The rise of ‘datatainment’ to be decoded by Opta UK expert as full Sports Marketing Summit lineup is revealed

The rise of ‘datatainment’ in sports and how leading clubs, codes, broadcasters and brands are utilising it will be the subject of a second keynote from Opta at the forthcoming Mumbrella Sports Marketing Summit.

Also joining the line-up for the Summit which takes place on June 21 are Suncorp’s Jenny Hutchison, CUB’s Chris Maxwell, Nine Network’s Sam Brennan and TV host Emma Freedman.

Datatainment is becoming an increasingly important way to engage fans in sports, giving them access to player performance stats in real time and after games.

Perform Group’s Simon Farrant will be discussing how the company that owns the world-renowned Opta data products works with the likes of the English Premier League, New Zealand Rugby and Major League Soccer, to improve their offering to fans and sponsors alike.

Perform Group’s Simon Farrant will be explaining the new wave of datatainment

In a new session curated by Nine’s Wide World of Sports, leading marketers including Suncorp’s executive manager of customer engagement and sponsorship Hutchison and CUB’s consumer connections director Maxwell will join Nine’s director of sports sales Sam Brennan to examine the changing way brands are using live sports broadcasts to integrate their messages.

Brennan, Hutchison and Maxwell join the Sports Marketing Summit

The host of Nine’s Sports Sunday show Emma Freedman will be moderating the session looking at the future of women’s sports, after a huge year for the likes of AFLW and the revamped netball league.

TV and radio presenter Emma Freedman will moderate the Future of Women’s Sport panel

And joining the panel looking at the future of alcohol advertising in sports is Nine’s director of regulatory affairs Clare Gill and Fergus Taylor of the Australian Brewer’s Association.

Clare Gill will be giving the TV network perspective on a session looking at alcohol ads in sport

The Sports Marketing Summit takes place on June 21 at the Sydney Cricket Ground, directly followed by the Sports Marketing Awards at the venue that evening.

Speakers already announced include Kenton Olson from the Seattle Seahawks, AFL legend Matthew Pavlich, Aussie netball great Caitlin Bassett and head of the Paralympic Committee Lynne Anderson.

Other top marketers, athletes and execs are drawn from: KFC; Heineken; Huawei; NBL; GWS Giants; Nielsen Sports; Netball Australia; NAB; Australian Rugby Union; Telstra; Twitch; Network Ten; BeIn Sports; Swisse; Sanitarium; Havas Sports & Entertainment; Australian Hockey; Invictus Games; Sponsorship Consultants; Foundation for Alcohol Research; Cricket Australia; Commonwealth Games; and Relevant Innovation.

For more details and to see the full schedule click here.


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