Full Sports Marketing Summit program revealed, new sessions confirmed

The full program for the Mumbrella Sports Marketing Summit has been revealed, with new sessions from Wildcard, Goanna Academy and Australia’s top sports streaming services announced.

Wildcard by TLA’s general manger, Sam Fleming, will lead a session titled ‘Creativity in a Crisis: How it Can be Your Best Friend When Sh** Hits the Fan’.

Wildcard’s Sam Fleming

In sports, a crisis comes in many forms – who it affects, and how it is covered and handled, changes so rapidly with new media. One of the stronger levers in today’s sporting landscape is creativity, where it can guide a set of principles that an organisation lives by, and assist as a crisis management tool.

In this session, Fleming will review the key learnings from moments where creativity in a crisis has helped sport brands, codes and teams excel through difficult periods. He will narrow in on what a crisis really is in the sporting landscape, and provide fundamental principles delegates can use to harness creativity as a powerful tool to better connect with fans when it’s most critical.

The summit will also house a panel featuring Optus’ VP Clive Dickens, Fox Sports’ executive director, sports content and commercial, Rebecca McCloy, and Matthew Granger, director of sales – sports, at Nine Entertainment Co.

The trio will talk all things streaming, which has singlehandedly changed the sports media landscape.

(L-R): Dickens, McCloy, Granger

Australians over-index in sport consumed via streaming, and Dickens, McCloy and Granger will delve into the key themes of sport streaming.

They will discuss women’s sport, the changing face of content, advanced technologies and the future of sport streaming.

Finally, a session titled ‘How Brands Can Tap Into More Meaningful Partnerships with Athletes’ will see Goanna Academy’s CEO and co-founder, Brent Richardson, founder and managing director Greg Inglis, and Rich Digital’s commercial director, Alana Fechner, discuss how brands can rethink the role of athlete partnerships.

Today, most brands and marketers see athletes as a one-stop shop for reach, but this session will argue that brands should think about athletes more deeply: as a gateway to community cut through and social change.

(L-R): Richardson, Inglis, Fechner

Goanna Academy, Inglis’ mental health education provider, is the first Indigenous-owned provider of its kind in Australia. It was the first commmunity organisation to be endorsed by Headspace Australia and quality-assured by NSW Education. The academy will provide mental health education programs to over 10,000 youth and adults over the next 12 months.

The session will showcase how brands can successfully partner with an athlete’s purpose to drive more successful outcomes.

The trio will teach delegates why the ‘one and done’ sponsorship mentality should be thrown away – and why a new dawn of partnership and long-term collaboration should now exist.

The summit, taking place 24 August at the Royal Randwick (Australian Turf Club), will be followed by the Sports Marketing Awards, with shortlisted agencies including M&C Saatchi Sport & Entertainment and TLA Wordwide.

Tickets are available for the summit here.


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