The biggest sports marketing summit just got bigger

For the first time, Mumbrella will merge the much-loved Sports Marketing Summit and Entertainment Marketing Summit (formerly BeFEST) in 2022, showcasing some of the best marketers, agencies and media in the sector as they take you through their journey to now and beyond across two streams. This event cannot be missed. Book your earlybird tickets now to redeem your savings.


Earlybird tickets on sale now

Individual Rate

Save $100 when you purchase an earlybird ticket. Each ticket includes:

  • Full access to conference
  • Networking drinks


Group Rate

Save $400 when you purchase a bundle of five earlybird tickets. Each ticket includes:

  • Full access to conference
  • Networking drinks
Group Rate

Save $700 when you purchase a bundle of ten earlybird tickets. Each ticket includes:

  • Full access to conference
  • Networking drinks




Meet The Speakers

Ant Hearne

Chief Commercial Officer, A-Leagues

Ant is the Chief Commercial Officer of Australian Professional Leagues, responsible for the marketing, scaling and commercialisation of professional football in Australia, under the A-Leagues brand.

Ant is an experienced business leader whose authentic leadership style brings energy and focus into any business. Attracted to purpose-driven organisations, his main skill is connecting that purpose with customers through a distinctive brand, and then building a performance-driven culture.

Since separation from Football Australia, Ant has led the commercial transformation of the code, redefining A-Leagues as an entertainment DTC business. He leads a team that has responsibility for all commercial revenue of APL - delivered through the Strategy, Product, Content, Marketing, Sales and Partner Success team.

In the first 12 months, the team has delivered significant milestones including a new brand architecture, building a new digital platform (KEEPUP), finalising and delivering a $200m+ broadcast deal with 10 ViacomCBS, and helping to secure more than $140m in private equity funding.

Ant has previous experience scaling consumer digital subscription businesses with Kayo Sport, Watch NRL & AFL and Binge. His career incorporates senior roles in telco, digital media, marketing tech & sports entertainment. 

Aaron Miller

National Director - Sport Partnerships, OMD Australia

With over 20 years’ media and marketing experience, Aaron has worked to develop a well-rounded skill set with a specific focus on sport and entertainment partnerships and integrated campaigns. Aaron has experience across a diverse portfolio of brands working both client and agency side specialising in the fast-paced retail and QSR categories.

Aaron joined OMD 8 years ago leading partnerships for key OMD clients across sport and entertainment from strategy through to implementation and evaluation. In 2018 he established a National Sports Partnership division within OMD with a purpose to help brands connect with fans through sport by creating better, more meaningful partnerships that stretch beyond traditional commercial placements and into hearts and minds. The award-winning team work with broadcasters, codes and clubs across a roster of brands including McDonald’s, Telstra, Suncorp Group brands and Coles.

Charlotte Woods

General Manager, The Brand Builders

Charlotte Woods is passionate about elevating the athlete pathway through personal brand development. In her role as General Manager and content developer at The Brand Builders, she empowers athletes with the knowledge, skills and resources needed to confidently identify and activate their brand.

She has personally mentored hundreds of professional and elite athletes in their brand development in Australia and around the globe. Charlotte combines strategy and a creative approach to help athletes identify their unique value and leverage their brand to achieve their vision and goals.

With a Masters in writing and the co-author of The Athlete Brand, Charlotte designs and delivers Athlete Brand education programs for local and international sporting organisations.

Ezechiel Ritchie

Country Manager ANZ, Jellysmack

Ezechiel is Country Manager ANZ at Jellysmack, the global creator company that detects and develops the world’s most talented video creators & media companies through technology. Ezechiel joined Jellysmack from Taboola where he set-up the ANZ office and was responsible for brand & agency partnerships across Australia & New Zealand.

Originally from France, Ezechiel started his career at Xing, a European Professional network, before joining Google where he spent 6 years working with brands & agencies in France and more recently Australia. Ezechiel is also a husband and father of a little 2 year old girl Ela.

Matt Chandler

Executive Creative Director, DDB Sydney

Matt Chandler is DDB Sydney’s Executive Creative Director. He joined the agency in 2013 as a Senior Copywriter, and was promoted to Creative Director in 2016 and Deputy Executive Creative Director in 2019, before being elevated to ECD at the start of 2021.

Matt's award-winning work has been recognised at shows including Cannes, One Show, Spikes, NY Festivals, LIA Awards, AWARD, Adstars, Facebook Awards, AdNews Awards, B&T Awards, Ciclope, Creative Circle and Campaign Big.

An active participant in the industry, Matt is co-head of AWARD School in 2022. He has tutored and judged AWARD School on several occasions, as well as judging the AWARD Awards, APAC Effies and Cannes Young Lions, and serving as a mentor for the Free the Bid program. In 2019, Matt was the sole creative listed on AdNews Top 20 Emerging Leaders list.

Patrick Millington-Buck

Senior Account Director, Havas Sports & Entertainment

Patrick is a Sports and entertainment marketing specialist with over 10 years international experience. Working alongside a number of major brands, rights holders and suppliers to create meaningful campaigns that deliver successful campaign outcomes. Patrick was shortlisted in the 2019 Mumbrella Next Awards for specialist marketing talent and 2021 Marketing Week Mini MBA Graduate. 

Paul Malina

General Manager - Client Management & Partnerships, TLA Worldwide

Paul has spent his 20 plus year career working with some of the world’s most iconic brands in Australia and the USA.

Paul grew up in Melbourne and after a stint traveling the globe as a professional X-Games athlete, spent 10 years working in the USA with Red Bull prior to coming home to take up roles such as Head of Sports Marketing at Red Bull Australia and National Partnerships Manager at CUB.

As part of the Consultancy division at TLA, Paul oversees Client Management, Partnerships, Strategy and Commercial Development for their stable of brands including clients such as NAB, CUB, Ampol, Woolworths, Nissan, Chemist Warehouse and Bunnings.

AT TLA, Paul’s focus is managing a team of passionate people who support their clients to achieve optimal relationships with their partners through valuation, acquisition, leverage and activation through TLA’s many service areas including Strategy, Content, Creative, PR, Social Media, Events and Retail Marketing.

Vickie Saunders

Co-Founder, The Brand Builders

Vickie Saunders is passionate about human rights at all levels, a little left-field, and loves to be immersed within work that matters. Author of 2 books on the subjects of athlete brand and athlete sponsorship, Vickie is a recognised thought leader who loves to share her knowledge in creative and meaningful ways.

Working globally, Vickie and her team have developed their own unique educational concepts and content, delivering their services within the sport, corporate and for-purpose sectors.

Her strategic, purposeful and holistic approach ensures that the education delivered is a win-win for all involved, from achieving goals and outcomes, shifting mindsets and behaviours, through to impact at all levels within an organisation and for its people. 


2022 Summit Program


About the event

Mumbrella’s Sports & Entertainment 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 and entertainment industries. This is your opportunity to get insights for the year ahead.

Who should attend?



Specially curated for marketers, hear leading speakers share deep insights, forward-thinking case studies and answer some of the biggest marketing questions in the sports and entertainment industries.



Hear from agency leaders across media, creative, digital, social and more. Learn about their market conditions and challenges, their ideation processes and the client opportunities they are seeing.



Some of the biggest sports and entertainment media brands attend the summit to learn and discuss a wide array of industry topics making this event the must-attend event of the year.

"Marketers should really attend events like the Mumbrella Sports Conference because it exposes you to a wide range of practices and ideas that we can all bring back into our day-to-day lives."


-Anjuli Bedi, Associate Director - Analytics Psychometric Analysis, Edelman


"It’s so important for the entertainment industry to come together at an event like this. What a fantastic event."


-Sally De St Croix, Global Franchise Director, BBC Studios

"Mumbrella Sports Marketing Summit is great. The opportunity to learn from others is just outstanding."


-Mark Doran, Marketing Director, Global Rapid Rugby

"I think it’s really important for my team to come and listen to what other marketers are doing. I’ve brought a few people along today because I think for them understanding what’s going on from brands like Nickelodeon or BBC or what’s happening across the networks."


-Anthony Xydis, Chief Marketing Officer, Australian Radio Network

"I think you can get some really good valuable insights. I know it helped me in 2017, really shape out the direction of our business for the following 12 months which is good.  So I think it’s super valuable."


-Rik Conti, Managing Director, MAAKE

"I think the challenges that face each of us are very similar so I think it’s really good any industry opportunity that we get together."


-Leisa Bacon, Director of Audiences, ABC


Become a sponsor

Mumbrella's Sports & Entertainment Marketing Summit is the leading conference for marketers and senior leaders of brands and their agencies that work in and around sports and entertainment. 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. Speak with us about creating a bespoke sponsorship that fulfils your marketing objectives for 2022 and beyond.

Keeping you safe

Your safety is our top priority. The team at Mumbrella are carefully following the latest advice and guidelines to put new measures in place to deliver a safe event for you to meet and learn.

Although our upcoming events will slightly look different than normal, these changes will allow you to enjoy the full experience whilst keeping yourself, and others, safe.



Mumbrella Sports & Entertainment Marketing Summit 2022