Susan Goodenow
EVP, Brand & Public Affairs
Chicago Bulls
ATTENDEES
SENIOR DECISION-MAKERS
C-LEVEL EXECUTIVES
EVP, Brand & Public Affairs
Chicago Bulls
Head of Branded Entertainment & Brand Partnerships
Mercedes-Benz
Former Professional Tennis Player, Grand Slam Champion & Entrepreneur
CEO
Newcastle United FC
Vice President, Global Brand Marketing
PUMA Group
Performance & Talent Development Manager
F1 Academy
Chairman & CEO
Payne Sports Media Strategies
Director, Football & Music Partnerships
Expedia Group
Head of Women’s Sport
Sky Sports
CEO
WTA Ventures
Anchored by powerful main programme keynotes and headline interviews with the biggest names shaping sport, SportsPro London features practical case studies, in-depth conversations and deep-dive sessions across six core content tracks:
CEO David Hopkinson is executing a disciplined strategic roadmap to transform Newcastle United into a top-tier, perennial contender.
From the death of neutrality in the 2026/2030 cycle to the rise of private equity over traditional federations, Payne revealed how rights holders must pivot as athlete-led content disrupts the sponsorship model.
This session explored how the ICC is navigating a pivotal era of commercial growth.
The WTA and Mercedes-Benz are redefining sports sponsorship through shared values and creative innovation.
Dominic Thiem is one of the most accomplished tennis players of his generation, capturing 17 ATP Tour singles titles, including the 2020 US Open, during the era when Federer, Nadal and Djokovic dominated the sport.
Since being founded in 2017, HYROX has established itself as the fastest-growing fitness sport in the world, with 1.5 million participants competing in 85 cities across 30 countries during the 2025/26 season. Unpack HYROX’s journey, both globally and commercially.
Rugby stands at a critical crossroads, balancing its heritage against a high-stakes commercial future. With private equity recalibrating the sport’s value and new formats threatening the status quo, the next decade will define whether rugby thrives as a global brand or remains a niche powerhouse.
It was a fabulous event and I achieved everything that I wanted to from the day with the presentations from Newcastle, Wrexham, McLaren F1 and Reading FC.
The speakers and content were outstanding and led to real connections that are already being followed up on.
It is a fantastic event, which has a quality range of speakers, content and networking opportunities. I would highly recommend attending.
It was great to have various sports, brands, media and NGBs and IFs all in one room.
Talks were excellent - great workshops and the right balance of pace, value, and enough space to network.
From exclusive pitch access and interactive competitions to curated networking and memorable moments, discover what was on beyond the agenda in 2026.
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