Join ESA and MKTG Sports + Entertainment for an exploration of how AI is influencing society and culture, and what that means for the future of fandom.
We will reveal not just what AI can do, but why human creativity and curation remain at the heart of lasting cultural impact.
Kevin Farrar, Head of Sport Partnerships at IBM EMEA, will join Cortex Managing Director Hugo Sharman and Amar Singh, Senior Vice President, Content & Creative at MKTG Sports + Entertainment, will form part of an expert panel.
The discussion will kick off with insights presented by Amy Painter, Insights Manager at dentsu Sports Analytics, and the panel will be moderated by Lauren Webb, Business Director, New Business & Marketing.
Event timings
15:00-15:30 arrivals, networking, refreshments
15:30-16:30 session
16:30-17:30 additional networking
Kevin Farrar
Head of Sport Partnerships, IBM EMEA
Kevin is Head of Sport Partnerships EMEA, IBM Partnership Executive to the All England Lawn Tennis Club, and IBM Client Experience Executive for Scuderia Ferrari. He leads IBM’s partnership with the AELTC (Wimbledon), with overall responsibility for managing the client relationship across all the services that IBM provides as the Official Technology Partner of The Championships, as well as the year-round IBM Marketing and Innovation programme for the partnership.
Amy Painter
Insights Manager, dentsu Sports Analytics
Amy specialises in audience strategy, market research and data-led storytelling. She helps brands and rights holders unlock a deeper understanding of their fans by transforming complex data into actionable insights that optimise strategy and engagement. Her client experience includes UEFA, Sage and PwC.
Hugo Sharman
Managing Director, Cortex
Hugo has over 20 years’ leadership experience in global sports media and digital services, launching record-breaking products including the London 2012 Olympics apps. Formerly Chief Strategy Officer and CEO at StreamAMG and SVP Commercial at Deltatre, he now spearheads Cortex in this next phase of its growth as the leading fan data platform in sports.
Amar Singh
Senior Vice-President, Content & Creative, MKTG Sports + Entertainment
Amar specialises in developing the content and creative strategy for global brands to bring to life their partnerships in sport. He works closely with brands such as Cadbury, FedEx, Vodafone and Ketel One Vodka, helping them cut through and achieve their sponsorship objectives. Amar’s previous roles include Head of Football Strategy at Budweiser, where he built a creative and social platform for the brand’s partnerships including with the Premier League, LaLiga and Lionel Messi. Prior to that, as Head of Content at West Ham United, Amar led a multiplatform team and helped the Premier League club achieve record content views and grow its global fanbase.
Lauren Webb
Business Director, New Business & Marketing, dentsu Sports International
Lauren has over 10 years’ experience across the Sport and Entertainment sectors, working with rights holders, brands and agencies of all sizes. She began her career in insights and analytics, holding roles at YouGov Sport and Kantar Worldpanel before joining dentsu Sports International where she covers the full range of DSI’s capabilities as Business Director. Lauren’s work focuses on understanding stakeholder objectives across the sponsorship cycle and helping shape strategies that deliver against them.
The webinar recording is available exclusively to ESA members in our website event resources.
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