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The organisers of the 2023 Mumbrella Sports Marketing Summit - being held on 24th August at Sydney’s Royal Randwick (Australian Turf Club) - have revealed the program for the event.

In a crowded market for commercial sport management conferences that this year has already seen the SportNXT, Ministry of Sport, Money in Sport and Business of Sport Summit (BOSS) events, the Mumbrella event, which claims to be “the leading marketing summit for the sports industry”, will present a full-day, two-stream conference covering key themes across the sector.

The event, organisers say, will “purview a landscape that has significantly changed over the last 12-months (with) post-COVID impacts, the use of advanced technologies, the visibility of women and regulatory changes (to all) be comprehensively covered.

“Furthermore, hear about the effectiveness of media channels, the latest research insights and best-practice strategies around fan engagement in an increasingly digital world.”

Among sessions being presented by the popular marketing and media industry news website are presentations from Wildcard, Goanna Academy and Australia’s top sports streaming services announced.

Wildcard by TLA’s General Manger, Sam Fleming, will lead a session titled Creativity in a Crisis: How it Can be Your Best Friend When Sh** Hits the Fan.

This will cover how, in sport, a crisis comes in many forms - who it affects, and how it is covered and handled, changes so rapidly with new media. One of the stronger levers in today’s sporting landscape is creativity, where it can guide a set of principles that an organisation lives by, and assist as a crisis management tool.

In this session, Fleming will review the key learnings from moments where creativity in a crisis has helped sport brands, codes and teams excel through difficult periods. He will narrow in on what a crisis really is in the sporting landscape, and provide fundamental principles delegates can use to harness creativity as a powerful tool to better connect with fans when it’s most critical.

The Summit will also house a panel featuring Optus’ Vice President Clive Dickens; Fox Sports’ Executive Director, Sports Content and Commercial, Rebecca McCloy and Matthew Granger, Director of Sales - Sports, at Nine Entertainment Co.

The trio will talk all things streaming, which has singlehandedly changed the sports media landscape.

Mumbrella advise “Australians over-index in sport consumed via streaming, and Dickens, McCloy and Granger will delve into the key themes of sport streaming.”

The trio will also discuss women’s sport, the changing face of content, advanced technologies and the future of sport streaming.

Finally, a session titled How Brands Can Tap Into More Meaningful Partnerships with Athletes will see Goanna Academy’s Chief Executive and co-founder, Brent Richardson along with founder and Managing Director Greg Inglis, and Rich Digital’s Commercial Director, Alana Fechner, discuss how brands can rethink the role of athlete partnerships.

The session will showcase how brands can successfully partner with an athlete’s purpose to drive more successful outcomes.

The trio will teach delegates why the ‘one and done’ sponsorship mentality should be thrown away - and why a new dawn of partnership and long-term collaboration should now exist.

Mumbrella Sports Marketing Awards
The Summit will close with the presentation of the Mumbrella Sports Marketing Awards.

Returning for the first time since 2019, the Awards will be presented in 10 categories across the sports marketing industry, including PR Idea of the Year, Sports Campaign of the Year and Sports Agency of the Year.

Celebrating companies, teams and agencies that have delivered results on behalf of sports brands, other categories include Best Athlete Partnership, Best Owned of Social Media and Best Team or Sport Sponsorship.

At the last awards in 2019, sports marketing agency TSE won Sport Agency of the Year, and TLA Worldwide was awarded the PR Idea of the Year for its work for Caltex Australia.

Click here for information on this and other sport management events in the Australasian Leisure Management industry Calendar.

Image shows the 2022 Mumbrella Sports Entertainment Summit.

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