How the Formula 1 revolutionised its digital experience for greater fan engagement, and how a brand refresh changed peoples’ perception of golf are the latest sessions officially confirmed for Mumbrella’s Sports Marketing Summit 2024.
Set to be held at the Australian Turf Club’s Royal Randwick Ballroom on September 19, the annual event’s latest talks stand alongside two sessions already locked in for delegates to be inspired by.
‘The Race to Sell Out – How the F1 Supercharged its Digital Experience to Engage Fans’ is a deep dive into how the Australian Grand Prix and design agency, WONGDOODY, broadened racing’s appeal to reach a wider range of fans.
From covering out-of-the-box digital solutions to carefully crafted off-track fan experiences, the session will provide delegates with the full picture of how F1 successfully innovated itself, along with offering tips on how they can bolster their own fan engagement strategies. Fundamental fan principles and emerging technologies and trends will also be explored.
ADVERTISEMENT
(L-R): Joel Mackenzie, James Noble
Joel Mackenzie, the Australian Grand Prix Corporation’s division manager – digital, and James Noble, WONGDOODY’s chief experience officer for the APAC region, will be delivering the session.
But motor racing isn’t the only sport that has gone on an evolutionary journey.
‘The Big Swing: Changing Brand and Perceptions to Grow Golf ‘ is set to be a case study in how a sport like golf – one stereotypically seen as the past time of a select few – is attracting a legion of players across the nation, regardless of age and background.
Using the Australian Golf Strategy as a foundation for their session, Golf Australia/PGA’s general manager, public affairs and marketing, Josh Marton, and FutureBrand’s head of strategy, Victoria Berry, will lay out the research, strategies and thinking that went into transforming golf’s design, brand architecture and strategy, and language, ultimately making it a timeless game that can appeal to anyone.
(L-R): Josh Marton, Victoria Berry
And with the insights that Marton and Berry are sure to drop, the talk is a must-attend event for sports marketers eager to facilitate full-scale brand transformations.
Nine has been confirmed as the presenting partner immediately following the Olympics in Paris later this month. Meanwhile, Shout Collective will deliver a session on sport podcasting for brands at the 2024 Sport Marketing Summit, promising to bring insightful perspectives to the event.
Tickets for the Sports Marketing Summit are still available for purchase. Early bird prices close on August 9.
Subscribe to the daily newsletter
