Uber Eats and athlete generated media hit the spotlight at the Mumbrella Sports Marketing Summit

One of the biggest sports campaigns of the summer, Uber Eats’ collaboration with the Australian Open tennis, will be laid out at the Mumbrella Sports Marketing Summit on July 4 in Sydney.

Food Delivery brand UberEats drove enormous media attention and consumer buzz in January with an integration tailored for the 2019 event which saw, among many other things, professional umpires seemingly being delivered food during matches.

The campaign also featured camera operators missing shots to take deliveries, Lee Lin Chin giving Nick Kyrgios treatment courtside and more outlandish scenarios.

Uber Eats Jeffrey’s will join a panel explaining the big gamble the brand took on creative flair at the Australian Open

In this panel session, the brains behind the ideation and execution across the range of stakeholders will reveal the inner workings of the campaign.

The panel will include Georgie Jeffreys, head of brand and campaigns at UberEats, Tom Martin, ECD and partner at Special Group Australia, Ben McCallum, managing director for MediaCom Sydney and Matt Granger, director of sales – sport at Nine.

Also confirmed for the summit is a hard hitting panel on athlete generated media featuring the AIS, Players Voice and the WNBL.

With the Olympics in Tokyo on the horizon, the interest in athlete generated media is increasing substantially and the number of athletes that will hit the headlines will also increase significantly. Many of whom would not have the experience of being in front of the spotlight previously.

Athlete generated media will hit the spotlight with the AIS, Players Voice and a WNBL star

The result is a seismic shift for athletes, their followers and brands. In the session, Matti Clements, director of athlete wellbeing and engagement at the AIS, Jenna O’Hea, gold medal winner and WNBL star and Kerry McCabe, CEO of PlayersVoice, will explore what this means for athletes and brands, how athlete generated media has progressed over the last 12 months and where it is going next.

These new sessions join a program that already includes the likes of cricket legend Glenn McGrath, Sydney Kings CEO Paul Kind, former chairman of Skins Jaimie Fuller, esports star Eileen Bell and GroupM chief investment officer Nicola Lewis.

Mumbrella’s Sports Marketing Summit takes place on July 4 at the Four Seasons in Sydney. Earlybird tickets are on sale now but will end on May 23.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.