
Level up your sports marketing game
In today's fragmented media landscape, there's never been a more timely Mumbrella Sports Marketing Summit. Delegates will discover major sponsorship and brand partnership insights, learn about the latest sports viewing habits of consumers across multiple platforms, listen to case studies from brands, agencies, sports teams and even a plethora of opinions from the athletes themselves. This summit is your essential learning and networking event that will inspire, challenge and equip all marketers operating in the sports arena.
Industry MVPs on the lineup
Tilly Kearns
Tilly Kearns has recently returned from the Paris Olympics, earning a silver medal playing in the Australian Women’s Water Polo team. Tilly grew up watching her father – former Wallaby Phil Kearns – competing on the world stage and was determined to become a global champion herself.
Paris was Tilly’s second Olympics and her role in the Stingers Paris Olympic campaign has been heralded as outstanding and key to their phenomenal success.
In 2019, Tilly made the brave decision to move to the US to join the University of Southern California team, becoming their top scorer in 2023.
Tilly is a highly influential role model for young women and is dedicated to helping to lower the barriers to sport for girls.
Brock Coleman
Brock Coleman has been heading up marketing for rebel for the past 2 years. With a sporting career that began on the tennis courts of regional South Australia and finished in a curling rink in Melbourne, it’s not hard to see why he is passionate about the transformative power of sport.
Kate Chapman
Kate Chapman is a strategic and innovative leader with over 15 years’ experience in marketing, brand, social impact, and fan development across major sports organisations such as the National Rugby League, Football Australia, and the AFL. Currently serving as the General Manager of Brand, Fan Development, and Social Impact at the Parramatta Eels, Kate is pivotal in shaping the club’s social impact strategy, brand positioning, and fan engagement initiatives. Renowned for her creative problem-solving and ability to foster community connections, she has spearheaded programs that drive business growth and enhance brand loyalty. Kate's passion for purposeful engagement and storytelling underpins her approach to cultivating thriving sports communities.
Sophie Breheny
Sophie is responsible for the brand and corporate communications across the Lion portfolio. Passionate about brands connecting into culture, Sophie has worked on all the Tooheys PR campaigns since 2021, ensuring the brand is showing up at the right time in the right way.
A strategic communications specialist with Global and Australian expertise, and client and agency background, Sophie has worked across a broad spectrum of categories, with significant experience in the beverage industry.
Sophie is a dynamic business leader who thrives on creativity, seeks innovation and loves a challenge.
Britt Wickes
With over 18 years of experience in advertising and marketing, Britt Wickes specializes in driving brand strategy and development for global brands. Excelling in insight-driven strategies, fostering team dynamics, and achieving exceptional results.
As the Head of Event Brand Marketing for the Australian Open, Britt has led groundbreaking campaigns, such as AO24 Hits Different, playing a pivotal role in the record breaking attendance. Previously, as a Group Account Director at Creative Agencies such as Wunderman Thompson, Y&R and Clemenger BBDO, Britt managed multimillion-dollar portfolios, delivering impactful results for clients in diverse sectors, including financial services, travel, and FMCG.
With a focus on innovation and client relationships, Britt has spearheaded campaigns for brands like Lloyds Bank, NAB, Jetstar, Unilever, Marks & Spencer and so many more beloved brands. Britts expertise lies in market segmentation, integrated marketing campaigns, brand development, team leadership, and digital marketing across global markets.
Adam Slater
Adam Slater is a writer, creative director, and complete sports tragic. Beginning his career as a matchday reporter for the Victorian Football League, Adam has since worked across a number of iconic Australian sporting brands, crafting effective campaigns for rebel, the T20 World Cup, Neds, TAB and recently, VB’s “England Bitter” Ashes campaign.
Amanda Nakad
Amanda Nakad is Marketing Director of McDonald’s Australia. As one of the most active sponsors in Australia, McDonald’s have long term sponsorship with a portfolio of partners including AFL and AFLW (league and selected teams) and a plethora of NRL and NRLW teams (including both Queensland Maroons and NSW Blues).
With deep experience in brand, advertising, media and sponsorship roles over 15 years, including time at Woolworths, Amanda will provide unique insight into the creation and outcomes from the restaurants past and current bespoke Rugby League and Australian Rules Football themed advertising.
Kim Anderson
Kim Anderson has built a reputation on crafting bold ideas into tangible outcomes. From a winning World Cup bidding campaign, to propelling the FIFA Women’s World Cup beyond greatness, Kim has been a creative and strategic force behind some of Australasia's most iconic recent sporting and cultural memories. With a 20-year career spanning Australia, New York, London, and New Zealand, Kim has spearheaded marketing, brand and experiential strategy for a diverse set of international brands at the forefront of sport, design, events, purpose and technology.
At Mumbrella360 we’ll hear more about Kim's role as the strategic marketing executive behind the FIFA Women's World Cup 2023, where she delivered a transformational tournament alongside a lasting legacy for women's sport.
Sophie Fawns
Despite being just 20 years of age, rising netball star Sophie Fawns is already a superstar of her sport.
The Wagga Wagga native made her debut for prestige Club the NSW Swifts in 2022 and has quickly become a fan favourite for her flair and infectious personality.
Having come through the Netball NSW pathway and QBE Swifts Academy, Fawns debuted for the Swifts at just 18 years of age and one year later was playing in her first Grand Final.
She’s also recently made her international debut for the Australian Fast5 team, winning the World Series with her country in New Zealand last year.
Playing in a team of World and Premiership champions at the Swifts (such as Paige Hadley, Helen Housby and Sarah Klau), Fawns has quickly found her feet and is set to be one of the faces of netball for many years to come.
Joel Mackenzie
Joel Mackenzie is a digital marketing professional and data strategist with 15 years’ experience across a variety of industries, including sport, the arts, e-commerce, and tourism.
In his three years with the Australian Grand Prix Corporation (AGPC), Joel has overseen a digital transformation that has redefined the Corporation’s relationship with its customers and Australian motorsport fans.
As the Division Manager – Digital at AGPC, fan engagement remains at the core of Joel’s role, which he says is powered by customer data that’s able to deliver personalised messaging and content at scale.
Dylan Buckley
Bio coming soon...
Kerry Turner
Kerry recently spearheaded the NSW Government's Women in Sport Strategy Her Sport Her Way which has been the catalyst for change across the sector. She has been a driving force for vast changes in women’s sport that are levelling the playing field for female athletes, participants, coaches and leaders.
She is a multi-award winning project manager, innovator and strategist, and has been the architect and lead for initiatives that promote sport for all and wellbeing in the community like the Sport Rage Prevention and Finish with the Right Stuff campaigns, and Water Polo Australia’s Think.Act.Play program.
She has over 30 years' experience working across Australian sport, including board and advisory roles at national and state level in sport and government, and is currently a member of the AFL National Women’s Leadership Advisory Group and Sport NSW Women’s Advisory Council.
A former World Champion who has played 108 test caps for Australia in the Aussie Stingers water polo team, Kerry has also captained the Australian Universities Netball Team, is a budding actress and has a Bachelor of Applied Science (Human Movement) from the University of Wollongong.
Hilary Badger
A creative leader with almost 25 years’ experience, Hilary is one of the few women to lead an advertising agency in Australia.
She has been Executive Creative Director at Ogilvy in the Melbourne office since 2023. Her mission there, as it has been throughout her career, is to create the most exciting, impactful ideas for clients. But simultaneously, to drive change in creative industries by representing a different way to lead.
Hilary’s experience spans almost every imaginable product category, from cars to chocolate, financial services to retail, telcos to government. And now, of course, Australia’s favourite team – The Matildas!
Thanks to a strong side hustle in fiction writing, Hilary has published over 20 best-selling children’s books, including 2 series for middle primary readers, a young adult novel and a biography. She has toured extensively as an author and been hugged by quite a few sticky little fans.
Nicole Zosh
Nicole Zosh is a marketing executive with over 15 years experiences in marketing, brand, campaign and promotional management in the sports, media, fitness and IT industries.
Nicole has developed and implemented brand repositioning strategies, bespoke promotions and activations for national and global brands.
She gained much of her experience in the media industry, in metropolitan radio, with Sydney station Mix 106.5. It was also where Nicole was part of the re-brand and transformation of the station to KIIS 1065 with the Kyle and Jackie O Show, changing the entire radio landscape and winning multiple ACRA industry Awards.
Now in her role as General Manager Marketing at Football Australia, Nicole leads the marketing and design teams in the marketing, branding and promotion of all football products. Some of her highlights including leading campaigns for 3 x FIFA Women’s World Cups and 2 x FIFA Men’s World Cups and 60 Socceroos and Matildas home matches.
Josh Marton
Josh Marton is the General Manager of Public Affairs & Marketing at Golf Australia and the PGA. Responsible for inspiring more Australian to play more golf, Josh has been in Australian golf since January 2022, with the sport continuing to rise post the pandemic and transformational change in how the game is played and perceived. Prior to golf, Josh was the Head of Consumer Communications at Cricket Australia after stints with FOX SPORTS and global sports marketing agency TLA (now TGI Sport).
Stephanie Brantz
Stephanie Brantz is a sport and events presenter, producer and commentator with over 20 years of experience across a wide range of sports.
Stephanie is immediate past Chair of DFAT’s Sports Diplomacy Advisory Council and currently serves as Deputy Chair of the Football NSW board, a director of Venues NSW and Volleyball NSW, sits on the committee of the Primary Club of Australia, the Carbine Club of Australia and the Pacific Sports Diplomacy Network and is on the UNSW Sport Advisory Council.
She began her media career at SBS before stints with Channel 9, Fox Sports and ABC.
Stephanie is a contributor for ESPN, host of ‘Trailblazers’ on SEN 1170, World Feed Host for Tennis Australia as well as a football commentator and producer for FIFA TV.
A Membership Ambassador for the Sydney Cricket and Sports Ground, she is also an Ambassador for both the Australian Indigenous Education Foundation and The Chappell Foundation.
Liam Daly
Liam Daly has spent the past 15 plus years in digital media sales, working with an array of businesses including Sky Media in the UK, Allure Media, and News Corp in Australia. Most recently, he served as the National Sales Director at Acast, leading Australia's largest podcast business repeatedly to annual growth targets. Driven by his love of podcasting and sports, Liam ventured out to start his own podcast representation business, Shout Collective, just over a year ago.
In a very short period, SHOUT has teamed up with Australia's best sports podcasters, specialising in helping advertisers execute outstanding partnership work across these titles. The podcasting ecosystem has influence and scale that goes well beyond just audio, and SHOUT recognises that, also bringing campaigns to life across YouTube, social media, and activations. The main rule: no boring ads allowed — don't just show up, stand out with SHOUT.
Ben Knighton
Ben is an experienced marketing leader with a proven track record realising campaigns for well-known brands and top agencies in Australia and UK, spanning NAB, Clemenger BBDO and now Visit Victoria.
In his role as Head of Global Brand and Consumer Marketing, Ben is responsible for the development of Visit Victoria’s brand strategy and consumer marketing delivery to promote Victoria as a premier visitor destination.
He is a firm believer in the power of creativity to solve business problems and a lover of big ideas.
Victoria Berry
Victoria Berry is the Head of Strategy at FutureBrand Australia, the B Corp certified brand transformation company for business leaders. With an 18-year career that has taken her all over the world – from Sydney to Dubai then New York and now Melbourne, Victoria develops rigorous solutions that impact real change and help brands and businesses grow. Passionate about delivering simplicity and sharing knowledge, especially for projects with real purpose, Victoria has led brand transformation projects for some of the most recognised local and global brands including Golf Australia, American Airlines, Air Tahiti Nui, Flight Centre Travel Group, eBay, Guide Dogs Australia, National Breast Cancer Foundation, Zurich and Macquarie Group.
Florencia Aimo
Florencia Aimo is an accomplished marketing leader with a rich career spanning over 20 years. Currently serving as Vice President of Marketing at Mastercard, Florencia drives the company’s strategic marketing initiatives across Australia, New Zealand, and the Pacific Islands. In this role, she leads a talented team in executing consumer and B2B marketing strategies, managing high-impact sponsorships, fostering merchant partnerships, and spearheading innovative communications campaigns. Her leadership is central to advancing Mastercard’s marketing objectives and reinforcing its brand presence in the region.
Before joining Mastercard, Florencia built a distinguished career in the hospitality industry with Hilton and Marriott International. At Marriott, she served as Senior Area Director of Marketing for Australia, New Zealand, and the Pacific, where she orchestrated marketing efforts for 46 hotels across 15 brands. Her strategic acumen was key to launching 20 new hotels and introducing six new brands to the Australian market, including Moxy, The Ritz-Carlton, and W Hotels. Florencia also played a significant role in the global success of Marriott Bonvoy, contributing to its growth to over 200 million members.
Florencia’s diverse experience and strategic insights have shaped her exceptional ability to drive impactful marketing strategies across different industries.
Josh Murrell
Josh has nearly two decades of experience working at Australia’s top multinational
and independent agencies.
Throughout his career, he has left his mark by crafting campaigns for brands like Cadbury, TAC, John West and ANZ. Along the way, picking up a plethora of awards for creativity and effectiveness- including Cannes Lions, New York Festivals, Clio, One Show, and Effies.
Beyond his professional pursuits, Josh is a sports tragic. He’s a terrible golfer, an ok basketballer and not a bad cricketer and let’s just say he’s a work in progress when it comes to the football pitch.
His absolute career highlight was witnessing the next generation of young footballers holding up homemade ’Til it’s Done banners during the World Cup. Being part of the cultural impact The Matildas had is a moment he will never forget.
Jenny Hutchison
Jenny has over 20 years’ experience spanning various sponsorship and marketing positions in the financial services and insurance sector, as well as sporting industries working across multiple codes. In her current role, Jenny oversees the development of sponsorship strategies across a portfolio of brands, including delivery of end-to-end multi-channel campaigns and community initiatives, including flagship programs such as Suncorp’s principal sponsorship of Netball Australia and Team Girls program, as well as AAMI’s AFL & AFLW major sponsorship and NBL partnership.
Pat Cunningham
Pat Cunningham is the Head of Sponsorship & Events at Westpac, a role he has had for almost 15 years. Prior to this he has held senior sponsorship management roles at Vodafone Australia and Suncorp.
Pat and his team are responsible for one the country’s most impressive portfolios including the iconic Westpac Rescue Helicopter (in it’s 50th year with the bank), Westpac Open Air Cinema, NRL and NRLW Major Partners, NSW Blues and Sky Blues and the QLD Maroons men’s and women squads.
In the bank’s very first year of sponsoring the NRL they have delivered some memorable activation campaigns including the Westpac Catch and Keep program and broadcast integration platform the Westpac Red Zone with Fox Sports and Channel 9. Pat will share insight into the creation of these campaigns and the impact the current ‘Bringin’ fans the footy’ TV campaigns has had on the brand in just the 2nd year of their rugby league investment.
Dan Collier-Hill
Dan is the APAC Strategy Lead for Sport and Culture at EssenceMedicom.
He is an award winning strategist with over 10 years experience in Sport and Entertainment, working with brands such as Lion, Uber and KFC.
He currently leads Google's sport strategy across APAC, working on the tech giants code and broadcast partnerships in Australia, India and Japan.
Adam Hodge
Adam Hodge is Head of Strategy at specialist Sports and Entertainment agency Gemba.
He has over 20 years’ experience in sponsorship strategy, creative planning, and partnership marketing in Australia, Asia and Europe with experience on brand, agency, and media-owner sides of the business.
Adam has worked with some of the world’s biggest brands across Telco, FMCG, Consumer Electronics, Payments, Insurance, Luxury, Motoring, and Beverages including Coca-Cola, McDonald’s, Netflix, Sky, EMI Music, Bunnings, Diageo, Mastercard, Toyota, Westpac, and Telstra.
He lives in Sydney with and infinitely tolerant wife of almost 2 decades, is a proud father of two, loves snowboarding and wine (sometimes at the same time) and working on a very average golf swing.
Chris Allan
As Connections Director at Lion, Chris oversees a dynamic team responsible for crafting and executing marketing initiatives that fuel Lion's pursuit of resonating with consumers in meaningful and distinct ways.
A highly driven professional with experience across Global and AU brands, Allan has an impressive track record of building strong brands and communication campaigns to deliver category and portfolio growth.
As a custodian for household names like XXXX, Tooheys and Hahn, Chris is bringing a resurgence back to iconic Australian brands through blending creativity and innovation, ensuring that Lion's brands not only maintain their historical significance but also resonate with a modern and diverse consumer base.
Samara Kitchener
Samara Kitchener is a multi-award winning strategic communications specialist who has a passion for health, technology and behaviour change. With 20 years senior marketing, communications and engagement experience working across sport, health, government, defence and space sectors, Samara has deep expertise in integrated planning for significant campaigns and executing across multi-channel platforms.
Samara is a behaviour change specialist and advanced practitioner of the Social Ecological Model. She has worked as an adviser to the World Health Organisation on risk communication strategies for pregnant women. She has led multi-stakeholder communication strategies for the Women in Sport Strategy; NSW Multicultural Strategy; NSW Physical Activity Strategy; and the Royal Australian Air Force Plan Jericho Behaviour Change Strategy.
Samara is the immediate past NSW President, Communication and Public Relations Australia (CPRA), and is a guest lecturer at the University of NSW and University of Technology, Sydney.
Previous roles include Strategic Advisor Communications and Engagement with NSW Health where she led preventive health campaigns on HIV, STIs and hepatitis and overweight and obesity. Samara was also Director Communications with the NSW Food Authority where she led communication strategies, digital channels, crisis communications and education campaigns.
Samara has an MBA from the Australian Graduate School of Management (UNSW) and an Honours Degree in Food Science and Technology
Peter Filopoulos
Peter Filopoulos is a dynamic leader with over 20 years of rich experience in transforming sports and entertainment brands into powerhouses of excellence. His leadership, innovation, and strategic acumen have left indelible marks across an array of professional clubs, national and state sporting associations, major stadiums, advocacy organisations, and major events.
Known for his fearless approach to challenges and his relentless commitment to success, Peter has transformed some of Australia's most iconic brands, unlocking significant value and creating lasting impacts. His tenure as CEO, C-Suite Leader, and Board Member has seen organisations such as Perth Glory (2015 -2018), Football Victoria (2018 – 2020) and Football Australia (2020 - ) reach their peak potential.
One of Peter's most notable accomplishments as CEO of Football Victoria is his instrumental role in securing an unprecedented $400M in Government funding for Victorian community grassroots football facilities and infrastructure, including the creation of the $116M "The Home of the Matildas" at La Trobe University, Melbourne – the largest football-specific infrastructure project in Australia’s history.
As Chief Commercial Officer at Swimming Australia (2014 – 2015), Peter's forward-thinking leadership steered the Australian "Dolphins" Swim Team's rebranding and as Head of Sales, Marketing and Communications at Marvel Stadium (2007 – 2014), was the drive behind the innovative $20M connected stadium strategy. He has also successfully negotiated multimillion-dollar commercial and sponsorship arrangements across various roles, reflecting his acumen and the breadth of his professional network.
His influence and expertise extend beyond the sporting field. He has served as a board member at Vicsport, and as an ambassador as a Change Our Game Champion with the Office of Women and Sport & Active Recreation. Additionally, he was invited to join Cisco's prestigious Sports, Media, and Entertainment Global Customer Advisory Board and was selected for the elite FIFA Executive Program in 2022.
Renowned for his passion for innovation, business transformation, customer growth, and operational excellence, Peter consistently delivers ground-breaking results. His reputation for bridging the gap between business, government, and sport, coupled with his extensive industry network, has made him an invaluable asset in the sports and entertainment sector.
Today, as a key member of the executive leadership team at Football Australia, in the role of Chief Corporate Affairs, Brand and Communications Officer, Peter continues to inspire teams towards achieving sustainable growth. His unwavering commitment to success and passion for making the impossible possible are testaments to his remarkable leadership.
Peter is more than a successful executive; he is a visionary who is reshaping the future of the sports and entertainment industry.
Roddy Campbell
Roddy is the Director of Partnerships & International Business at Tennis Australia, responsible for the global sponsorship programme for The Australian Open, lead in events and tennis participation programmes. Roddy’s team delivers integrated partnerships for over 30 leading brands including Kia, Google, Mastercard, Marriott, Asahi, Ralph Lauren and many others. Before joining TA, Roddy held commercial roles in the music industry, most notably at Universal Music, where he founded its creative agency BRING and has previously worked at Fox Sports and The Football Association.
James Noble
James Noble is Chief Experience Officer APAC at WONGDOODY, a Human Experience agency with local roots powered by a global network and digital consulting firm Infosys. The company harnesses insights and creativity to reimagine digital brand and employee experiences, making them more human and better integrated with the physical world. James has been acknowledged as a creative leader, representing Australia for Digital Craft at Cannes Lions, as well as being a UX advisor to Adobe for the XD platform, and a long-standing Webby Awards judge.
Alex Honson
Alex has played a central role in repositioning Lion’s sponsorship portfolio to better support the businesses objectives in a challenging marketplace. With a remit spanning many of Australia’s most loved beer brands, Alex was integral to the development of XXXX’s highly successful “Postcodes” campaigns, Tooheys State of Origin campaigns and Hahn’s recent foray into social sport and deregulated basketball.
Alex’s career has spanned both the art and science of the sponsorship world, with years spent at both specialist research and creative agencies before moving client-side.
Dan Easton
Dan is Insights Manager at Gemba with over 10 years of marketing, sponsorship and customer research experience.
Dan leads major Insights accounts for a range of broadcasters, brands and rightsholders at Gemba and brings a deep knowledge of the marketing and sponsorship landscape through a fan and viewer lens. Dan has had the privilege of working with high-profile organisations across the sector including the AFL, Football Australia, the NBL and Racing Victoria.
Dan has also led broadcast impact studies of major sporting events over the past three years including the AFL/NRL seasons, BBL/ Test series, Bathurst, Olympic and Commonwealth Games and the 2023 Women’s World Cup.
Sarah De La Mare
Sarah has over two decades of expertise in retail marketing across brand experience, partnerships, sponsorship, community and social impact, marketing operations, program design, media integration, event & campaign management and advertising. Sarah’s passion is co-creating experiences that create lasting impact, including Woolworths partnerships with Australian Olympic Team and Paralympics Australia, Netball Australia, Cricket Australia and Surfing Australia. Other key programs include Woolworths Collectible Programs, Fresh Food Kids Discovery Tours and OzHarvest.
Azadeh Williams
Bio coming soon...
Abigail Dawson
Abigail is a former journalist turned media and communications professional. Cutting her teeth at leading industry publication Mumbrella, where she was promoted four times within three and a half years, Abigail was named the 12th Most Prolific Web Author in Australia. During her tenure she held titles including Senior Reporter, where she covered the entire AUNZ creative, media, PR, experiential, and digital landscape, and Senior Content Journalists where she was responsible for curating the largest PR and Communications conference in APAC, CommsCon, as well as the Health Marketing Summit, Sports Marketing Summit, B2B Marketing Summit and Mumbrella360.
In 2021 Abigail turned her passion for writing and married it with her communications skills, joining Special Australia as its inaugural Brand Director. During her tenure, Abigail oversaw Special’s narrative, business development, awards, and PR strategy and execution.
Currently, Abigail is the Group Communications Director at Enero Group – working with agencies BMF, Orchard, and Hotwire. In her current role, Abigail is responsible for leading both the global internal and external communications and brand marketing for multi award-winning creative agency BMF, digital creative agency Orchard as well as the Enero Group globally.
Matthew Granger
Matt's core responsibilities include delivering premium integrated content solutions for partner brands across Nine’s unrivalled connected sport content ecosystem, including television, audio and publishing and to unlock the commercial opportunity for Nine across all Sport assets and channels.
Thomas Cox
For the past five years, I have worked at Neuro, where I am currently a Senior Analyst overseeing the analysis and presentation of data for our APAC clients. With a strong interest in neuroscience and marketing, I believe that understanding the subconscious mind is key to driving impactful marketing strategies. My passion for these fields has driven me to develop insights that help our clients succeed in a competitive market.
Russel Howcroft
Over a long career in media and marketing, Russel has been one of the most prominent voices for the power and cultural/economic importance of advertising, particularly through his role as a panellist on the ABC’s Gruen program and fronting the documentary series How Australia Got Its Mojo.
His current roles include being a presenter on Melbourne’s no.1 rated 3AW radio breakfast program, chair of the Australian Film Television and Radio School and the cofounder of The Grid Melbourne, a festival designed to bring entrepreneurs and innovators together.
He is a Founding Shareholder and Chief Creative Officer of LinkedIn's 2021 start up of the year - The Sayers Group. Australia's fastest growing advisory business specialising in Tech, Infrastructure, Government, Strategy & Deals, Wealth and Brand Momentum.
He has held multiple senior roles across the industry having served as PwC’s first Chief Creative Officer (facilitating PwC's investment in agency of the year, Thinkerbell), Executive General Manager at Network 10, served as a board director on the ASX-listed Enero and as CEO of one of Australia’s leading agency groups, Y&R Brands where he was also a member of the global management team.
Russel has also chaired or sat on the boards of a number of key advertising, film and television industry bodies including being the inaugural Chair of ThinkTV, the Australian Film Institute, the Screen Forever Advisory Board, the ASX listed, Enero and he Chaired the AFA (Advertising Federation of Australia).
He has written/co-written three best-selling books, with his most recent book Right Brain Workout II now being published throughout the world. He is also a founding partner and Chief Creative Officer at Sayers Group. He continues to be actively involved in the advertising industry, via his shareholding in the young agency, Good One and Adtech start-up, Mutinex.
Liana Dubois
As Chief Marketing Officer at Nine and with more than 20 years' experience in the media, marketing and advertising industry, Liana is widely recognised for her expertise in creating innovative marketing strategies that drive growth and engagement.
Liana made a name for herself developing big ideas for major marketing campaigns with a specialist ability to craft compelling messages that resonated with audiences across multiple channels, earning her widespread praise from colleagues and clients alike.
Before stepping into the role of CMO, Liana was Nine's Director of Powered. There, she led a team of marketing professionals responsible for creating and executing innovative branded content and sponsorship opportunities across Nine's media properties. Under her leadership, Powered became the most successful branded content division in the Australian media industry.
Liana is deeply committed to giving back to the community. She is involved in several charitable organisations, including Cerebral Palsy Alliance and regularly volunteers her time to support causes she cares about. Liana is also Nine's executive sponsor for its All Abilities community.
Liana Dubois is a highly respected c-suite marketing executive who has made significant contributions to the success of Nine's media brands. Her ability to develop and execute innovative marketing strategies has helped to drive growth and engagement, and her commitment to creative excellence and community service has made her a valued member of the media industry and beyond.
Ella Goldberg
Ella has been working at The Monkeys for four years and on some of the agencies biggest and most awarded accounts including, BCF, David Jones, Macpac, and View Real Estate.
In her spare time, Ella enjoys doing Pilates and going on leisurely strolls with the girls.
Connor Beaver
Connor has spent almost two decades in the advertising industry. His work has been awarded at all the major shows, as well some of the smaller ones you've never heard of. Of all his achievements, his proudest is being just 2 degrees away from Kevin Bacon, thanks to his iconic role as "Messenger Boy 1" in a biopic of Christopher Skase.
FULL ROSTER CONFIRMED
With the rise of professional sport as reality TV (think Drive To Survive, Sprint, Break Point, Unchained, Welcome To Wrexham) sporting leagues and streaming giants have discovered the power of real sporting drama to inspire new audiences.
Yet despite this trend toward warts-and-all storytelling, sports advertising in Australia is still littered with inauthentic, overly stylised portrayals of athletes and apparel.
Taking inspiration from the idea that sport is often stranger than fiction, rebel set out to present Australia with an alternative, by uncovering the incredible stories of Brendan Cullen and Sinead Diver, two Australians who embody the life changing power of sport.
This is the story of how raw, emotional storytelling drove brand growth for Australia’s largest sporting retailer.
This session delves into the pivotal role of enduring brand concepts in sporting events, unpacking the success of one of the world’s largest, The Australian Open.
Looking at themes such as positioning to diverse segments, serving multiple goals from ticket sales to grassroots impact and the essential role of brand partnerships in enhancing the fan experience, experts from Tennis Australia will share learnings, case studies and predictions that will resonate with marketers and event owners alike.
Join industry leaders Russel Howcroft, Nine’s Matt Granger, and Tom Cox from Neuro-Insights for an in-depth exploration of why sports content captivates audiences like no other. This session will dive into the success of the Paris 2024 Olympics and Paralympics, revealing how brands can leverage the emotional power of sports to engage fans, enhance brand perception, and drive business growth. Discover the latest trends in sports broadcasting, the neuroscience behind viewer engagement, and innovative strategies to maximise ROI in a digital-first world.
Sports evoke deep emotions—it’s passionate, patriotic, and has the power to captivate people's minds, influencing their thoughts, conversations, and even their daily lives. It's more than just watching the game! This is especially evident in how modern sports fans engage with the sports they love. Gen Z and millennials crave diverse sports experiences and shorter, more dynamic content. In fact, under-40 sports fans spend 62% of their time consuming sports content outside the cluttered "live window." Yet, the majority of sports advertising dollars remain locked into traditional live sports partnerships, from team and league sponsorships to broadcast and stadium placements.
Why aren't more advertisers adapting their media spend to actively engage fans by leveraging opportunities beyond badging, while also staying in touch with modern consumption habits? SHOUT will explore the rising popularity and influence of Australia’s most recognisable sports podcasters and the pivotal role these podcasters play in providing fans with their daily sports content fix. We'll also share compelling examples of top Australian advertisers leveraging podcasting's unique benefits to complement their sports marketing strategies.
Join us to challenge your perception of sports partnerships and explore new opportunities.
‘Til Its Done is now synonymous with the CommBank Matildas incredible performance at the FIFA Women’s World Cup Australia and New Zealand 2023™.
The "Til It's Done" campaign was designed to rally support and generate excitement for the team as they strive for success in their upcoming competitions, particularly focusing on the FIFA Women’s World Cup™, Olympic qualifiers, major tournaments and BEYOND. Through integrated creative, marketing, digital and media capabilities, via multiple physical and digital touchpoints the campaign set out to reflect the team’s Never Say Die attitude on and off pitch - that it’s never truly done until it’s done. It was also for the fans (old and new) to unite and demonstrate the CommBank Matildas determination, ensuring that the team had unwavering support as they aimed for victory in their pursuits while leaving an enduring legacy that would inspire future generations.
During this panel discussion hear from key marketing and creative personnel from Football Australia and Ogilvy on how ‘Til It's Done was born and turned into something more than just a campaign slogan.
Join marketing leaders from the Australian Grand Prix and WongDoody and as they delve into the transformative journey of the F1 Australian Grand Prix, highlighting its success in diversifying fan experiences and setting new benchmarks in fan engagement.
This session will explore how strategic off-track experiences and innovative digital solutions led to unprecedented achievements, such as selling out a non-race day Friday for the first time and achieving record-breaking ticket sales. Drawing on research from the "2024 Fan Engagement Playbook," the speakers will provide actionable advice for sports marketers on how to enhance fan engagement in the ever-evolving digital landscape by creating a comprehensive engagement framework that resonates with fans’ desires for community, social connection, and the thrill of the sport.
Key topics to be covered:
- The Fan-Centric Approach: Guiding Principles
- Case Study: F1 Australian Grand Prix – An All-in-One Digital Experience
- Emerging Trends and Technologies
- Practical Insights for Marketers
Golf has traditionally been a game for the precious few. In the last two decades, however, there have never been more Australians playing more golf. And retaining these newcomers, while attracting hundreds of thousands more, are the single most important factors in future-proofing the success of the sport.
To support this, the advent of the new Australian Golf Strategy – developed collaboratively by golf’s peak bodies – heralded a new horizon under the banner that ‘all golf is golf’.
Join this session and learn about the dramatic change of direction after years of focusing almost exclusively on golfers who happened to be members of a golf club.
Delegates will get to peek behind the curtain on the complete overhaul, going under the hood on how to position and communicate golf: from research and analysis to brand strategy and brand architecture, design and language, and ultimately the brand experience.
From a sport that is exclusive to a game that is ‘for me’.
From a single-entry point and a linear pathway to the encouragement to ‘play your own way’.
From playing the game to having fun with new formats, so that golf is what you make it.
Qualitative data and supporting anecdotal evidence indicate that golf is now broadening its appeal. What’s more, leading measurement indicators point towards an increase not simply in golf participation but more so in the number of people who identify as golfers – the pivotal metric in delivering on the commitment that ‘all golf is golf’.
Have you ever wondered why sport is such a powerful society unifier? It turns out that the neurochemicals associated with athleticism, from dopamine to adrenaline to oxytocin, are triggered to a similar degree in both the players and fans during a game. It becomes even more powerful when you add storytelling in the mix.
It's no wonder that brands which authentically connect to communities through shared storytelling are supercharging deep and enduring engagement. Values-based partnerships are outperforming traditional sponsorships in delivering ROI.
Why do these partnerships deliver such strong performance? In this session we will first uncover the behavioural science of why sport and storytelling trigger powerful neurological emotional responses that result in long-term positive brand association.
We will then delve into how athletes and sport can be the catalyst for positive societal and cultural change. Together, Suncorp, who have been leading the delivery of values-led partnerships through the Team Girls initiative, and Woolworths, who have supported one in two Aussie kids through their community sponsored programs, will talk about the innovative ways they continue to successfully create partnerships that deliver social impact and commercial joy.
Sophie Fawns, NSW Swifts Netball Player, will talk about how athletes can use their stories to create authentic connections with fans both on and off the court. Sophie, who has openly shared her personal struggles, continues to inspire fans and uses her voice to drive change.
The TV (broadcast + BVOD) game is changing in real-time, yet still provides undeniable reach to engage viewers in an impactful way. It is a key media channel that cannot be undervalued or overlooked, particularly for larger advertisers.
We all understand that long-lasting relationships between brand and broadcast breeds success. But we’ve gone deeper to identify a trifecta for success - three key ingredients that together maximise the effectiveness of broadcast sponsorships.
In an increasingly cluttered sponsorship space, brands may be searching for new and creative ways to stand out. However, focusing on Gemba’s trifecta can set the foundation for successful broadcast sponsorships.
If achieved, this ‘trifecta’ helps brands see a greater tangible impact on metrics such as awareness, consideration, positive perception shifts, and purchase or usage intent.
This session in two halves will include research backed insight into best practice TVC creative in the context of sport and entertainment sponsorships, followed by a panel conversation with insights and marketing leaders from two sponsor brands who have nailed the trifecta in recent campaigns.
Sports marketers will walk away with leading insights on:
- Perspectives on how tailored creative content impacts performance
- Best in class examples of brands that have maximised broadcast impact
- The key ingredients to maximise broadcast sponsorship impact
Is Australia making genuine progress in women's sport, or is it all just talk? In this session we’ll address the hypocrisy of 2023 by highlighting the continual lack of investment by brands and media coverage of women's sport.
By exploring perception vs reality for both the current and future state of women’s sport; we’ll discuss the tangible impact created by the gaps in visibility and sponsorship between men’s and women’s sport in Australia.
"Raising The Game: A Purpose Led Approach to Winning Fans" examines the Parramatta Eels' innovative strategy to engage fans in Western Sydney's diverse community. This session explores the club’s culture and identity, forming the foundation of their impactful social strategy.
Attendees will gain insights into how this strategy was developed driving meaningful connections with fans beyond the traditional sports narrative. We’ll discuss how the club has navigated the sports marketing landscape and on-field challenges by maintaining resilience, positivity and strategic focus.
By establishing a distinct and authentic brand position, the Eels demonstrate how sports organisations can succeed through purpose-led initiatives. Discover how these strategies are fuelling "The Rising West."
First-class insights on offer include:
- Innovative Fan Engagement Strategy: The Parramatta Eels' unique approach to expanding and connecting with their fanbase in Western Sydney.
- Resilience and Strategic Focus: How the Eels navigate on-field challenges by maintaining a strong strategic focus, ensuring the club remains aligned with its mission and values.
- Purpose-Driven Success: How the Eels have established a distinctive and authentic brand position demonstrating the potential for sports organisations to thrive by leading with Purpose.
A brand looking to reinvent itself, a team looking to reassert itself. This is a story of two state icons each on their own journey to recapture the hearts and minds of old fans and new fans, of Blues fans and New fans.
In 2024 Tooheys and the NSW Blues set out their own plans for a comeback but, as in so many great sporting stories, the journey to success was inspired by those who had come before us.
To breathe fresh life into a 150-year-old brand we revived a 45-year-old jingle. When we started the year most of the NSW Blues team had never heard it, by the end of the series it was part of the team’s victory song. Hear from Lion marketers about the journey from waning relevance to cultural and sporting nirvana.
Attend this session for key learnings on:
- How history is powerful and can be used to huge advantage, you don’t always have to do “new” stuff
- Reactive work is both proactive and reactive, plan for what you can and be prepared to leverage any unforeseen opportunities
- Working with partners to maximise sponsorships is key
The Paris Olympics was Australia’s most successful Olympics ever. It set the perfect stage for our female athletes to flourish, with our women and girls bringing home over 70% of Australia’s gold medals.
While our female athletes delivered outstanding performances in the water, on the field, track, court and skatepark, they also shaped their own stories through social media, giving us a glimpse into the inner world of high-performance sport.
These athletes are a new generation of role models – bold, brave and completely at home in their powerful bodies. They know how to create meaningful connection with their audiences, catapulting their impact and amplifying their personal value.
In her first onstage appearance since the Stingers epic silver-winning performance at the Paris Olympics, Water Polo Olympian Tilly Kearns will share how she uses her platform to shine a light on self-belief and authenticity.
In this intimate fireside chat, former Stinger and women’s sport advocate Kerry Turner (who was also at the Paris Olympics) will delve into how brands and athletes can leverage this golden moment to create positive impact that extends beyond the glory of the Olympics.

Who should attend?
The Mumbrella Sports Marketing Summit will bring together marketers, comms & PR professionals, agency executives and media brands for one day to discuss the pressing issues and biggest opportunities facing the sports industry.
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Mumbrella's Sports Marketing Summit is the leading conference for marketers and senior leaders of brands and their agencies that work in and around sports. Get your branding in front of key decision makers across the industry sector and raise your profile in the minds of a highly targeted audience.
GET IN TOUCHEvent details
Event Date: 19 September, 2024
Venue: Royal Randwick Ballroom (Level 2), Australian Turf Club, Sydney
Times:
Conference: 8:25am - 4:45pm
Networking drinks: 4:45pm - 5:45pm
Getting there:
Royal Randwick Racecourse, Alison Rd, Randwick NSW 2031
Click here for information on how to get there including where to park.
Click here to view the precinct map for instructions to make your way to the ballroom on Level 2.