Edelman, True North and Paralympian Ellie Cole complete the Mumbrella Sports Marketing Summit lineup

Edelman’s associate director for analytics and psychometric analysis, Anjuli Bedi, will speak at the Mumbrella Sports Marketing Summit in Sydney, diving into the art of building brand fandom and maximising sponsorship dollars.

Edelman’s Bedi will explore brand fandom and how to build it

Through a psychometric approach, brands can use data to better understand consumer motivations, external triggers and behaviours – allowing them to tailor their content, messaging and channel strategy to create fan engagement campaigns which are more relevant.

Bedi will discuss how predictive analytics can enable brands to build fandom and create value through deep data-led insights into fans’ motivations for engagement and triggers.

True North’s Maynard will unpack the teams with the most emotional connections to Australians

Georgie Maynard, director of True North Research, will build on the theme of fans in a session outlining which teams have the most emotional connection to Australians.

True North has measured people’s connections to over 100 teams including 15 national teams and those in the AFL, NRL, BBL, Super Netball, Super Rugby, NBL, AFLW, A-League and more, plus each of these team’s and league’s sponsors.

The agency has evaluated over 800 sponsors and has data on how sponsors perform on key measures of awareness, sentiment, consideration, usage and trust.

Also confirmed is Australian Paralympian Ellie Cole, gold medal winner in London 2012 as well as Rio 2016 who is training to compete in Tokyo 2020.

Gold medal winning Paralympian Cole will join the panel on athlete generate media

Cole will join the panel ‘Trust, Tokyo and the next steps for AGM which also feature the Australian Institute of Sport’s Matti Clements as well as WNBL star and gold medal winner, Jenna O’Hea.

The panel will discuss athlete generated media in depth and will be moderated by PlayersVoice CEO Kerry McCabe.

Mumbrella’s Sports Marketing Summit will be opened by sessions from former Skins chairman, Jaimie Fuller, and one of Australia’s best known cricketers, Glenn McGrath, who will be in conversation with Havas Sports & Entertainment general manager, Francis Coady.

The summit will also include sessions from Sydney Kings CEO, Paul Kind, AFL’s head of China, Tom Parker, Port Adelaide Football Club’s GM of marketing and brand, Ollie Shawyer, Uber Eats head of brand and campaigns, Georgie Jeffreys and many more.

Winners of Mumbrella’s Sports Marketing Summit will also be announced directly after the conference with Mieke Buchan, Weekend Mornings host for Macquarie Sports Radio as MC.

Tickets to the Mumbrella Sports Marketing Summit on July 4 at the Four Seasons in Sydney are on sale now.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.