One-day event brings together 25+ leaders from Microsoft, Tennis Australia, Cricket Australia, the AFL, NRL, Wimbledon and the Australian Open to address AI’s most pressing opportunities and challenges across the sport sector
13 May 2026
Marvel stadium, Melbourne
PERFORMANCE INTELLIGENCE
ORGANISATIONAL TRANSFORMATION
COMMERCIAL GROWTH
DIGITAL MARKETING
Presented by
The power of AI in sport
Join us for our second year at Marvel Stadium, as the industry’s brightest minds and most innovative organisations come together once again to accelerate digital transformation in sport.
The AI In Sport Summit expands with four powerful themes shaping the next era of sport business:
Performance Intelligence. Organisational Transformation. Commercial Growth. Digital Marketing.
With real-world case studies, dynamic panels, forward-thinking insights, and practical frameworks, the AI in Sport Summit gives you the knowledge and capability to put AI to work in your organisation. Whether you’re leading strategy, driving commercial growth, shaping performance systems, or elevating digital engagement, this is where sport professionals come to build the AI skills and confidence needed to future-proof their business in an increasingly competitive landscape.
The Digital Sports Revolution
Join us at Marvel Stadium in Melbourne, in one of the world’s ‘smart’ sporting stadiums, where the brightest minds and foremost organisations will converge to explore critical themes shaping the future of the industry. From disruptive innovation and gamification to digital athlete branding and fan data monetisation strategies, the summit will cover it all. Dive into discussions on data intelligence, generative AI, and the burgeoning field of metaverse esports and gaming competitions. Whether you’re a seasoned sport business professional, a manager or marketeer eager to understand the digital sport business landscape, DSBS is your gateway to staying ahead of the curve and unlocking new opportunities in the ever-evolving sports ecosystem.
Four Essential Themes for Every Sport Organisation
Performance Intelligence
Where human performance meets machine intelligence. Explore how AI is transforming talent ID, coaching and training design, injury risk, opponent analysis and mental wellbeing – turning raw data into competitive advantage. Coaches, performance directors and analysts will see how to integrate the latest AI tools without losing the art of coaching or athlete trust.
Digital Marketing
How is AI rewiring fan engagement and membership revenue in sport? We’ll dive into AI-powered targeting, content creation, and personalisation that actually converts – from smarter partnership activations and ticketing campaigns to automated, always-on fan journeys. Expect practical case studies, live demos and playbooks you can take straight back to your club, league or brand team.
Organisational Transformation
Winning with AI isn’t about tools, it’s about culture. Look at how sport organisations – from high-performance institutes to clubs and NSO’s to SSA’s – are reshaping structures, workflows and decision-making to become truly digital-first. Learn how to build AI-fluency across your workforce, govern data responsibly and lead change without breaking your people or budget.
Commercial Growth
AI is evolving the sport business model. Understand how rights holders, venues, agencies and brands are using AI to unlock new inventory, dynamic pricing, smarter partnerships and data-driven products. Walk away with concrete ideas for net new revenue streams, stronger sponsor ROI and commercial strategies built for the next decade, not the last one.
Hear from the game-changers
The Summit brings together key players driving innovation across the sporting landscape, alongside global technology leaders, cutting-edge innovators, and strategic industry powerhouses. This is where the real conversations happen, not theory, not hype, but practical insights from those actively deploying AI across elite performance systems, digital marketing, data strategy and commercial operations.
About the speakers
At the AI in Sport Summit, keynote sessions, dynamic expert panels, and onstage interviews will provide a platform for organisations to share their innovative approaches to leveraging AI and digital trends in sport.
Bruce rosengarten
Executive Chairman
VIPBallers
Sarah Carney
National CTO
Microsoft ANZ
maurits hendriks
President
SportAI Foundation
Vickie Saunders
Founder
The Athlete Brand Builder
HAns westerbeek
Professor of International Sport Business, Victoria University
Ben Clink
Head of Customer & Digital
South Sydney Rabbitohs
Brent Sheldrake
Regional Partnerships Manager – Northern, Sport New Zealand
Daniel Lee
Digital Marketing Specialist
Sports Cloud Australia
Greg Pell
Group Product Manager
Cricket Australia
Alan Sharvin
Chief Technology Officer
Tennis Australia
Paul Bonacci
Head of Digital and Content
Victorian Racing Club
Michelle Pain
Chief Sport Psychology Officer
PokketCoach
Kirsty Maiden
Elite Athlete
Para Canoe
Paul Meltz
Head of Creative, Content & Broadcast, Football Australia
Brian Bull
Chief Data Scientist
Crowd Reader
REGISTRATION
1 Ticket
$
800
each
- Full day of conference sessions
- National and International speakers
- Morning tea, Lunch, Afternoon tea
2 Tickets
$
775
each
- Full day of conference sessions
- National and International speakers
- Morning tea, Lunch, Afternoon tea
3 Tickets
$
750
each
- Full day of conference sessions
- National and International speakers
- Morning tea, Lunch, Afternoon tea
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Contact
For more information please contact events@smartconnection.net.au or Anthony Reed on +61 438 927 589