MAD//Sports 2025: A day of energy, edge and unmissable ideas
Yesterday, Sport Industry Group made its debut at MAD//Fest with MAD//Sports – and it couldn’t have been further from your average conference.
From the moment the doors opened, the MAD//Sports stage was alive with energy. Every session delivered concise, thought-provoking insight designed to inform, inspire and challenge the audience.
No filler. No drawn-out panels. Just sharp thinking, fresh ideas, and a high-quality crowd.
The agenda spanned key themes across the industry, from evolving fandom and content creation to purpose-led partnerships and the role of sport in wider culture. The room remained full throughout, a testament to the calibre of the conversations and the people in the room.
Key moments from the day included:
Alex Payne, Sky Sports Presenter, opened the day with a warm welcome and introduced the first session, featuring MUNDIAL and 442oons on “Reminding Fans Why They Love Football” – a lively discussion about storytelling, humour and the cultural heartbeat of football.
Max Whitlock, Margaret Jobling, NatWest Group CMO, and Paralympian Ade Adepitan explored “Beyond the Podium”, offering insight into how brands can support athletes beyond performance – through identity, purpose and long-term impact.
Alexandra Willis, Director of Digital, Premier League, discussed “The Fluidity of Fandom”, unpacking how younger, more casual audiences are changing the way sport is consumed and communities are built.
Tim Edwards, Sports Partnership Lead, TikTok, and Kadeena Cox shared their take on “Athletes Cracking the Creator Code”, highlighting the collision between elite sport, content creation and digital influence.
Nick Keller Chairman, Sport Industry Group, delivered a powerful talk on sport’s potential as a force for long-term purpose and legacy – urging the industry to think beyond short-term metrics.
Sam Shave Managing Partner, Beyond Sport, and Tati Lindenberg, Vice President, Unilever, offered a masterclass in values-based partnerships, examining what it takes to move beyond traditional rights deals to something more meaningful.
Isabelle Stewart Head of Original Content, Formula 1 and Lee Korman Director, Content Partnerships, PGA Tour closed the day with “From Rightsholders to Storytellers”, analysing how some of the world’s biggest sporting organisations are evolving their content strategies.
Beyond the sessions, MAD//Sports proved a powerful networking space, bringing together CMOs, rights holders, content creators and senior brand leaders for meaningful conversation and new connections.
A huge thank you to our stage partner Sportradar for their support in helping to deliver the day.
No filler. No drawn-out panels. Just sharp thinking, fresh ideas, and a high-quality crowd.
And this is just the beginning...
Be sure to keep an eye on Sport Industry’s channels, as we look back on an unforgettable day.
If you’re interested in being part of MAD//Sports 2026, please get in touch with dylan.pugh@sportindustry.biz
