Shahbaz will break down how high-impact content executions, from player-driven storytelling and creator ecosystems to tentpole social moments, can shape broader strategy. Drawing on real experiences across Uninterrupted, Nike, the NFL, and the NBA, he'll share how individual campaigns scale into repeatable frameworks that drive fan engagement, brand growth, and monetisation.

Through real-world case studies, the session will explore how to align players, creators, and platforms into cohesive strategies and how to translate cultural moments into sustained business impact.

Let's address the elephant in the room. Most teams are still trying to create content.

The New York Liberty created a cultural movement.

New York Liberty Senior Vice President and Chief Brand Officer, Shana Stephenson headlines the Victory Lap stage live and in-person, showcasing how the Liberty have become one of the most globally influential brands in women's sports.

Hear how creating best-in-class experiences, leaning into culture, and building unique IP like Ellie the Elephant has been paramount to the New York Liberty's rise. Shana will take the audience behind the scenes of building the Liberty brand, the crafting of their famed gameday experience in Brooklyn, and the creative strategy behind imagining the world's first A-list mascot.

Daniel Gorringe is the loveable former AFL player turned Australia's leading voice & media channel in sport, with an audience of over 10 million across his platforms. Dan's unmatched blend of sharp sports insight, comedy and culture commentary has made him the new age trailblazer in modern sports media. When he's not making the masses laugh with painfully relatable content, he's shaping the future of entertainment as the host and producer of ANZ's #1 chart-topping podcast, Dan Does Footy.

Dan will bring his disruptive tactics to the Victory Lap stage this July in Brisbane.

No filters. No spin. No BS. Just authentic, fan-first coverage that's leaving traditional sports media scrambling to keep up.

Dan Beltran, Creative Director of the Tampa Bay Buccaneers, reveals how authentic, rooted regional storytelling drove an award-winning NFL brand refresh from concept to culture.

A strong brand positioning is only powerful if you use it as it should be: It's not theory, it's a decision-making tool.

Hear how the All Blacks use brand positioning and identity to shape every commercial and marketing choice, from sponsor integration on the iconic All Blacks jersey through to head coach announcements and TikTok activity choices.

This session will show strategy being turned into action through everyday choices to ensure the All Blacks remain the most valuable sports brand in the Southern Hemisphere.

Sport used to live in stadiums. Now it lives everywhere. Senior Creative Director Kieran Murphy - now at IMG and previously shaping creative direction at Formula One and Tottenham Hotspur - shares how modern sports brands can move beyond campaigns and become part of culture.

Using the story behind an award-winning Premier League club brand refresh, this session unpacks how authentic regional storytelling, fan passion points, cultural collaborations and creative bravery can transform a club from a place you visit into a brand you live with.

Wade Shipard, Global Sports Partnerships AUNZ for TikTok will take the stage to show why Sport is one of the fastest-growing verticals on TikTok. Wade will unpack how major sporting events, teams, broadcasters and creators are connecting with new fans through authentic content.

Somha's talk explores how the most powerful sport stories are often found beyond the action itself. She focuses on humanising athletes through emotion‑led storytelling that turns performance into belief and personal connection into love. Drawing on her work at the Gold Coast SUNS, she will unpack how purposeful storytelling has helped build a recognisable social personality, shape culture and create engagement, including using the Pink Collection as a bold identity outside the core brand. Her session reflects the balance between informing an audience and selling a dream, player and culture connection, the importance of presence and timing to capture moments that matter, and the reality of sport media as a love job that demands a lot but rewards it with magic.