Monaco, 6th October 2026 – The global sports industry is entering a transformative new era defined by the deep interconnection of media, technology, data, investment, brands, and fan engagement. As sports organizations navigate an increasingly complex landscape, leading executives from across the entire sports ecosystem are preparing to converge at the Grimaldi Forum for SPORTEL Monaco 2026. Taking place from 19 to 21 October, the high-profile event will serve as a central hub for examining how emerging forces are fundamentally reshaping the way sports content is created, distributed, monetized, and experienced on a global scale.
The centerpiece of the gathering is the 2026 Conference Programme, scheduled for 19 and 20 October, which brings together an exceptional lineup of top-tier thought leaders and innovators. Representing diverse sectors including broadcast, investment, major leagues, digital platforms, technology developers, global brands, and entertainment, these leaders will address the strategic imperatives of modern sports business. Through a comprehensive series of keynotes, masterclasses, panels, and exclusive client case studies, the programme will dissect the major trends driving the next phase of the industry, spanning artificial intelligence, direct-to-consumer models, advanced distribution frameworks, remote production, data-driven fan experiences, live sports betting, cutting-edge sponsorship, the explosive growth of women’s sport, and the expanding influence of esports.
At the heart of these discussions is a fundamental challenge facing contemporary sports organizations: how to effectively create and capture value in an environment where audiences are increasingly fragmented and the traditional boundaries separating media, technology, and entertainment continue to dissolve.
The Evolution of the Global Sports Ecosystem and Direct-to-Consumer Strategies
Business technology and market evolution dominate the masterclass schedule, beginning with a high-profile session titled “The New Global Sports Ecosystem.” In this session, prominent industry executives Jeïnot Roth of Bruin Capital, Hillary Mandel of IMG, and Peter Bellamy of Deltatre—led by Imran Yusuf of SportBusiness—will explore the rapid globalization of digital consumption, changing fan behaviors, and the strategies investors use to identify and evaluate emerging opportunities across the evolving sports value chain.
Providing context ahead of the conference, Bruin Capital’s Jeïnot Roth highlighted the operational shifts required by modern sports properties. In a world where media consumption has become exceptionally fragmented, leagues and teams have been forced to evolve into direct-to-consumer businesses. Organizations must now focus on customers with the precision of an e-commerce enterprise. However, Roth noted that the path to growth is no longer as straightforward as traditional, linear media rights moving steadily upward. Stakeholders must actively invest in new areas, drive international expansion, and follow consumers wherever they choose to engage.
Artificial Intelligence Moves from Experimentation to Practical Application
Artificial intelligence stands out as a major overarching theme throughout the programme, reflecting an industry-wide transition from experimental trials to practical, widespread applications across content creation, audience development, operational workflows, and commercial strategy. Ken Kerschbaumer of SVG will lead two pivotal masterclasses focusing on these advancements.
The session titled “Defining Your Corporate AI Strategy” will investigate how artificial intelligence is reshaping sports media. Panelists including Danny Townsend of SURJ Sports Investment, Prashant Khanna of JioStar, Marcin Seraïnotï of Live Park and Ekstraklasa, and Paola Marinone of BuzzMyVideos will examine the balance between technological efficiency and the enduring importance of human creativity and editorial judgment in content production, fan engagement, and monetization.
Transforming Live Production and Broadcasting Realities
The transformation of live sports production during major international events, such as recent Olympic Games and World Cups, has challenged the long-held assumption that remote production inherently compromises broadcast quality. The masterclass titled “The Future of Production : ‘Which Way to Go?’” will dive directly into these operational shifts. Moderated by Will Strauss of SVG Europe, the session features Lowell Conn of Protocol Sports Marketing, Sarah Jakob of LiveU, Carlos Silva of TNA Wrestling, and Dominik Scholler of Bundesliga Media GmbH. The panel will analyze how organizations leverage innovative working methods to improve operational efficiency and control escalating production costs.
Furthering the focus on live sports, the masterclass “Live Sports Betting: The Technology, Data & Fan Experience” will bring together Adrian Gatt of AWS and Steve Carter of Bolt6, led by Ken Kerschbaumer of SVG. The discussion will tackle the complex array of opportunities and challenges facing sportsbooks, rights holders, and fans alike, addressing critical factors such as scalability, latency, data integrity, and evolving regulatory frameworks.
Headline Keynotes and High-Profile League Perspectives
Adding significant weight to the speaker lineup, LALIGA President Javier Tebas will deliver a headline keynote interview titled “LALIGA’s Next Frontier: New Broadcast Models, Formats and Challenges.” The session will offer deep insights into how the prominent football league approaches innovative distribution models, strategic partnerships, and advanced content development while actively confronting piracy, audience fragmentation, and a rapidly shifting media landscape. An additional headline keynote featuring a representative from Mediapro is set to be announced ahead of the event.
Expanding Reach Through Platforms, Streaming, and Immersive Technologies
YouTube will maintain a prominent presence in the conference programme with three dedicated sessions examining its expanding role in sports distribution and fan engagement. In “The Value Multiplier: Making YouTube Fundamental to Your Distribution,” Jonny Keogh of YouTube alongside Scott Melvin of The Overlap will explore how the platform delivers global reach, diversifies revenue streams, and supports the next generation of sports fandom via creator-led storytelling.
A subsequent session titled “Reaching the Next Generation of Olympic Fans” will feature Jason Wachs of YouTube and Srinath Sripath of the IOC discussing how the Olympic movement navigates an increasingly dynamic media ecosystem. Additionally, “LiveMode, YouTube, and the Next Era of Live Sports Broadcasting” will feature Pedro Pina of YouTube and Thiago Tourinho of LiveMode, moderated by media expert Evan Shapiro of ESHAP. This session will provide vital insights into how LiveMode broke World Cup broadcast records, how creator communities and brand partnerships shape modern fan engagement, and how these elements influence the future trajectory of live sports distribution.
The agenda will also address the growing importance of personalization in live sports. Kish Patel of Dolby OptiView will lead “Personalization and Storytelling in Live Sports,” exploring how advanced technology reshapes audience engagement, retention, and monetization. Simultaneously, the evolution of free streaming will take center stage in “Local Fans, Global Reach: How Free Streaming Is Expanding the Sports Experience.” Moderated by Keith Bedford of Wurl, the panel will discuss how free ad-supported streaming television provides teams, leagues, and media companies with novel avenues to strengthen local connections while engaging global fanbases.
Artificial intelligence and automation will be highlighted further in “Highlights 3.0: The Next Era of Live Content Is Human-Led, AI-Accelerated,” where Volodymyr Boiko of Epic Clips will examine the rapid evolution of broadcast-quality highlights produced within minutes of live action.
Immersive technology will occupy a central position with Phil Ventre of Pixotope and John Murphy of BBC Sport during the session “From The Studio to the Live Game, How Advancements in Graphics Technology are Reshaping the Present & Future of Live Sports Production.” The speakers will evaluate how extended reality and virtual production unlock fresh commercial opportunities, including enhanced sponsorship integration and in-game revenue streams.
Continuing the immersive theme, the XR Sports Alliance will present “Learnings from the FISE World Series Immersive Project,” breaking down insights from the world’s largest annual urban and action sports festival. The session features partners Charles Edwin Rolot of HBS and Jose Somolinos of Accedo, with moderation by Patrick Costello of Qualcomm.
Additional technical and creative sessions include Lawrence Bowden of Deltatre and An Dang Duy of World Athletics discussing “Reinventing the Athletics Experience: Broadcast Graphics, Data and Digital at the Ultimate Championship.” Furthermore, Manik Bambha of ViewLift, Gibran Khan of FISU, and Victorien Tixier of ScorePlay will address global live event distribution challenges in “The Role of DTC Digital Infrastructure in Global Event Distribution.” Behind-the-scenes storytelling will also feature prominently as Chandradev Bhagat of Grey Matter Entertainment presents a sports documentary session titled “Beyond Competition: How Grassroots Sport Can Transform Communities,” focusing on India’s largest rural sports festival and the unique challenges of immersive filmmaking in raw environments.
Esports, Innovation, and Emerging Talent
Esports returns to the prominent SPORTEL agenda as the industry strives to construct sustainable global properties and connect with younger demographics. The session “Beyond the Broadcast : How Esports Is Expanding the Global Sports Audience” features Mohammed Alnimer of the Esports Foundation, Bertrand Amar of NEO – New Esports Org., and Patrick Maitrot of Warner Bros. Discovery. Led by Giovanni Aquilani of SPORTEL, the panel will share insights on the rapid growth of major esports competitions and discuss collaborative strategies for broadcasters, platforms, and rights holders to generate mutual value.
The popular “Pitch Perfect Innovation Contest” will return, highlighting a curated selection of SPORTEL newcomer companies—including BuzzMyVideos, Epic Clips, Media Distillery, Pixotope, ValkaAI, and Wyplay—each presenting creative technological solutions during rapid three-minute pitches followed by two minutes of expert judging.
Reflecting on the comprehensive scope of the event, Marine Picoulet, Executive Director of SPORTEL Monaco, noted that the gathering has once again confirmed its position as the vital intersection of sports media and technology. She emphasized that the largest programme of client case studies to date underscores the fundamental role technology plays in the evolution of the sports media business. Picoulet expressed enthusiasm for welcoming several major organizations to the programme for the first time alongside established innovators and startups, demonstrating that SPORTEL offers a platform for all ecosystem players to communicate their latest partnerships and solutions.
Specialized Brand and Women’s Sport Programming
Adding a new dimension to the schedule, Monday, 19 October, will feature a dedicated CMO Brand Programme created in partnership with Qualcomm, a founding member of the XR Sports Alliance. Designed to connect the SPORTEL community with senior brand decision-makers, the programme includes a closed-door panel titled “Brands & Sport: harnessing the full value of sponsorships in the age of Tech, Data & Total Video.” Moderated by Imran Yusuf of SportBusiness, the session features leading marketing executives Ashish Babu of TCS, Rory Miller Cheevers of Revolut, Paddy Carberry of Guinness and Diageo, and Garret Ponder of Qualcomm, exploring the evolving value exchange between brands and sports properties.
A second lunch event panel titled “Brands and Sport: Rethinking the Role of Sponsorship in the Age of Media, Technology and Content,” moderated by Stéphane Corbule of RTL AdAlliance, will examine how brands evaluate sports partnerships across global rights versus local relevance, teams versus leagues, data versus emotion, and exposure versus engagement.
On Tuesday, 20 October, the popular Women’s Lunch networking event and panel, organized in collaboration with AWS, will focus on “Women’s Sport: From Momentum to Market – What Will it Take to Unlock the Next Wave of Growth.” Moderated by Fiona Harold of AWS, the panel will feature athlete Elizaveta Bracht, Danny Townsend of SURJ Sports Investment, and Frank Leenders of FIBA as they debate the strategic steps required to transition women’s sport from a compelling growth narrative into a mature, highly investable commercial market.
