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// Key Themes
Take a first look at the content themes shaping the 2026 agenda.
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Optimising strategies to customise, personalise and monetise
What: Bespoke is the name of the game in 2026, as fans look for personalised and customisable ways to engage with their entertainment. Whether it’s in-venue solutions on game day or AI personalisation keeping fans engaged digitally, the organisations at the cutting edge are better than ever at giving fans what they want, when they want it.
Why: It’s no secret that fans want more than ever to justify the spend of their time, money and energy.
/ Understand how the market leaders deliver against what their fans expect
/ Measure up your solutions to the organisations that have cracked the code
/ Study the playbook for remaining agile in an increasingly adaptive industry
Building out your plans to take over the world
What: As all the major players continue to consider and develop their international footprint, and new sources of investment continue to come from various major markets worldwide, closing the cultural gap is more critical than ever. Whether it’s looking abroad to find new fans or working with global partners, learn how the market leaders win on the road.
Why: Global growth is increasingly about building authentic connections and navigating complex cultural, regulatory and commercial landscapes.
/ Master internationalisation to unlock new audiences, revenue streams and partnerships
/ Build your understanding of how to conduct business outside your home market
/ Take advantage of the ever more borderless sports economy by meeting
Redefining sponsorship through authenticity, integration and measurable value
What: Sponsorship in sports is evolving as more and more brand categories enter the game, from beauty and fashion to crypto and AI. Today’s sponsors want deeper integration – storytelling, data-driven activation, and meaningful connections with fans. At the same time, consumers are more cynical than ever, demanding authenticity and purpose from brand partnerships.
Why: The sponsorship playbook is being rewritten. To attract and retain partners, sports organisations need to deliver holistic, measurable value that goes beyond visibility.
/ Learn what brands look for – and what they steer clear of – when choosing their partners
/ Strengthen your existing partnerships by learning the language and metrics sponsors respond to
/ Unlock new revenue by discovering the newest entrants to the space, and their demands
When less is less, and more is more
What: In a world where consumers are time-poor and choice-rich, content output has become a high-stakes game. Rights holders and brands are flooding feeds with highlights, behind-the-scenes access and snackable formats to stay relevant. From gaming the algorithm to cutting through the noise across linear broadcasting, streaming, and companion content, the battle for attention is relentless.
Why: To win in an oversaturated landscape, you need strategies that prioritise discoverability, engagement and authenticity.
/ Build your strategy with top tips on how to achieve cut-through and make the feed work for you
/ Explore how audience favourites strategise, publish, monetise and measure
/ Discover the formats that need your attention to generate attention
Spotting the smartest bets in a fast‑moving sports economy
What: From the surge in women’s sports to the growing influence of private equity, money is moving fast – and smart strategies are essential. In an environment where organisations are expected to deliver everything from youth development to digital innovation, knowing where to invest and who to partner with is critical to staying ahead. Add to that the rise of disruptor leagues, which are reshaping traditional models and forcing incumbents to rethink their approach, and the picture becomes even more complex.
Why: The next big deal won’t come to you – you need to know where to look and how to position yourself.
/ Understand emerging revenue streams and the playbook for sustainable growth
/ Identify the winning decisions in a market where every choice matters
/ Anticipate disruption and capitalise on new ideas to end up holding the golden ticket
How smart planning, major events and venue ambition shape a city’s global appeal
What: From Brisbane to Brooklyn, from Rio to Riyadh, there’s a number of different approaches and strategies to becoming – and staying – a global sporting destination. Working with local stakeholders ahead of major events, using sports as a vehicle for tourism sponsorship and building world class attraction venues, who’s put their city on the must-visit list?
Why: Tourism and infrastructural investment can transform local economies, but only if the strategy is right.
/ Learn from a variety of international business models and how they differ in approach
/ Examine the blueprint for next-generation venues, facilities and districts shaping how whole cities run
/ Understand how destinations leverage sports, and how to work with the relevant stakeholders to succeed
AI innovation meeting strategy, impact and the next wave of industry growth
What: Technology is transforming every corner of the sports industry – from the pitch to the boardroom. Large language models and AI are powering smarter digital strategies and automating workflows at scale. On the field and in the broadcast booth, innovations like VAR, goal-line technology and real-time data overlays are redefining the live experience.
Why: The pace of innovation is only increasing and so knowing where to look and who to speak with is key to staying ahead.
/ Pick up business critical intelligence on how AI and emerging technologies are shaping operations and revenue models
/ Future-proof your organisation by mastering tomorrow’s technology
/ Engage in open discussion and interactive formats to move past theory and into practice
Seeing the bigger picture, setting the pace and steering the industry forward
What: The modern industry leader has more to navigate than ever: squaring innovation with stability, leading teams to deliver against demanding deadlines and communicating with clarity, all while making decisions that shape culture, performance and long-term growth. In a fast-moving sector flush with technological change and fleeting opportunities, having the blueprint for effective leadership sets the winning organisations up for success.
Why: The organisations that thrive are the ones with leaders who can think strategically, act decisively and build environments where people and ideas can excel.
/ Identify the traits, habits and philosophies shared by the industry’s most effective leaders
/ Understand how top executives handle internal dynamics and external pressures
/ Sharpen your own leadership toolkit to shape culture and strengthen your organisation
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