Sport NXT

14/03/2025

This morning we had the pleasure of hosting two fantastic groups for behind-the-scenes site visits of Melbourne’s top infrastructure.

The first group toured the iconic Melbourne Cricket Ground (MCG), home to the AFL and the cricket, while the second group explored John Cain Arena, located in the heart of Melbourne Park. Both groups then came together for a guided tour of Formula 1 Louis Vuitton Australian Grand Prix, before enjoying the afternoon at the track.

A huge thank you to the , .park and for hosting us and sharing their insights.

It was the perfect way to wrap up SportNXT 2025!

13/03/2025

Hosted by Eddie McGuire AM, Co-Founder of SportNXT, Day 2 concluded with a keynote from Gerrit Meier, Head of International, National Football League (NFL) who was joined by Brendan McClements, CEO of Visit Victoria.

Gerrit Meier opened the discussion by emphasising the league’s commitment to international growth, the decision to double its overseas games from four to eight, and the growing excitement for the sport in Australia. As the NFL expands its global footprint, Melbourne emerged as a natural next step - a city with a deep passion for sport and the infrastructure to match.

Brendan McClements also highlighted Melbourne’s determination to secure the NFL game, stating, “we were ambitious from the start.” He emphasised that the city approached discussions ready to meet the moment, showcasing its world-class stadiums, economic potential, and the ability to deliver an unforgettable experience for both players and fans. With the MCG’s capacity to host 100,000 spectators, Melbourne is set to demonstrate why it is a premier destination for global sporting events.

13/03/2025

13/03/2025

The future of global events is changing, and Tracey Holmes, Host & Executive Producer, The Sports Ambassador, led a discussion on how cities, sports, and governments must rethink their approach to delivering major competitions. Tracey was joined by François-Xavier Bonnaillie, Chief Commercial Officer, Brisbane 2032 Organising Committee, James Johnson, CEO Football Australia, Craig Tiley, CEO of Tennis Australia and Hon. Anika Wells, MP, Minister for Sport, Australian Government.

With Brisbane 2032 on the horizon, François-Xavier highlighted the unique challenge of hosting the Games in a smaller city, requiring innovation and strong partnerships to deliver a sustainable event model. Hon Anika Wells reinforced that beyond the Games themselves, investment must create lasting benefits across Australia, ensuring infrastructure and funding decisions support long-term national growth.

James Johnson, spoke about the challenge of keeping younger audiences engaged, particularly when major tournaments operate in difficult time zones.

Craig Tiley, pointed to Paris 2024 as a model for seamless city integration, where the city was part of the whole event, and highlights that for future events a complete integration must happen.

With major events facing financial, technological, and audience-driven pressures, the panel concluded that success will rely on innovation, sustainability, and engagement to ensure these events remain commercially viable, globally competitive, and meaningful for the next generation.

13/03/2025

The (Women’s National Basketball Association) is growing like never before. Cathy Engelbert, WNBA Commissioner, described it as “the fastest-growing brand - not just in sports, but across all industries.” With expanded broadcast deals, global expansion, and rising Gen Z engagement, the league is building a model for sustained success.

But growth comes with challenges. Engelbert acknowledged the unique pressures female athletes face, including online abuse and security concerns. The WNBA is investing in mental health support, player protection, and innovative partnerships to ensure its athletes and the game continue to thrive.

13/03/2025

Glenn Lovett, CEO & Global MD of , hosted a discussion with James Rushton, Co-Founder of DAZN, Hamish Turner, Director of & Programming at Nine, and Kylie Watson-Wheeler, SVP & Managing Director of The Walt Disney Company ANZ, on how shifting viewer habits and new technologies are reshaping the way we watch sport and why the industry must adapt.

With shifting viewer habits and the rise of streaming, sports are no longer just about live broadcasts - they’re about global reach, digital engagement, and cultural connection. 
Kylie Watson-Wheeler pointed out that younger audiences aren’t just watching games, they’re engaging with the culture around the sport.

New platforms and personalities are redefining fan engagement. Bryson DeChambeau’s YouTube content has helped LIV Golf reach new audiences, while Minecraft and Roblox are emerging as unexpected spaces for sports content. The future of sports media will be shaped by how well organisations connect with younger generations through the platforms and voices they trust.

12/03/2025

Rob Manfred, Commissioner of Major League Baseball (MLB), joined virtually from the US for a discussion with Eddie McGuire, Co-Founder of SportNXT, on how the league is evolving to remain relevant for a new generation while preserving its legacy.

The conversation focused on MLB’s evolution to stay relevant for a new generation of fans, balancing tradition with innovation. Rob Manfred highlighted key rule changes aimed at improving game pace and action, the league’s global expansion efforts in countries like Korea and Japan, and the role of technology in fan engagement, from digital broadcasting to youth participation initiatives.

These insights were powered by our Government Partner Victoria State Government.

12/03/2025

Sport is changing, and standing still is not an option.

Industry leaders discussed the challenges facing sports organisations and the need to evolve.

Ed Sanders, CCO at Cricket Australia emphasised that tradition and innovation must be balanced, adding, “you’ve got to break some eggshells to push it forward. Otherwise, it’ll happen to you, not with you.”

Kylie Rogers, CEO at Victoria Racing Club, highlighted the rapid rise of women’s sport, calling it a wave of momentum that Australia should be proud of. She pointed out that horse racing is one of the few sports where men and women compete under the same conditions for equal prize money.

Jason Griffiths, VP, Partnerships at Los Angeles Rams, spoke about the future of fan engagement, noting that sports must shift away from traditional models and embrace hyper-personalised interactions to stay relevant.

The message was clear - sport cannot rely on what worked in the past. Innovation, inclusivity, and adaptability will define the future.

12/03/2025

The conversation made one thing clear: the future of sports sponsorships is changing.

Roddy Campbell, Director Partnerships & International Business, Tennis Australia, pointed to the rise of brand, creator, and platform collaborations, with 77% of CMOs seeing this as the next big shift in marketing. Despite this evolution, traditional media remains strong, with 75% of Tennis Australia’s audience still watching on linear broadcast, though new engagement strategies like AO Adventure in Roblox are gaining traction.

Fiona Harold, CEO, World Netball, highlighted the challenge for smaller sports, where balancing visibility and revenue is increasingly difficult. Securing meaningful partnerships requires moving beyond transactional deals to deeper collaborations that drive long-term growth. With the 2027 Netball World Cup approaching, the focus is on building a content strategy that appeals to both Gen Z and traditional audiences.

Dr. Minh Tran, VP APAC Partner Services Marketing, VISA, reinforced that sponsorships must go beyond exposure, creating immersive fan experiences. Looking ahead, AI and personalisation will redefine engagement, allowing brands to tailor experiences based on location, interests, and behaviour.
As he put it, “The future is about tailored engagement.” With new opportunities and challenges ahead, the next decade will shape how brands, sports, and audiences connect like never before.

12/03/2025

“The game is in incredible shape.” – Andrew Dillon, CEO

Dillon and Eddie McGuire discussed the AFL’s momentum, investment in community football, and future opportunities.
Dillon highlighted the following key areas shaping the future of the game:

▪️Record-breaking engagement – Over 400 million hours of AFL were watched in 2024, 40 percent more than any other sport in Australia. Fans are consuming content in new ways, from full matches to short-form highlights.
▪️Investing in community football – The AFL is directing 10 percent of its revenue into community footy, driving record participation and strengthening the game’s foundation.
▪️Looking beyond Australia – While local growth remains the priority, expansion into the United States and India is on the radar.
▪️Sport and entertainment are converging – The Taylor Swift effect in the NFL shows how cultural moments attract new audiences. Dillon reinforced the importance of accessibility and diverse entry points to AFL.
▪️Collaboration with the NFL – From head injury research to international player pathways, Dillon sees value in closer ties between the leagues.
▪️Tasmania’s AFL future – The league is committed to ensuring the new Tasmanian team is competitive, with its stadium set to be a multi-purpose venue driving economic growth.

12/03/2025

CEO of Sports at JioStar, Sanjog Gupta, opened his keynote addressing the shifting landscape of cricket in India: “Cricket was no longer seeming to be the young Indian’s favourite pastime.”

With younger audiences turning to other sports and media fragmentation shifting viewing habits, cricket had to evolve. Gupta shared how the sport adapted to re-engage fans and drive long-term growth:

* Rebuilding fandom – Cricket embraced differentiated content strategies, from the Virat Kohli animated series to elevating players from heroes to icons.
* Scalability through technology – Streaming capacity skyrocketed from 5 million concurrent viewers in 2015 to 50 million today.
* The 4I’s: Inclusive, Intuitive, Interactive, Immersive – AI-driven innovations like real-time translations and virtual broadcasting revolutionised fan engagement.

“There is no room to stand still…” Gupta reinforced, highlighting that the future of sport lies in actively shaping fandom, not just serving existing fans.

12/03/2025

The State of Capital panel explored the shifting landscape of sports investment and the future of media rights.

Moderated by Katie McNamara (Ernst & Young), PKSV Sagar (GMR Sports), Danny Townsend (SURJ Sports Investment), and Andrew Croker (Oakwell Sports Advisory), the discussion highlighted key trends shaping the business of sport.

▪️India and the Middle East lead in sports investment – McNamara noted both regions are aggressively expanding their commercial sports ecosystems.
▪️Capital follows innovation – Townsend stated, “We’re not looking at putting our capital to work in sports that aren’t willing to change.”
▪️Cricket’s evolution as a blueprint – Croker pointed to World Series Cricket, the IPL, and The Hundred as examples of how the sport has created value through disruption.
▪️Media rights under pressure – Townsend highlighted that while tier one sports will continue to thrive, tier two sports must rethink their revenue strategies to stay competitive.
▪️Growth in India – Sagar reinforced GMR’s commitment to expanding sport beyond cricket across the country.

The future of sports investment belongs to those willing to evolve.