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 two of 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. 

• Pinning down the sports marketing trends before they are trends. 

• The quest for cultural relevance: where sport meets the real world. 

• The AI question: how brands and marketers can make it work for them. 

• 10:00-10:30 – Welcome and panel: The rights packaging question: how best to carve up your content for hungry audiences. 

• 10:30-11:00 – Roundtable discussion. 

• 11:00-11:30 – Coffee break/networking. 

• 11:30-12:00 – Panel: The young audiences question: how to reach them if a social media ban becomes law. 

• 12:00-12:30 – Roundtable discussion. 

• 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. 

• 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. 

• Adding data, scores, positions and odds, to dynamic creative in real time. 

• How rights holders can enhance their digital inventory for brand partners. 

• A real-time case study, featuring 23XI Racing, Sportradar and Chumba Casino. 

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

• 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. 

• Finding your voice, honing your tone, and being brave. 

• The science behind the laughs: landing humour at scale. 

• How to bring brand partners, and corporate, along for the ride. 
• How humour can be a powerful persuasion tool, and built with thought into brand campaigns and audience engagement strategies

• 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 drivers spend less and stay less, and what that means for your revenue strategy. 

• How the fan experience starts and ends in your car park, and what operations teams can do about it. 

• From friction to fanbase: practical steps to turn parking into a competitive advantage for your venue. 

• 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.

• Beyond the performance: How athletes use TikTok to shape their narrative, reveal more of who they are and build a brand beyond sport 

• From followers to fandom: How TikTok’s products and tailored experiences help athletes build deeper, more engaged fan communities 

• From influence to value: How brands can partner with athletes on TikTok to drive engagement, affinity and consumer action 

• 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

• Open throughout the two days of the Summit, the lounge is a focal point for women’s sport at Leaders Week London. 

• An open-access destination for industry leaders to connect and exchange ideas, whilst exploring the challenges and innovations facing women’s sport globally. 

• It’s a place to hang out, to hear relaxed live discussions with experts from on and off the field and a space to collaborate and share experiences tailored for the unique challenges of women’s sport. 

• 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

14.30-14.45
Welcome and scene-setting: Fan identity as the commercial battleground of the next decade

14.45-15.15
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

15.15-15.45
Facilitated roundtable discussion

15.45-16.10
Networking break

16.10-16.40
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

16.40-17.00
Takeaways, wrap up and continued discussion

• 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 

• An exclusive and expansive look at how the world’s largest licensor brand approaches product and collaborations. 

• From F1 to MLB and major entertainment brands outside of sport, learn the balance between guiding principles and doing the unexpected. 

• What consumers know they want, what they don’t know they want, and how to spot the hidden insights. 

• 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 Lego approaches creativity in product-building and product marketing. 

• Weaving the magic of play into sports and entertainment collaborations, from F1 to Fifa, Pharell to Bluey. 

• Fostering a spirit of innovation, a peek inside Lego’s playground. 

• 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 five 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. 

• 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. 

• 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? 

• 10:00-10:40 – From Silos to Success: Setting the Strategy & Driving Organisational Impact. 

• 10:40-11:20 – Facilitated roundtable discussion. 

• 11:20-11:40 – Networking break. 

• 11:40-12:30 – Building Cultural Currency: How Global Sports Businesses are Driving Relevancy and Fandom. 

• 12:00-12:30 – Facilitated roundtable discussion. 

• 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 between Unilever Chief Marketing Officer Rani Al Hajji and Ally Chief Marketing and PR Officer Andrea Brimmer on the brands’ industry-defining commitment to women’s sports
• Inside the strategy behind the 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 Al Hajji and Brimmer’s career journeys as two 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. 

• 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. 

• Why traditional banking models are falling short for international sports organisations.
• Practical ways to simplify cross-border payments, cash flow, and risk.
• Balancing commercial ambition with operational efficiency, through strategic partnerships.

• 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

• 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. 

– 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 LOVB, the International Dance League and others are turning ambition into reality. 

• What it takes to build 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. 

• A forward looking discussion on the NBA’s expansion into Europe in 2027 spanning major cities including London, Paris, Madrid, Berlin and Milan, and combining permanent franchises with merit based qualification. 

• Inside the model taking shape, from a mix of new ownership groups, global investors and established club brands to questions around talent pathways, balancing NBA-caliber players with Europe’s deep local pipeline and existing club ecosystems. 

• Building world class arenas and media partnerships, unlocking an under-monetised market of fans, and creating a truly global competition that blends NBA scale with European sporting identity.