MELBOURNE, 18 March 2026
The AI in Sport Summit — the only event in Australia dedicated entirely to the practical application of artificial intelligence across the sports industry — will be held at Marvel Stadium, Melbourne, on 13 May 2026.
Produced by NSC Events in partnership with SportsCloud Australia, the one-day summit is designed for sport executives, technology leaders and event operators who need to move beyond experimentation and build real AI capability within their organisations. With 12 sessions and more than 25 industry experts, the program goes beyond headlines and hype to address the governance, data infrastructure, commercial strategy and operational questions that matter most.
Why This Summit, Why Now
Artificial intelligence is reshaping every corner of the sports industry at speed — from athlete performance and fan engagement to event operations and commercial strategy. Yet while many organisations are experimenting with AI tools, far fewer have developed the capability, governance frameworks and operating models needed to deploy them confidently at scale.
The AI in Sport Summit was created to close that gap.
AI isn’t just another technology cycle, it’s a fundamental accelerator for how sport is marketed, experienced and grown. We’re already seeing AI compress the distance between insight and action; organisations that embrace it are generating richer fan connections, sharper commercial propositions and more creative campaigns than were possible even two years ago. The summit exists because the pace of change demands a space where leaders can share what’s working and move faster together.
Program Highlights
The Summit opens with Sarah Carney, National Chief Technology Officer for Microsoft ANZ, who will set the strategic context for responsible AI adoption at scale — addressing governance frameworks, organisational capability and the practical steps organisations must take to move from pilot to production.
Sessions will then examine how AI is transforming some of the world’s most iconic sporting events. Leaders from the Australian Open and the Melbourne Cup Carnival will discuss how AI is managing crowd flows, personalising fan experiences, optimising venue operations and unlocking new commercial revenue.
A high-profile panel featuring Football Australia, Cricket Australia and the South Sydney Rabbitohs will examine how national and club organisations are using AI to deepen fan relationships and convert engagement into sustainable revenue. IBM and Deloitte Australia will lead dedicated sessions on AI implementation strategy and responsible AI governance frameworks looking at examples such as Wimbledon, Ferrari and the IOC.
Athlete Brands, Ethics and the Human Dimension
The Summit also addresses the human side of AI in sport. Maurits Hendriks, President of the SportAI Foundation and former technical director of the Dutch Olympic high-performance system, will outline what a human-centred AI future for sport must look like — covering athlete data rights, integrity and competitive fairness.
A dedicated session featuring VIPBallers Executive Chairman Bruce Rosengarten, The Athlete Brand Builder founder Vickie Saunders and Paracanoe athlete Kirsty Maiden will examine how AI tools are enabling athletes at all levels to build global personal brands, connect directly with fans and develop new income streams well beyond competition.
Growing the Game at Every Level
The potential here extends well beyond elite sport. AI gives community clubs, regional competitions and emerging leagues tools that were previously available only to the biggest organisations — audience intelligence, automated content, personalised engagement and smarter commercial decisions. That levels the playing field in the best possible way. We believe AI will be one of the most significant drivers of sport business growth in the next decade, from grassroots to global events.
The conversation around AI in sport has moved well beyond curiosity - it’s now about capability. This Summit is about creating a practical environment where leaders can learn from each other, build confidence and take the next step in applying AI within their organisations.
Key Speakers Include
- Sarah Carney — National CTO, Microsoft ANZ
- Maurits Hendriks — President, SportAI Foundation
- Leaders from the AFL, NRL, Tennis Australia, Cricket Australia, Football Australia, Victorian Racing Club
- Representatives from the Australian Open and the Melbourne Cup Carnival
- Executives from IBM, Deloitte Australia and South Sydney Rabbitohs
- Bruce Rosengarten (VIPBallers), Vickie Saunders (The Athlete Brand Builder), Kirsty Maiden (Para Canoe athlete)
About the Summit
The AI in Sport Summit is produced by NSC Events in partnership with Sports Cloud Australia. The Summit is the only event in Australia dedicated entirely to the practical application of AI across the sports industry, bringing together decision-makers from sport organisations, technology companies and global events.
Date: Wednesday 13 May 2026
Venue: Marvel Stadium, Melbourne, Victoria
Format: One-day summit | 12 sessions | 25+ speakers
Media Enquiries
For press accreditation, speaker interviews or further information:
NSC Events | Anthony Reed, General Manager
anthonyr@smartconnection.net.au or (03) 9421 0133.