Morning sessions:

Welcome breakfast

Masterclasses and talks

• AI and data in sports: Explore how Wimbledon and IBM are using AI to enhance fan experiences while preserving the magic of live sport. 
• Bold sports marketing: Mohammed Sehly, CEO of BigTime Creative Shop, will share strategies for creating bold, reaction-worthy campaigns that drive real impact.

 

Co-presentation

• Creativity in sponsorship: Learn how underperforming sports leagues can deliver business growth through bold ideas and honest collaboration, with insights from Diego Pomareda (AB InBev).

 

Keynotes and LIONS Sport exclusives

• The power of sports as a cultural force: Discover how sports shape identity, drive social change and create emotional connections that brands can authentically align with. 
• The state of the sports marketing ecosystem: A high-level, honest overview of the sports marketing ecosystem from Brandon Snow, Chief Commercial Officer at RedBird Capital Partners. Discover where the money is flowing, who is driving the deals and what separates the assets attracting serious capital from those that aren’t.
• Inside the Jury Room: Entertainment Lions for Sport: What makes a campaign worthy of an Entertainment Lion for Sport? Join this exclusive session at LIONS Sport to gain first-hand insights into the creative excellence that caught the Jury’s attention and set the benchmark for the year ahead. Hear directly from our world-class Jury members – including Shannon Washington, Chief Creative Officer and Managing Partner at 11 Ounces – as they reveal the stories behind this year’s winning campaigns and the work redefining the intersection of sports, creativity and culture.
  

Networking lunch 

Afternoon sessions

Rapid-fire presentations and Q&A

• Gen Z and sports: Discover how digital platforms are transforming the sports content economy and engaging the next generation of fans, and what brands can do to adapt and stay ahead in this evolving landscape.

 

Coffee break 

Interactive co-presentations and talks 

• The AO playbook: Learn how the Australian Open is reimagining tennis by blending sport, entertainment and culture to attract younger audiences in this session hosted by Tennis Australia’s Britt Wickes, Head of Event Brand Marketing, and Roddy Campbell, Director of Partnerships & International Business.

 

Interactive discussions and workshops 

• Keeping girls in sport: Participate in a workshop led by global experts leading the charge in women’s sports, such as Susie Wolff, Managing Director at F1 Academy, and Kate Theobald, Commercial Director at Liverpool Football Club. Contribute to the Play On Charter, a framework for systemic change to keep girls engaged in sport, alongside other session hosts from UN Women, Standard Chartered and the International Working Group on Women and Sport.

  

LIONS Sport Gala evening

Celebrate the industry’s creative champions at the LIONS Sport Gala. Watch the Entertainment Lions for Sport Awards ceremony and gain exclusive insights into the winning campaigns redefining the future of sports marketing. 

Morning sessions

Networking breakfast

Talks and co-presentations 

• CMOs in the Spotlight × LIONS Sport: Hear from top marketing leaders like P&G’s Stacey Reherman and Strava’s Louisa Wee as they share their vision for the future of sports marketing. 
• Esports revolution: Explore the commercial opportunities in esports with insights from Danny Tang, Niccolò Maisto and Tongyu Liu. 
• Hype vs heritage: Discover how cricket’s ‘The Hundred’ has balanced tradition with bold disruption to create a billion-dollar sports phenomenon with The Multiple Agency’s Adam Bullock and ECB’s Rob Johnson.

Networking lunch

Afternoon sessions

Rapid-fire presentations and interactive discussions 

• How emerging sports concepts are shaping the commercial landscape: Discover how emerging sports leagues are revolutionising fandom by blending entertainment, creators and competition – unveiling lessons for traditional sports, the power of athlete-driven marketing and the way digital-native fans are redefining engagement through access, personality and storytelling. 
• Why brands need translators: Explore what changes inside organisations when cultural understanding becomes strategic input in this masterclass led by Valentino Brodkorb, Brand Partnerships Director at Provoke. From partnerships, casting and storytelling to community engagement, brands must learn to observe culture – and translate it.

 

Coffee break

Roundtables  

•  LIONS Sport huddle: Join us for an engaging roundtable session designed to spark thought-provoking conversations and foster meaningful connections. This intimate gathering gives you a unique opportunity to explore the key themes shaping the future of sports and creativity, all while networking with industry leaders, innovators and like-minded professionals in an interactive and collaborative setting.

 

Talks and Q&As

• From global sporting icon to entertainment powerhouse: Explore how brands are producing culture rather than interrupting it, with insights from Amelie Raison, Global Head of Brand at FIFA, and Chris Garbutt, Chief Creative Officer & Co-President at Virtue Worldwide. 
• LIONS Sport insight presentation: Dive into the data and insights from the Entertainment Lions for Sport to uncover how creativity has evolved as a key driver of success in sports marketing. This session will explore the common traits of Award-winning campaigns, strategies that deliver measurable ROI and methods to apply lessons from past winners to shape future campaigns, proving why creativity is the industry’s ultimate superpower.

 

Closing keynote and networking hour