Agenda

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08:30AM
Networking

New Era Meet-Up

AM
Networking

New Era Meet-Up

Join us and connect with fellow women and non-binary sports executives and grab some refreshments before the next sessions start.

You can confirm your place when we release the event app in February.

*Please note, this meet up is for females and non-binary sports executives only.

09:30AM
Keynote

Unlocking the power of AI in sports and entertainment

AM
Keynote

Unlocking the power of AI in sports and entertainment

Supported by

From hyper-personalised content to immersive fan experiences, learn how AI is shaping the future of sports media through the lens of the world’s biggest properties. What you’ll learn:

The latest uses of AI in sports media to deliver tailored content and enhanced engagement.
How AI in creating immersive fan experiences that go beyond traditional media formats.
What POCs are the biggest global sports leagues investing in right now.

Speakers:

Bill Bailey

Satisfi Labs

Chief Revenue Officer

John Nicastro

MLS

Chief Technology Officer

Alon Cohen

UFC

SVP of Research and Development

Speakers Include:

10:05AM
Case Study

Teeing up technology: PGA Tour’s innovation drive

AM
Case Study

Teeing up technology: PGA Tour’s innovation drive

Supported by

Explore how the PGA Tour is using AI to revolutionise golf, from enhancing player performance and optimising tournaments, to creating immersive fan experiences. What you’ll learn:

The innovative ways AI is used to create immersive and personalised fan experiences in golf.
The evolving expectations of golf fans in today’s digital world.
PGA Tour’s future vision as AI continues to rapidly transform sports.

Speakers:

Ken Lovell

PGA Tour

SVP of Golf Technology

Speakers Include:

10:30AM
Workshop

AI in action: From implementation to monetisation

AM
Workshop

AI in action: From implementation to monetisation

Artificial Intelligence is transforming the sports industry—enhancing fan engagement, optimising operations, and unlocking new revenue streams. This exclusive workshop brings together senior executives to explore how AI is reshaping sports business strategies – from internal operations to fan-facing initiatives. Through interactive discussions and real-world case studies, attendees will gain insights into:

How AI is being used to personalise the fan experience
The role of predictive analytics in content, ticketing, and sponsorship strategies
AI-powered automation and efficiencies in sports operations
Innovative ways organisations are monetising AI-driven engagement

Join us for this intimate, Chatham House-style session designed to spark collaboration and actionable takeaways for integrating AI into your business. With limited seating available, be sure to apply to join this dynamic conversation.

10:30AM
Networking

Networking & refreshment break

11:30AM
Case Study

Game, set, match: Powering the US Open fan experience

AM
Case Study

Game, set, match: Powering the US Open fan experience

USTA and IBM delve into the AI that’s transforming the US Open fan experience and creating world class digital experiences for tennis fans worldwide. What you’ll learn:

How US Open’s GenAI content engine covers hundreds of matches with descriptions and reports.
How USTA rolled out AI-generated commentary for highlights.
The digital partnership’s plans ahead of US Open 2025.

Speakers:

Brian Ryerson

United States Tennis Association

Senior Director, Digital Strategy

Tyler Sidell

IBM

Technical Program Director, Sports & Entertainment Partnerships

Speakers Include:

12:00PM
Tech Showcase

Maximising the value of your digital content inventory

PM
Tech Showcase

Maximising the value of your digital content inventory

Supported by

Discover innovative ways to streamline how you manage photos, videos, sponsor logos and more by harnessing the power of AI and digital asset management technology. See how teams and leagues are leveraging these tools to more efficiently and effectively leverage content assets for themselves, their athletes, and sponsors. What you’ll learn:

The true value of your digital content inventory and how to make the most of it.
How AI and DAM can empower your operational efficiency.
How to use these technologies to facilitate commercial growth.

Speakers:

Andrew Hall

Canto

VP, Global Demand Generation

Speakers Include:

12:30PM
Presentation

AI Pitching power sprint

PM
Presentation

AI Pitching power sprint

Supported by

Sports technology is transforming the industry at a rapid pace. Hear from innovative tech-enabled start-ups as they pitch their solutions to industry challenges – all in front of our panel of experts and you, the audience!

Speakers:

Danny Oh

Pixelscope

Director, Business Development

André Antonelli

Machina Sports

CEO

Speakers Include:

13:00PM
Networking

Networking & refreshment lunch

14:00PM
Interview

Comcast NBCUniversal SportsTech’s innovation strategy

PM
Interview

Comcast NBCUniversal SportsTech’s innovation strategy

Comcast NBCU SportsTech is a leading accelerator program that identifies, invests in, and accelerates the growth of innovative startups at the intersection of sports and technology. What you’ll learn:

How Comcast NBCUniversal SportsTech’s program differs from others and what innovation they see driving the sports industry.
What role partners like the Premier League, NASCAR, and the PGA Tour play in the strategy.
How SportsTech is leveraging AI to personalise the fan experience.

Speakers:

Brian Ring

Ring Digital

Principal Analyst

Jenna Kurath

Comcast NBCU

VP, Startup Development & Head of Comcast NBCU SportsTech

Speakers Include:

14:30PM
Case Study

Shaping the future of creativity with AI

PM
Case Study

Shaping the future of creativity with AI

Supported by

Puma may be a legacy brand, but it’s not scared to test out new technologies. Discover how PUMA leverages AI and emerging tech to redefine fan engagement while shaping the future of sportswear design. What you’ll learn:

How PUMA leverages generative AI to enable fan-driven and personalised experiences.
The practical applications of AI in brand innovation, from product creation to engagement.
The strategies for integrating AI to enhance brand identity and fan connection.

Speakers:

Carrie Crigler

Optikka

Co-Founder & COO

Ivan Dashkov

PUMA Group

Head of Emerging Marketing Technology

Speakers Include:

15:00PM
Presentation

AI’s game changer: Microsoft’s playbook for sports innovation

PM
Presentation

AI’s game changer: Microsoft’s playbook for sports innovation

Microsoft is revolutionising sports through strategic AI partnerships with major leagues like LaLiga, the NFL, and the NBA. In this session we’ll discuss:

Where’s Microsoft prioritizing AI: streamlining operations or supercharging fan engagement, and why?
Which sports partners are truly leveraging Microsoft’s AI?
What AI advancements are truly game-changing, and what’s just noise?

Speakers:

Mike Pell

Microsoft

Envisioneer & Director, The Microsoft Garage

Josh Walker

Sports Innovation Lab

Co-Founder & President

Speakers Include:

15:30PM
Networking

Networking & refreshment break

16:15PM
Case Study

Betting on AI: Fanatics Betting and Gaming’s playbook

PM
Case Study

Betting on AI: Fanatics Betting and Gaming’s playbook

Supported by

Discover how Fanatics Betting & Gaming leverages AI to revolutionise responsible gaming, while enhancing player experiences, and ensuring smarter, safer play. Also gain insights into how AI is being used across finance. What you’ll learn:

How machine learning proactively identifies problematic gaming behaviors and better protects at-risk users.
How Fanatics processes clickstream data from users in near real-time through AI.
How AI elevates betting and gaming experiences, from high-quality and low latency, to interactive live content.
How pivotal AI implementation is in the industry’s fastest growing sector.

Speakers:

Peter Scott

Play Anywhere

Chief Strategy Officer

Andrea Ellis

Fanatics Betting & Gaming

Chief Financial Officer

Maddy Want

Fanatics Betting & Gaming

VP, Data

Speakers Include:

16:45PM
Keynote

Spurs x OpenAI: An NBA masterclass in AI adoption

PM
Keynote

Spurs x OpenAI: An NBA masterclass in AI adoption

Supported by

The Spurs’ AI journey began in 2018. Since then, they’ve become pioneers in AI adoption and more recently became the first NBA team to deploy ChatGPT Enterprise. This session explores how the Spurs are working with OpenAI to harness AI and drive real business impact. What you’ll learn:

How the Spurs are taking a human-centric approach to AI adoption across the team.
The innovative use cases that have emerged from the Spurs’ GenAI programme.

Speakers:

Wade Morgan

OpenAI

Account Director

Chris Wilson

MediaKind

Head of Product Marketing

Charlie Kurian

Spurs Sports & Entertainment

Director of Innovation & Strategy

Speakers Include:

17:15PM
Networking

Networking drinks

Reset

09:45AM
Case Study

Connecting the fans: Cisco’s tech-driven transformation of St. Louis CITY SC

AM
Case Study

Connecting the fans: Cisco’s tech-driven transformation of St. Louis CITY SC

St. Louis CITY SC is raising the bar for fan experience with a major technology partnership in Cisco. This collaboration aims to create one of the most connected and fan-centric environments in the MLS. What you’ll learn:

How does this partnership with St. Louis CITY SC align with Cisco’s broader strategy for supporting and advancing technology in the sports industry?
What are the long-term goals of the partnership between Cisco and St. Louis CITY SC?
What specific Cisco tech are being deployed at CITYPARK to ensure seamless connectivity?

Speakers:

Matt Sebek

St. Louis City SC

Chief Experience Officer

Bryan Bedford

Cisco

Global Director, Sports, Media, Retail & Hospitality

Speakers Include:

10:15AM
Presentation

Distinguishing hype from reality: Sport in the age of GenAI

AM
Presentation

Distinguishing hype from reality: Sport in the age of GenAI

Supported by

Stats Perform’s Chief Scientist Dr Patrick Lucey will separate hype from reality, examining what truly differentiates cutting-edge AI innovation in sport from generic LLM applications. . What you’ll learn:

Levelling-up access to tracking, advanced measurements, predictions, highlights and insights.
Impact on sports storytelling & productivity today for major and minor leagues.
Lessons from 10 years pioneering AI in sport and how it means the past will unlock even more growth for rights holders, broadcasters, teams, publishers and sportsbooks in the future.

Speakers:

Dr Patrick Lucey

Stats Perform

Chief Scientist

Speakers Include:

10:45AM
Networking

Networking & refreshment break

AM
Networking

Networking & refreshment break

Take time out for refreshments, catch up with your peers in our pre-booked meeting spaces and visit our exhibition areas to discover the latest products and solutions.

11:30AM
Case Study

Cameras, action, insights: Computer vision for sports analysis

AM
Case Study

Cameras, action, insights: Computer vision for sports analysis

Supported by

Discover how Relo Metrics uses NVIDIA’s H100s and AI models to analyse sports video in real-time. In this session you’ll learn:

Relo Metrics’ use of NVIDIA hardware/software for accelerated computer vision.
Video search and summarization for scene detection.
Actionable insights from Relo Metrics’ Media Value Center.

Speakers:

Jay Prasad

Relo Metrics

CEO

Speakers Include:

11:55AM
Panel

How AI is fueling monetisation and growth in emerging sports leagues

AM
Panel

How AI is fueling monetisation and growth in emerging sports leagues

AI is boosting sports revenue by creating new opportunities. Learn how data driven insights and personalised fan experiences help sports organisations monetise. Discover how AI:

Tags and categorizes digital assets for quick content repurposing, enabling timely marketing and monetization.
Replaces traditional workflows with a hyper-efficient media pipeline for fast, secure streaming.
Enables direct-to-consumer content management, distribution, and monetisation, improving fan engagement.

Speakers:

Michelle Munson

Eluvio

CEO and Co-founder

Speakers Include:

12:25PM
Case Study

AI-Powered revenue: Ticketing & sponsorship in sports

PM
Case Study

AI-Powered revenue: Ticketing & sponsorship in sports

Supported by

Gen AI is revolutionising sports ticketing and sponsorship. This session will discuss practical integration strategies and real-world examples of AI’s impact on ticket sales and partnerships.

Speakers:

Shripal Shah

Next League

Chief Digital Officer

Speakers Include:

13:00PM
Networking

Networking & refreshment lunch

14:00PM
Case Study

Unlocking the possibilities of AI: How Meta is equipping content creators

PM
Case Study

Unlocking the possibilities of AI: How Meta is equipping content creators

Join Meta to learn more about the cutting-edge Gen AI technology they’re developing for the world of creators and sports organisations.

What you’ll learn:

Introduction to AI Studio and use cases for creators, and fans to create, share, and discover AIs.
How AI at Meta is personalizing the sports fan experience

Speakers:

Alex Cook

Speakers Include:

14:30PM
Interview

The new rules of engagement: AI, Immersive Tech, and Transformative Partnerships

PM
Interview

The new rules of engagement: AI, Immersive Tech, and Transformative Partnerships

Rachel Jacobson, renowned for successful collaborations with leading sports and technology brands during her time at the NBA and Drone Racing League, now leverages her expertise at Infinite Reality (iR). What you’ll learn:

How does Infinite Reality ensure its immersive experiences remain cutting-edge and anticipate future technological advancements?

Speakers:

Josh Walker

Sports Innovation Lab

Co-Founder & President

Rachel Jacobson

Infinite Reality

CRO & President, Business Ventures & Partnerships

New Era Meet-Up

Unlocking the power of AI in sports and entertainment

Bill Bailey

John Nicastro

Alon Cohen

Speakers Include:

Teeing up technology: PGA Tour’s innovation drive

Ken Lovell

Speakers Include:

AI in action: From implementation to monetisation

Networking & refreshment break

Game, set, match: Powering the US Open fan experience

Brian Ryerson

Tyler Sidell

Speakers Include:

Maximising the value of your digital content inventory

Andrew Hall

Speakers Include:

AI Pitching power sprint

Danny Oh

André Antonelli

Speakers Include:

Networking & refreshment lunch

Comcast NBCUniversal SportsTech’s innovation strategy

Brian Ring

Jenna Kurath

Speakers Include:

Shaping the future of creativity with AI

Carrie Crigler

Ivan Dashkov

Speakers Include:

AI’s game changer: Microsoft’s playbook for sports innovation

Mike Pell

Josh Walker

Speakers Include:

Networking & refreshment break

Betting on AI: Fanatics Betting and Gaming’s playbook

Peter Scott

Andrea Ellis

Maddy Want

Speakers Include:

Spurs x OpenAI: An NBA masterclass in AI adoption

Wade Morgan

Chris Wilson

Charlie Kurian

Speakers Include:

Networking drinks

Connecting the fans: Cisco’s tech-driven transformation of St. Louis CITY SC

Matt Sebek

Bryan Bedford

Speakers Include:

Distinguishing hype from reality: Sport in the age of GenAI

Dr Patrick Lucey

Speakers Include:

Networking & refreshment break

Cameras, action, insights: Computer vision for sports analysis

Jay Prasad

Speakers Include:

How AI is fueling monetisation and growth in emerging sports leagues

Michelle Munson

Speakers Include:

AI-Powered revenue: Ticketing & sponsorship in sports

Shripal Shah

Speakers Include:

Networking & refreshment lunch

Unlocking the possibilities of AI: How Meta is equipping content creators

Alex Cook

Speakers Include:

The new rules of engagement: AI, Immersive Tech, and Transformative Partnerships

Josh Walker

Rachel Jacobson

Speakers Include:

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