Game on: Building brand value through sports partnerships

Sport has become one of the most powerful platforms for brands seeking to drive growth, engage audiences and create meaningful cultural relevance. From global sponsorships and strategic partnerships to intellectual property licensing and fan engagement initiatives, organisations are increasingly looking beyond traditional marketing to unlock long-term commercial and social value.

Bringing together exceptional expertise from across the sports, brand, investment and legal landscapes, this event offers a rare opportunity to hear directly from leaders who have shaped some of the industry's most influential partnerships and commercial strategies. From global sports marketing and rights management to sports investment, sponsorship, governance and legal advisory, our speakers bring first-hand experience of helping brands, rights holders and investors unlock value through sport.

This interactive panel discussion will explore how brands, rights holders and partners are using sport to strengthen market position, build customer loyalty and drive measurable business outcomes. Drawing on partnerships such as Hennessy x NBA, Spotify x FC Barcelona and Arsenal, the panellists will examine the factors behind successful collaborations, covering strategy, activation, measurement and governance, alongside the growing influence of fandom, culture and purpose. The session will also address key legal and commercial considerations, including exclusivity rights, reputational risk, ambush marketing and maximising return on investment.

Moderated by Marks & Clerk Partner, John Ferdinand, the session will combine practical insights, real-world case studies and audience Q&A to provide attendees with actionable takeaways for building and managing high-performing sports partnerships.

Why attend?    

• Insights into how leading brands are using sport and fandom to build brand equity and cultural relevance.
• Insights into licensing and partnership negotiation strategies for brand owners.
• Strategies for increasing exposure and revenue via brand expansion and licensing.
• Practical approaches to measuring commercial success, ROI and broader social impact.
• Lessons learned from successful partnership and sponsorship case studies.
• Understanding of key legal and commercial risks, including exclusivity, governance and ambush marketing.
• Strategies for securing stakeholder buy-in, aligning budgets and delivering effective activations.
• A clearer view of emerging trends shaping the future of sports partnerships, sponsorship and brand engagement.
• Opportunities to benchmark approaches and exchange ideas with industry peers and decision-makers.

Who should attend?    

• Brand owners and marketing leaders
• Sponsorship and partnership professionals
• CMOs, CEOs, CFOs and senior decision-makers
• In-house legal and compliance teams
• Sports rights holders, clubs, leagues and governing bodies
• Agencies and commercial partners operating in the sports ecosystem

Panellists:
Michaela MacIntyre, Senior VP, Marketing, IMG
Holly Millward, Partner, TTB Sport Capital
Jon Walters, Founding Partner, Northridge Law
John Ferdinand, Partner, Marks & Clerk

Agenda: 
5.30pm                   Arrival
6.00pm                   Panel discussion and Q&A
7.00pm                   Networking and canapes
7.30pm onwards    Opportunity to play on the F1 arcade