Most brands show up to sports moments, but how do you show up for sports communities? In this session, Sport by Global will share how it has built influence with sports communities by aligning with the passion points that matter to fans - from Team GB and the pride of a nation, to F1 fandom with the launch of Up to Speed, and football culture via The Overlap.

You'll learn:

• How we earned the right to be part of the conversation - not just sponsors of it - and how brands can do the same
• The role of talent, content and community in building authentic and credible sports communities
• How we launched Up to Speed (+ a special video message from the hosts!)
• What’s next for us, including our 2028 Olympics plans