You might already know Abigail Field from the viral clips of her personalised handshake with LeBron James. Not a bad way to be known!

At Victory Lap, you'll get to know the real Abigail, in her role as Lakers' Team Photographer and Digital Asset Archivist. We're excited to welcome Abigail to Brisbane this July, where she'll share what it's like travelling as part of the inner circle of one of the world's most iconic sporting franchises. From day-to-day access to the stories behind her favourite shots, Abigail will unpack the work and stories behind some of the most viewed content in sports.

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.

From finance intern to award-winning TikTok content manager!

We welcome Michael Meek, Social Media Content Manager for the One New Zealand Warriors, to Victory Lap 2026. Hot on the heels of winning a coveted TikTok sports award, Michael will be presenting his unique insights into growing social channels with contemporary content, understanding modern audiences, and turning creative ideas into measurable impact as he breaks down the award-winning examples of the NZ Warriors social content work.

Australia is in the "Golden Decade" of sport with more international tournaments on our doorstep than we could possibly know what to do with. But when the whole world is looking at us, Lavender Baj says it's increasingly apparent that Australia is living in the past when it comes to sports media.

“The marriage of creators and traditional media is par for the course in the US, UK and much of Europe, so why has it taken so long for Australians to catch up!?” says Baj.

In this talk Lavender unpacks what is working so well overseas, what we get so wrong in Australia and, most importantly, how we can fix it so we don't waste the Golden Decade of sport that may never happen again in our lifetime.

What started as a joke between a few mates in the summer of 2009: a dress-up tribute to Aussie legend Richie Benaud, has grown into one of the country's most iconic sports fan groups, with record numbers of cricket fans now donning beige suits, grey wigs and microphones. Michael Hennessy joins us on the Victory Lap stage to share the joy-filled story of 'The Richies' fan movement, and present the key ingredients for authentic fan engagement

As a Senior Lecturer at Auckland University of Technology, Dr. Sarah Wymer, brings a wealth of knowledge, data and sports digital and social insights to Victory Lap.

Many sports organisations still judge success through short-term metrics such as views, reach, engagement, and follower growth. Digital is still seen as a promotional add-on rather than a strategic function.

In this session, Sarah will uncover the tension that’s reshaping the digital strategies of teams and leagues as she unpacks how varied organisations are structured, resourced, and expected to deliver value. Sarah will do so, while drawing on AUT’s latest findings in the ‘State of Sport & Social’ data.