Join us for a session that will explore Sky Media’s unique combination of unrivalled live rights, innovation and multi-platform storytelling across Sky Sports and TNT Sports helps brands build stronger emotional connections, deeper engagement and greater commercial impact.
Whether you attend this event in London or join online, you will discover why storytelling is the key to transforming rights into deeper connections with fans.
An expert panel will feature Chris Hedderman, Marketing and Product Director at adidas Golf Europe, and Inci Mehmet, who plays multiple roles as presenter, commentator and analyst at Sky Sports Golf.
The panel discussion will be chaired by David Shore, Head of Business Development at Sky Media, whose Head of Activation Dan Morrissey will speak alongside Helen Foster, Head of Commercial Partnerships at Sky Sports.
Synopsis
Everyone understands the power of live sport. It delivers the moments that can bring a nation together, that command attention, that can make your week or ruin your year.
Through an unrivalled portfolio of rights across Sky Sports and TNT Sports, Sky Media helps brands connect with fans through the biggest moments and stories in sport.
But in today’s sports landscape, live is only the starting point.
Sky Media combine the power of live sport with constant innovation, fan insight and world-class storytelling to turn sporting moments into lasting fandom. Through the broadcast coverage, expert analysis, digital content, social platforms, podcasts and documentaries created by Sky Sports and TNT Sports, they help create deeper, richer and longer-lasting connections between fans and the sports they love.
For brands, this represents a unique opportunity. While rights may allow access to audiences, it’s storytelling that creates meaningful engagement. By partnering with Sky Media, brands can move beyond visibility and become part of the narratives, conversations and cultural moments that fans actively follow, share and remember. Their unique ecosystem enables partners to connect with fans not just during the live event, but throughout the entire journey, from anticipation and build-up, to live action, to analysis, debate and long-form storytelling.
Rights allow access. Live creates attention. Innovation deepens engagement. Storytelling builds fandom.
What you will take away
- How to maximise the value of sports rights through storytelling.
- Why the strongest sports partnerships become part of the story, not just the sponsorship.
- How Sky Media helps brands turn attention into connection, connection into fandom and fandom into commercial impact.
How to attend
- Please note that all ESA Members and guests of Sky Media are permitted free entry to this event, with tickets priced at £50 (+ fees) for ESA Associates, and £75 (+ fees) for others
- The content can also be accessed via livestream, free for ESA Members and with a £15 (€17) charge for all others. The stream begins at 09:00 BST / 10:00 CEST
- Please click BOOK NOW on this page and select your preferred option.
Speaker profiles
Chris Hedderman
Marketing and Product Director, adidas Golf Europe
Chris draws on a diverse career that spans both the playing and commercial sides of the sport. He began as a PGA-qualified golf professional, coaching the game at a high level before moving into corporate event management. He then built expertise across trade, sport, and content marketing at TaylorMade-adidas Golf, and now leads a talented team across adidas Golf Europe, overseeing brand strategy, product marketing, and high-profile partnerships, including Sky Sports Golf, Solheim Cup, AIG Women’s Open and Ladies European Tour.
Inci Mehmet
Presenter & Analyst, Sky Sports Golf
Inci is one of the modern voices of golf, combining the experience of a former touring professional to her role as a leading broadcaster. As a key member of the Sky Sports Golf team, she covers some of the sport’s biggest events, combining expert insight with a genuine passion for the game and its continued evolution. Beyond broadcasting, Inci is an ambassador for global golf brands adidas and Callaway, collaborating on campaigns, product launches and content alongside some of the biggest names in the sport.
David Shore
Head of Business Development at Sky Media
David heads up Sky’s advertising sales division having been part of Sky for more than three decades. Having started his career in commercial spot sales, David went on to join Sky’s newly created Sponsorship team, helping to shape an area that has evolved significantly alongside the growth of Sky itself. Today, David works across Sky Media’s extensive sports portfolio, bringing together brands, agencies and rights holders to create impactful partnerships that connect brands with fans through the power of sport.
