Mumbrella Sports Marketing Summit: Rebel’s approach to authenticity and 2023’s hypocritical stance on women’s sport

Rebel’s approach to authenticity, the power of sports podcasters, and 2023’s hypocritical stance on women’s sport are the next set of sessions locked in for Mumbrella’s Sports Marketing Summit 2024.

The session catalogue for the annual sports marketing conference – which already contains top-tier talent including Football Australia’s general manager for marketing, Nicole Zosh; the head of event brand marketing at Tennis Australia, Brittany Wickes; the Australian Grand Prix Corporation’s division manager – digital, Joel Mackenzie; and Victoria Berry, the head of strategy at FutureBrand – is growing with more of the sports marketing world’s innovators and thought leaders signed on to present.

The first new session being added to the mix is ‘When Sport is Stranger Than Fiction: The Transformational Power of Real Stories’.

Delivered by Brock Coleman, the head of marketing at sports retailer, rebel, and The Monkeys, part of Accenture Song’s creative director, Adam Slater, the session will unpack how sports marketing’s tendency to leverage inauthentic and unrealistic images of athletes was completely shattered by rebel’s game-changing ‘Sport Is Calling’ platform – a campaign that spotlighted two Australians’ journeys of transforming into athletes after coming from everyday beginnings.

(L – R): Brock Coleman, Adam Slater

Delegates attending this session will get to experience a masterclass and case study of how authenticity can translate into growth.

Meanwhile, event partner SHOUT Collective is gearing up to deliver a session that explores why advertisers are continuing to rely on traditional live sports partnerships rather than tapping into more dynamic channels where today’s millennials and Gen Z sports fans reside.

‘Untap Brand Love: Rethink Sports Partnerships Beyond The Live Window’ will present delegates with an opportunity to hear from SHOUT Collective’s founder, Liam Daly, as he analyses the rising popularity and power of Australian sports podcasters. He’ll look into the roles these figures play in the lives of fans and why sports brands ought to have invested in them yesterday.

Liam Daly

And to top if off, Daly is set to bring real-life cases of advertisers successfully incorporating podcasting into their sports marketing strategies – it’s an essential talk for any marketing professional looking to revitalise their current strategies with ahead-of-the-curve solutions.

The summit will also see the return of Mumbrella360 presenter and director of Kim Anderson Consulting, Kim Anderson.

This time, Anderson will be throwing Australia’s 2023 ethos surrounding women’s sport under a microscope, and discuss the lack of coverage and investment the media and brands gave it.

Kim Anderson

‘All Talk, No Game’ is gearing up to be a no-holds-barred presentation on the sponsorship and visibility gaps present between women’s and men’s sports in Australia. Delegates can expect to leave the session with a deeper understanding on the power women’s sport holds, and how some more attention and commitment will catapult it to a greater level of history making.

The 2024 Sports Marketing Summit will take place at the Australian Turf Club’s Royal Randwick venue on September 19. Earlybird pricing for tickets ends next Friday on August 9.

Tickets are available now.

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Matthew Leong

Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.

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topics Adam Slater Brock Coleman Kim Anderson Kim Anderson Consulting Liam Daly Rebel SHOUT Collective Sports marketing summit Sports Marketing Summit 2024 The Monkeys

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