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// Content Themes
The Summit, Allianz Stadium
1 – 2 October 2025
Take a look at the content themes that will be discussed at The Summit, part of Leaders Week.
In partnership with:
WHERE THE MONEY’S MOVING IN SPORT
Private equity, sovereign wealth & new commercial streams
What: Private equity is now permitted in all of the major American leagues, and investment into sport reaches higher levels each year. With the continued growth of women’s sport, changes in valuations of media rights and more categories of brands and sponsors than ever before, it’s the perfect time to hear from investors and market experts on where the money’s being spent, the pros and cons of investment, and the new streams of commercial revenue set to be unlocked.
Why: Understanding how investors and brands are viewing the market is critical to unearth new opportunities for businesses across the industry, whether that’s an insider’s guide on how to work with investors or what consensuses are shared amongst those controlling the purse strings at the top of sport.
REACHING EVERY CORNER OF THE GLOBE
International aims, international games, reaching new fans
What: All eyes are on the USA ahead of the 2026 FIFA men’s World Cup, LA 2028 and the Club World Cup, whilst at the same time the 2034 FIFA men’s World Cup has increased the spotlight on Saudi Arabia’s sporting ambitions. International expansion is on the agendas of all the major leagues – most visibly through an increasing number of international games being played in Europe and elsewhere this year – while European football increasingly looks the other way.
Why: Sport is becoming more global than ever, and as leading organisations reach outside their local markets to reach new fans, get the inside track on both the strategies they’re deploying and the markets they’re prioritising.
MEETING THE MODERN CONSUMER
What fans want and how they want it
What: Modern consumers have more choice (and in many cases, less money to spend) than ever, and as a result are demanding more from their sports offering – whether that’s an increasingly bespoke entertainment experience, venues that transform matchday or purposeful commitments from the teams, leagues and brands that they engage with.
Why: As it becomes more challenging to convince consumers and fans to part with their money in a crowded market and challenging economy, hear smart perspectives from inside and outside of sport on how to discover what they want, how to build loyalty and how to act with agility to deliver it.
THE INSIDE TRACK FROM OUTSIDE OF SPORT
Cross-industry collaborations & rethinking your entertainment strategy
What: The leading organisations in sport are placing more time and resource into worlds beyond sport – content, gaming and media formats, collaborations with fashion brands, and lifestyle, music and entertainment strategies are all becoming commonplace for the most cutting-edge executives.
Why: You’ve told us you want to hear from the best outside of sports as well as those inside it – whether it’s the worlds of music, fashion, television or technology, there’s a host of tips, tactics and transferable lessons for the sports industry: from audience acquisition, formats, creative ways to activate to developing more powerful experiences.
THE TECH DRIVING TRANSFORMATION
Making sense of the technology the industry leaders are building and exploring
What: From alternative broadcasts and tech-driven new sports properties like golf’s new TGL, to how sports will work with large language models like ChatGPT, this is the opportunity for sports organisations to rethink how technology can work for them – whether that’s packaging content in different ways, considering how to process, share and analyse data, or discovering the must-have tech solutions for the modern sports organisation.
Why: In an industry where technology and how you use it can touch every part of your business from field to finance, better understand the products, the integrations and the solutions poised to drive transformational change – and how the people behind them are delivering them to market.
MODERN LEADERSHIP FOR MODERN ORGANISATIONS
Examining the organisational blueprints of the best in the business
What: Making sure you’re identifying, recruiting, training and retaining the best talent for your organisation is critical for businesses to operate successfully, especially at a time of rapid economic, societal and technological change. From the rise of the Chief People Officer to culture as a cornerstone of organisational strategy, and the ways in which the best leaders lead, there’s a wealth of lessons to be shared.
Why: With a focus on gathering leaders from in and around sports to speak at the Summit, listen in and discuss not only what leading organisations have been doing, but how they do it, and what makes the best-in-class operators work effectively and efficiently – get inside how the world’s most influential organisations operate.
HOW BRANDS SOLVE BUSINESS PROBLEMS
Understanding brand needs, wants and purpose in a disrupted, competitive marketplace
What: From new entrants to longstanding partners of the biggest properties, brands are increasingly creative in the deals they sign and how they activate, as getting in front of consumers becomes more complex and splintered. Whether it’s heritage brands balancing tradition against a fresh approach or disruptive newcomers rewriting the script, how brands think and what they want is more relevant than ever.
Why: Understanding how brands are evolving and what they really want from partnerships is essential in helping to deliver return on investment. In a competitive and cluttered space, unearth and showcase the most creative thinking, the smartest ways to reach fans and the data and analytics that underpin it all.
In partnership with:
