent + IP equation
• Building Brand Beckham (and Brand Shaq)
• Cultural capital: finding the nexus between sport, culture, fashion and content to create value

• The Evolution of Sports Finance: Navigating Global Capital Flows, Investments in Sport and Financial Risk Management
• Frictionless Cross-Border Cash Flow & FX: Eliminating international payment delays, optimising liquidity with working capital solutions and protecting margins from currency volatility.
• Diversifying revenue & streamlining cashflows: How global sports clubs navigate the evolving sports finance ecosystem to capture new income streams and optimise their capital.

• Why the journey to and from your venue has a direct impact on fan satisfaction, repeat attendance and revenue growth.
• How parking and transport decisions influence attendance, dwell time, spending and overall satisfaction, regardless of operational ownership.
• Real-world strategies to create a smoother fan journey and unlock new commercial opportunities.

• Creating a Connected Fan Experience: Connecting marketing, service and engagement across every touchpoint.
• Data & AI in Action: Using unified data and AI to better understand and serve global audiences in real time.
• Driving Digital Transformation: Modernising systems and infrastructure to improve efficiency, scalability and innovation.

In this session, TikTok will share never-before-seen data and insights on the athlete and sports content ecosystem on the platform, including key learnings from the 2026 FIFA World Cup.

Discussion will explore:

• How athletes are building identity, influence and communities beyond sport.
• How TikTok enables deeper cultural connection between athletes and fans, with case studies from leading athletes.
• How athlete communities are creating new opportunities for brands, from engagement and affinity to monetization.

In the room, you’ll connect with TikTok’s Athlete Partnerships team and global Sports leadership.

• The Fertility Futures Project, a UK charity, shares findings from its research with elite female athletes and leaders across sport
• What lived experiences reveal about fertility education, family planning and the cultural, financial and structural barriers facing athletes
  
• What governing bodies, sports organisations and industry leaders need to do to turn the conversation into meaningful, practical change

• Wednesday 12pm: Setting the Pace: Chelsea Women’s Next Chapter
  Hear from: Carly Telford, Commercial & Relationships Manager, Chelsea FC Women & Giulia Mazzia, Chief Revenue Officer, Chelsea FC WomenFrom sporting excellence and commercial growth to fan engagement and global ambition, hear how Chelsea Women continue to set the standard on and off the pitch.
• Wednesday 3pm: Building with Purpose: The Bay FC Approach
  Hear from: Bernard Gutmann, President, Bay FC & Paul Green, Chief Football Officer, Bay FCFrom culture and identity to sporting ambition and fan growth, hear how Bay FC is building one of the most ambitious new clubs in women’s sport and the lessons they’ve learned along the way.
• Thursday 9.30am: Pedal Power: The race to drive women’s cycling forward
• Hear from: Dani Rowe, Olympic Gold Medallist & Broadcaster, and Kate Veronneau, Director of Women’s Strategy, ZwiftFrom the rise of the Tour de France Femmes to the growing influence of athlete voices, hear how elite athletes are helping to drive visibility, fandom and growth across women’s sport.
• Thursday 12pm: A CMO’s Perspective on Investing in Women’s Sport
  Hear from: Andrea Brimmer, Chief Marketing & Public Relations Officer, Ally FinancialHear how one of the world’s leading marketers is using women’s sport to drive brand growth, fan engagement and business impact.

• How Saudi Arabia is creating the physical foundations of a global sports powerhouse, with unprecedented investment in stadiums, training centres, entertainment districts and event infrastructure designed to support elite competition and long-term industry growth. 

• From world-class venues and major destination developments to new facilities for athletes and fans, exploring the infrastructure strategies helping the Kingdom attract the biggest events, rights holders and commercial partners in global sport. 

• Looking ahead to the FIFA World Cup 2034, examining how today’s investments support Vision 2030 and Saudi Arabia’s emergence as a leading international sports hub: driving participation, tourism and economic development. 

• An inside look at how Moonbug Entertainment, home to global hits like CoComelon, builds stories that captivate the youngest audiences at scale. 

• The art and science behind crafting screen time that’s safe, enriching and irresistibly engaging for kids. 

• How Moonbug is shaping the next generation of children’s entertainment through data driven creativity, lovable characters and a global content strategy. 

• An exclusive conversation unpacking the latest developments in sports streaming. 

• What sports properties need to know about building a successful streaming product. 

• A question of geography: understanding ever-shifting market dynamics. 

Brought to you by Viewlift

To register your interest in attending this forum, please fill out the form here.

A future where every fan is known, owned and understood – and AI is at the door.
Brought to you by Stadion and FusionAuth 

2.30pm-2.45pm
Welcome and scene-setting: Fan identity as the commercial battleground of the next decade 

Russell Stopford, CEO, Stadion
Brian Bell, CEO, FusionAuth 

2.45pm-3.15pm
Agentic fandom: A new way for fans to find you and you to find fans 

• The golden opportunity of personalisation at scale 

• How AI-enabled ecosystems change the loyalty dynamic 
• Building – and rebuilding – trust and loyalty on both sides

Teodora Ivanova-Limon, Chief Business Officer, WTA

Andrew Hatfield, Senior Director, Product and Corporate Marketing, FusionAuth

Ralph Rivera, Managing Director, Playmaker Ventures Group and Senior Advisor, Euroleague

3.15pm-3.45pm
Facilitated roundtable discussion 

3.45pm-4.10pm
Networking break 

4.10pm-4.40pm
Owning the full fan relationship: the quest for the golden record 

• Stitching together streaming, retail and ticketing – mapping every touchpoint 

• A single fan record: how to find clarity in a complex digital environment 

• The reality of building fan identities: what to avoid, what to do more of and when to do it 

Jerry Newman, Chief Marketing Officer, Brighton & Hove Albion
Stephanie Rogers, Chief Marketing Officer, San Francisco 49ers
Ed Brafman, Director of Digital Products, Chelsea FC

4.40pm-5.00pm
Takeaways, wrap up and continued discussion

Russell Stopford, CEO, Stadion
Brian Bell, CEO, FusionAuth 

• How leading investors are assessing the current state of the sports industry from valuations and deal flow to emerging opportunities across leagues, teams and adjacent assets. 

• Inside the investment lifecycle: from successful entries and value creation strategies to high profile exits, and what defines a winning play in today’s market. 

• The evolution of sport as an asset class, with perspectives on consolidation, multi club and multi league strategies, and how investors are navigating risk, scale and long term growth. 
• What you’ll learn: Where the operators holding the purse strings think the smart money should be spent 

Building brand relevancy through licensing:

• How Disney combines storytelling and partnerships to connect with audiences and drive relevancy
• From Selfridges and Primavera Sound to sport, food and experiential retail, how Disney takes its brands into unexpected territories and reaches new audiences
• Combining brand principles with creative freedom to influence globally

• Exploring a league-wide culture of innovation, from broadcast to internationalization. 

• Embracing change and how to enhance a cutting edge league product. 

• How to bring along clubs, partners and players on the league’s growth journey. 

Brought to you by Serie A

• Why the most valuable data in your organisation may be the data you’re using least.
• A future where AI compresses months of work into days and changes how organisations make critical decisions.
• When intelligent systems move faster than people, what happens to governance, accountability and trust?

• How the LEGO Group combines creativity, innovation and the power of play to engage audiences beyond traditional toy categories
• From F1 to FIFA, to collaborations with the world’s most influential entertainment brands, how LEGO creates culturally relevant partnerships and transforms fandom into participation
• A behind-the-scenes look at the creative mindset and culture fuelling innovation across one of the world’s most loved brands

• How a joined-up approach is taking the league and its players to the world
• From existing hockey culture to hometown heroes – the strategic importance of ice hockey’s deep European roots
• Taking an innovative approach to international market growth

Brought to you by NHL and the NHLPA

• A presidential-style debate sees two industry leaders opine on sports’ biggest topics
• From rights valuations to the closing gap between sports and entertainment: what’s working and what needs work?
• Listen in to the solutions, answers and ideas brought, and weigh into the discussion

• From live events to content and media, how to scale something new and different. 
• Building and shaping IP to meet the demands of modern consumers. 
• How to shape your creative ideas to become attractive to investors. 

• The evening of celebration, networking and connection across Stamford Bridge at the end of day 1 of the Summit. 

• Drinks in the village, from 17.00, followed by drinks, food and entertainment at the House of Legends and The Dugout. 

• Listen in as three sporting CEOs from across the world share common challenges, trends and predictions. 

• Where the big bets, and the big shorts, are being placed by the decision makers running the industry. 

• Behind the headlines: what they really think about the big issues, from AI to international dealmaking. 

• Reddit Co-Founder Alexis Ohanian explores how entrepreneurial thinking can help established institutions innovate faster and remain relevant to changing consumer behaviours  

• From investment to engagement, lessons on authenticity and creating meaningful connections with younger and different fans in an increasingly fragmented media landscape  

• Why community is becoming sport’s most valuable asset, and what clubs can learn from the platforms, creators and digital-native brands that have mastered audience-building at scale  

• An exclusive chance to eavesdrop on the post-World Cup war room, as MLS Commissioner Don Garber discusses league and legacy ambitions
• The next step for soccer in the States: 2027’s schedule shift, how the media mechanics have evolved, and the role of ownership expertise from outside the MLS – and outside of soccer
• MLS from 1994 to today: the role of innovation, investment and long-term vision in creating enduring sporting empires

• What the next era of athlete profiling will look like. 

• Working cross-platform: developing content strands that travel. 

• Blending in brand partners and celebrities: driving engagement and emotion. 

• What it takes to grow one of the standout events in women’s golf – event delivery, commercial strategy and fan engagement
• Unlocking commercial and brand partnership opportunities, through world-class production and joined-up thinking
• Working with brand partners to engage audiences and deepen collaborative relationships

To register your interest in attending this forum, please fill out the form here.

For years, progress has often been driven by specialist teams, EDI leads and influential leaders. But as organisations face increasing complexity, workforce change, technological disruption and greater scrutiny, a new opportunity is emerging. 

How do you move from individual energy and advocacy to organisation-wide accountability and impact, to unlock true commercial benefits and momentum? 

10.00 – 10.10 – Welcome 

10.10 – 10.40
From Silos to Success: Setting the Strategy & Driving Organisational Impact  

Embedding cultural change and impact into strategy, governance and commercial decision-making. Culture and impact no longer sits solely within HR, People or EDI functions. The most effective organisations are gaining a commercial advantage by embedding impact across leadership, business priorities and each and every team. 

• How leaders create shared ownership across an organisation 

• Embedding culture into strategy and decision-making 

• Building strategy and operational excellence that outlasts individual champions 

Sharlene John , Head Of DEI, Talent, Onboarding and Employer Branding, Selfridges
Moderator: Shona Crooks, Head of DEI, Management Futures 

10.40-11.10 – Facilitated roundtable discussion 

11.10 – 11.30 – Networking break 

11.30 – 12.00
Building Cultural Currency: How Global Sports Businesses are Driving Relevancy and Fandom 

Through short presentations and discussion, this session will explore how organisations across different sectors and markets are creating commercial momentum 

• How cultural inclusivity can drive fandom 

• Successful global stories on cultural leadership and storytelling 

• Reframing the narrative and driving impact

Ashley Fosberg, Chief Impact and Fan Engagement Officer, Seattle Sounders FC and Seattle Reign FC
Moderator:  Amar Singh, Senior Vice-President, Content & Creative, MKTG 

12:00 – 12:30
Why Inclusion Is a Commercial Conversation: 10 Ways to Influence Decisions, Investment and Action

Jo Major, Level Equals
Liam Parmenter, Level Equals

• Discover how Piing turns event downtime into high-energy, interactive experiences that get crowds involved – helping brands and rightsholders create more engaging fan experiences.
• Get ready to play along yourself and get an exclusive peek of Piing’s brand new stadium-sized game.

• A landmark, first-ever joint conversation between NWSL Commissioner Jessica Berman and WSL CEO Nikki Doucet, bringing together the leaders of the world’s two most influential women’s football leagues. 

• The priorities shaping each league’s next chapter, from NWSL expansion and infrastructure investment to the WSL’s rebrand and new era of independent, commercially focused governance. 

• How two distinct models are driving growth at scale, and the shared ambition to build the most competitive, investable and globally relevant leagues in women’s football. 

• On-location and in content: how celebrities can help build cultural relevance and crossover appeal. 

• Creating content and building storylines around famous faces. 

• Fashion, music and entertainment tie-ins, using star power to draw in brands and audiences. 

– Creating seamless, real-time activations across the entire fan journey inside and outside the venue
– Harnessing data and technology to deliver more relevant, personalised fan experiences
– Turning every interaction into an opportunity to deepen engagement, build lasting loyalty and drive incremental revenue

Brought to you by Fortress

• A conversation with Ally Chief Marketing and PR Officer Andrea Brimmer on the brand’s industry‑defining commitment to women’s sports, including its landmark 50/50 media investment pledge – achieved a full year ahead of schedule
• Inside the strategy behind Ally’s approach: how purpose‑driven marketing, bold partnerships and consistent investment are helping to reshape visibility and commercial equity in women’s sport
• A personal reflection on Brimmer’s career journey as one of the most influential voices in sports marketing, and the leadership principles driving change across brands, leagues and audiences

– What’s driving patriotism in women’s football ahead of the biggest Fifa Women’s World Cup yet
– Sponsor cut-through: why and how women’s football is particularly effective
– Where patriotism meets sponsorship attribution, and how brands should be leaning in

Brought to you by GWI

• Creating a range of tiered experiences to meet B2C and B2B needs – from ultra-premium to premium-informal
• How the All England Lawn Tennis Club, Keith Prowse and Levy are continuously enhancing the experience
• How the premium experience proposition will grow as the AELTC expands

Brought to you by Lyvera

• An exclusive conversation featuring RAJ Sports’ Alex Bhathal and Lisa Bhathal Merage, the brother and sister ownership team behind the NWSL’s Portland Thorns and WNBA’s Portland Fire. 

• Inside the ambitions to establish, and cement, Portland’s status as a global epicenter for women’s sports through investment and community engagement. 

• From the development of a first-of-its-kind facility to wider aims for the city, hear how RAJ Sports are bringing to life a unified vision across both franchises. 

• How to operate effectively working across markets, cultures and commercial structures
• Identifying what translates and adapting to local market realities
• As US sponsorship and commercial strategies evolve, what to export and what to leave at home

Brought to you by KLUTCH Sports Group

• Tweaking, iterating and evolving the on-track product and off-track experience. 

• How blending innovation and creativity is propelling NASCAR’s brand forwards. 

• Banking on AI to enhance content creation and deepen fan relationships. 

Brought to you by Next League

• Turn video media into revenue-generating assets through AI-powered search, personalisation and content creation. 

• Deliver greater value for sponsors and fans with smarter content discovery, recommendations and activation opportunities. 

• Scale content output without scaling headcount by automating workflows, localisation and highlight creation. 

• Exploring the financial ecosystem that powers clubs, leagues, brands, broadcasters, and suppliers
• The operational realities of managing money across markets, currencies, and stakeholders
• How better financial infrastructure can support innovation, growth, and stronger commercial outcomes

• The Women’s Sport Trust present exclusive proprietary research and their new report exploring ‘The Undervalued Economy’, examining the gap between the value women’s sport creates across an organisation and the value captured by traditional commercial measures.
• Is sport is making investment decisions based on incomplete information? What changes when organisations start measuring it differently and who captures the advantage first?
• Hear the case for organisational and structural change required to effectively measure the value of women’s sport.

• Join Charlie Copsey and Fleur East, Co-Founders of Grow Your Movement, the community platform for women to learn, connect and grow, for a special recording of their podcast, ‘The Gym Session’
• They’ll be talking about their mission for the business and will be joined by a very special guest from the world of sport, discussing their own growth journey
• Failures, setbacks, wins, when fear has got in the way and how to find the confidence to perform at the highest level

• A live update on the NBA’s industry-shifting plans to launch a new league in Europe in 2027 in the hours after momentous discussions at Euroleague.
• The investment case for franchisees; where is the value, how will it be built, grown and realized?
• Inside the league’s plans for ‘one of the largest marketing campaigns of any consumer brand, period.’

• Why viewing sports marketing through a strategic lens is a non-negotiable
• An agency reality check: why playtime is over and sports marketers need to go to work
• How to position sport as the ultimate vehicle for business storytelling

Brought to you by George P. Johnson

• Why computer vision and remote assessment have changed what’s possible
• The major pinchpoints: fragmentation, lack of a joined up approach and governance as an afterthought
• Making sense of the move from products to platforms to infrastructure

Brought to you by Humain

To register your interest in attending this forum, please fill out the form here.

How your people and technology can create more impactful fan experiences at your venue.
Brought to you by Humanforce

2.30pm – 3.00pm 
The Front Line of Fan Engagement: Mobilising and Maintaining Your Event Workforce 

• How to attract, train and keep the people keeping your venue running 

• Building and transmitting a guest-first, positive culture with your team  

• Volunteers, short-term and event day staffing: who’s on your team and how to get them up to speed 

Eve Crotty-Joyce, Technology Manager, Ascot Racecourse
Ed Fallon, Group Head of People Operations, Absolute Taste   

3.00pm – 3.30pm
Facilitated roundtable discussion 

3.30pm – 4.00pm
Networking break 

4.00pm – 4.30pm
Venue technology: How Automation and AI are Enhancing Operations and Experience 

• How to build in new tech solutions to benefit customers and staff 

• Responding to live challenges on matchday: where and how tech can point out solutions 

• Testing and learning in a relentless live event season; what to switch on and when

Andrew Williams, Chief Customer Officer, Humanforce

Chris Bryant, Managing Director, UK & Ireland 2028 Limited

4.30pm – 5.00pm
Discussion and takeaways 

• The growing role of major football clubs as impactful storytelling platforms
• How fintech and sport can work together to land messages, drive awareness and educate
• Establishing shared objectives and measurable business outcomes: how globally recognised brands align and collaborate

– Mission, purpose and community – sport as a lifestyle choice
– Where major events meet mass participation – creating and strengthening the link
– How to develop commercial strategies to wrap around communities and participants

Brought to you by Saudi Sports for All Federation

• How the Laver Cup, LOVB and the International Dance League turned ambition into reality
• What it takes to build real credibility with fans, brands and broadcasters
• Defining and deploying the commercial model: franchises, media strategy and investor relations

• A front-row look at the shifting dynamics of live sports rights, with insights from IMG’s global negotiations and Netflix’s entry into live content.
• The role of storytelling, interactivity and platform-native formats in enhancing live sports experiences. 
• How platforms are reshaping the value of premium rights and what it means for leagues, federations and fans. 

• Four major brands and their representatives tell us what they would be rid of in the sports marketing world. 

• Revealed: the pet peeves brand leaders come across when they’re working in sports, to understand what to avoid. 

• Each guest brings their own item, makes their case, and you as the audience decide which is consigned to Room 101. 

• Three industry voices reflect on the defining moments, decisions and experiences that have shaped their personal journeys, careers and the wider sports industry over the last ten years
• Trained by Goal Click in the art of spoken storytelling, listen into crafted narratives that challenge our perception of the roles that move sports forward
• Looking ahead to the next decade, uncover forecasts of the trends, challenges and opportunities that will define sport’s future

• A conversation with senior voices from two iconic brands on how they define identity, stay culturally relevant and evolve in a fast moving consumer landscape. 

• How Vans and lululemon are positioning themselves at the intersection of sport, lifestyle and culture, from action sports heritage to performance innovation, and the partnerships that bring those strategies to life. 

• A look at how brands are engaging the sports industry beyond traditional sponsorship, using community, product storytelling and experiential activation to build deeper, more authentic connections with fans and consumers.