The World VR in Sport Summit has been designed following a 12 month research process with the leading stake holders across world sport, alongside continual review from our Advisory Board.
DAY1 - MONETIZATION STRATEGY, FAN ENGAGEMENT, BIG DATA, ELITE PERFORMANCE, LIVE STREAMING, GAMING & TECH INNOVATION
How Immersive Technologies Are Revolutionizing Commercialization Strategy, Elite Sports Performance, Fan Engagement & Audience Reach For Sports Content Owners And Broadcasters

08.00 Registration, Tea & Coffee

08.50 Chair's Opening Remarks
KEYNOTE PRESENTATION: A VIRTUAL FUTURE?

09.00 How Immersive Technology Can Revolutionize How We Produce, Consume And Create Experiences To Succeed Competitively And Commercially In Elite Sport

  • Explaining the technology, the innovations taking place and how these will challenge the status quo

  • Understanding what is possible, how long it will take, and which technologies will come out on top

  • What new paradigms will emerge and how we should plan to lead the change


  • 09.30 Question & Answer Session

    CONTENT OWNERS
    UNDERSTANDING HOW SPORTS TEAMS, LEAGUES, ASSOCIATIONS & ATHLETES CAN USE IMMERSIVE TECHNOLOGY TO MONETIZE CONTENT, INCREASE FAN ENGAGEMENT AND IMPROVE PERFORMANCE

    Whilst the majority of content owners are interested in exploring VR, a lack of tried and tested use cases of how it could be used in practice and monetized has provided a conceptual hurdle to getting started. It is the responsibility of VR providers to demonstrate to sports content owners what is possible and most relevant for their business and performance goals. Equally, it is critically important for content owners to collaborate, share best practice and devise collective strategies.

    MONETIZATION STRATEGY
    HOW TO SET UP EFFECTIVE COMMERCIAL MODELS TO REALIZE AND OPTIMIZE VR POTENTIAL

    PANEL DISCUSSION:

    09.40 Monetization Strategies: How Immersive Technology Can Diversify Income Streams And Develop New Ways To Work With Sponsors And Merchandisers

  • What monetization models are content owners testing today? (Live Streaming / Subscription / Partnership...)

  • Why we should think of Virtual Reality assets in the same way we would a website or social media channel

  • Are Live Events still the focal point of monetization strategy? What innovations are taking place?


  • 10.10 Question & Answer Session

    Wes Engram, Vice President Corporate Partnerships, New York Mets

    Robert G. Alberino Jr, Vice President / Executive Producer, San Francisco 49ers

    William Deng, Director Media Strategy & Business Development, NFL

    Brian Killingsworth, Former Chief Marketing Officer, Tampa Bay Buccaneers

    10.20 Morning Refreshments In The Networking Exhibition Area

    FAN ENGAGEMENT
    UNDERSTANDING HOW TO ATTAIN AND LEVERAGE DATA TO OPTIMIZE VIRTUAL EXPERIENCES TO IMPROVE ENGAGEMENT AND REACH

    10.50 How To Apply Immersive Tech To Build, Develop & Sustain Stronger Connections With Fans To Expand Reach In An Increasingly Globalised Sporting Market

  • Innovative approaches to engage (and monetize) remote fans who can rarely attend a match/race/event

  • How to create and build public interest and participation, particularly among the younger demographics to secure future fans and participants

  • How athletes are using immersive technology as part of digital channels and social media to build their own brand and audience


  • 11.20 Question & Answer Session

    Meg Ryan, Vice President Marketing Strategy, Atlanta Hawks & Philips Arena

    PANEL DISCUSSION:

    BIG DATA & THE INTERNET OF THINGS – UNDERSTANDING THE VIRTUAL FAN EXPERIENCE

    11.30 How To Use Big Data And The Internet Of Things To Create Unique Immersive Fan Experiences During Live Sports Events

  • Identifying how to understand the type of experiences fans want and the most effective ways to create and execute them

  • Outlining how effective digital transformation and the ‘Internet of Things’ is essential for optimized VR Roll-Out

  • How to realise huge commercial potential in both live and non live sporting scenarios through understanding individual fan experiences

  • The importance of creating great content to use immersive technology as a storytelling device


  • 12.00 Question & Answer Session

    David Young, Vice President of Operations / General Manager, Seattle Seahawks / CenturyLink Field

    Doug Tatum, Executive Director Digital Media, New Orleans Pelicans & New Orleans Saints

    Aaron Lane, Director of Digital & New Media, Atlanta Hawks

    Michael Downey, Director Sports Technology Engineering, Microsoft

    TECHNOLOGY UPDATE

    12.10 What Are The Current And Emerging Technologies: Is The Technology Capable Of Delivering Upon Content Demands And Requirements?

  • What are the latest technological innovations?

  • Is entry level 360 & VR Video the answer?

  • What are the major hardware manufacturers doing to reduce cost and increase roll-out across higher end VR Experiences? (Samsung Gear / Oculus etc.)


  • 12.30 Question & Answer Session

    12.40 Monetizing The Fan Experience: Using Immersive Experiences Connect Fans To Team Sponsors
    Morgan Drake, CEO & Co-Founder, FanBoard

    12.50 Lunch In The Networking Exhibition Area

    ELITE SPORTS PERFORMANCE
    HOW TO USE VIRTUAL ENVIRONMENTS TO CREATE WORLD CLASS PERFORMANCE SYSTEMS

    13.50 How Simulated Physical Environments Provide Athletes With Unique Opportunities To Develop Critical Muscle Memory In High Pressure Sporting Situations

  • Examining how immersive reality can create off-feet training programs to produce high performance athletes with greatly improved mental agility

  • How athlete profiling can revolutionize talent identification, cross-sport potential and elite performance pathways

  • How VR can drastically reduce the Return to Play process and improve time required to become ‘Game-Ready’


  • 14.20 Question & Answer Session

    Mounir Zok, Director of Technology & Innovation, US Olympic Committee

    CASE STUDY:

    14.30 Understanding The Philosophy, Hypotheses And Long-Term Approach To Implementing Virtual Reality In German Football

  • How cognitive ability and improved decision making can create a performance edge

  • The role of technology and innovation in driving German football performance to the next level across all levels

  • Three tier strategy to improve long-term athletic success, evolve brand identity and create scientific proof for commercialisation


  • Nicolas Jungkind, Head of Technology Lab, DFB (German Football Association)

    PANEL CONVERSATION

    14.50 How Do We Connect On-Field Performance Innovations And Immersive Technology With Marketing, Brand & Commercial Campaigns?

    15.20 Question & Answer Session

    Nicolas Jungkind, Head of Technology Lab, DFB (German Football Association)

    15.30 Afternoon Refreshments In The Networking Exhibition Area

    BROADCASTERS
    HOW VIRTUAL REALITY & LIVE STREAMING ENABLES TRADITIONAL BROADCASTERS & DIGITAL PLATFORMS TO MAXIMISE AUDIENCE REACH, ENGAGEMENT AND PROFIT IN THE CURRENT DIGITAL LANDSCAPE

    After the fallout from 3D TV, many broadcasters remain sceptical about introducing new technology such as VR, particularly whilst the user headsets remain more bulky. Moreover, primary investment has been focused on introducing 4K and UHD with VR being approached through strategic investments or experimental projects.

    VR & LIVE STREAMING
    IDENTIFYING THE OPTIMAL LIVE STREAM OPTIONS AND HOW VIRTUAL REALITY CAN ENHANCE THE LIVE SPORTS EXPERIENCE

    CASE STUDY:

    16.00 How The PGA Tour Used Live VR & 360 Video To Create A Mass Reach And Younger Audience

    Sloane Kelley, Senior Director of Content, PGA TOUR

    PANEL DISCUSSION

    16.20 Analyzing The Different VR Live Streaming Options To Determine The Scope For a Multiple-Use Approach Or If One Will Become Dominant And Win Out

  • Analyzing the VR Live Stream options (Pure VR Video, Hybrid Video and Virtual Environment, Full Virtual Environment)

  • Understanding how to match VR streaming option with sports where the technology can handle the action

  • Outlining the risks of turning consumers off with sub-optimal experiences and how this could prevent full potential from ever being realised


  • 16.50 Question & Answer Session

    Scott Gutterman, Vice President Digital Operations, PGA TOUR
    William Deng, Director Media Strategy & Business Development, NFL
    Mike Downey, Director of Sports Technology, Microsoft

    CASE STUDY:
    17.00 How FIFA Are Using Immersive Technology & The Latest Innovations To Improve Officiating, Performance And Fan Engagement

    Johannes Holzmuller, Head of Football Technology & Innovation, FIFA

    PANEL DISCUSSION: VIRTUAL REALITY & THE LIVE SPORTS EXPERIENCE

    17.20 Can Virtual Reality Enhance The Live Sports Experience?

  • Is it possible to replicate to social component of watching live sport when you’re in a VR headset?

  • How will this programming sit alongside existing TV and digital content?

  • How will it integrate and add to the other ancillary content around the live event (e.g. commentary, stats, highlights etc.)


  • 17.50 Question & Answer Session

    Jesse Nunez, Director of Corporate Partnerships, Los Angeles Dodgers
    Alex Jacques, Director of Events, The Madison Square Garden Company
    Johannes Holzmuller, Head of Football Technology & Innovation, FIFA
    Russell Stopford, Director of Digital, FC Barcelona

    17.50 Chair’s Closing Remarks

    18.00 – 19.00 Drinks Reception

    END OF DAY 1
    DAY 2 - TRADITIONAL / DIGITAL BROADCASTING INNOVATION, OWNERSHIP RIGHTS, DATA & ANALYTICS, NATIVE BRANDED EXPERIENCES & INTERACTIVE ENGAGEMENT
    How Immersive Technologies Can Increase Profitability Across Traditional / Digital Broadcast Platforms And Increase Interactive Engagement And Exposure To Provide ROI For Brands

    08.00 Registration, Tea & Coffee

    08.50 Chair's Opening Remarks

    TRADITIONAL / DIGITAL SPORTS VIRTUAL REALITY BROADCAST STRATEGY
    HOW TO USE VR TO GENERATE ADVERTISING SPEND, MONETIZE DIGITAL PLATFORMS AND DRIVE CUSTOMER ACQUISITION

    KEYNOTE PRESENTATION: Managing The Expectation: What Happens Next As We Move Beyond The Experimental Stage

    09.00 How Virtual Reality Can Be Used To Increase Profitability In The Ultra Competitive Sports Broadcast Market

  • How VR within sports content and live events is the catalyst for traditional broadcasters to drive customer acquisition and monetisation across their entire portfolio

  • Analyzing the commercial potential that a full slate of VR programming can offer

  • Understanding how to get the acquisition channel and price point right to enable consumers to easily select a VR option


  • 09.20 Question & Answer Session

    Michael Davies, Senior Vice President Technical & Field Operations, FOX Sports

    PANEL DISCUSSION

    09.30 Understanding How Immersive Tech In Sport Can Monetise Digital Platforms To Drive Advertising Spend And Develop Owned And Operated Content Packages

  • How to use VR across social media and multi-channel networks to obtain the right mix of organically generated and platform / creator generated content

  • Understanding the technical infrastructure requirements and sports rights costs to deliver the content

  • Analyzing how to establish varying prince points to monetise across a greater audience percentage and operate a profitable model


  • 10.00 Question & Answer Session

    Michael Davies, Senior Vice President Technical & Field Operations, FOX Sports
    Tom Sahara, Vice President Operations & Technology, Turner Sports
    Larry Tiscornia, Vice President Broadcasting, Major League Soccer

    10.10 Morning Refreshments In The Networking Exhibition Area

    PANEL DISCUSSION: VIRTUAL REALITY SPORTS BROADCAST RIGHTS & REGULATIONS

    10.50 Are The Virtual Rights To Reconstructing A Sports Event Different To The Broadcast TV Rights?

  • Who owns the content rights and what are the piracy implications?

  • What are the privacy implications and should we be concerned?

  • What other rights issues such be considered in virtual streams?


  • 11.20 Question & Answer Session

    James Williams, Vice President Olympic Assets & Ex Marketing, Coca-Cola

    TECHNOLOGY UPDATE

    11.30 Where Are We Up To? What Further Innovation Is Required Before There Are Accessible, Comfortable Experiences For Consuming Live VR Content

  • Outlining the bandwidth and algorithm requirements to compress, strict and upload a live 360 video stream

  • Understanding the UX and data challenges that need to be overcome to deliver a compelling experience

  • Evaluating headset technology and its capacity to deliver longer-term experiences


  • 12.00 Question & Answer Session

    12.10 Lunch In The Networking Exhibition Area

    BRANDS & AGENCIES
    HOW DATA & ANALYTICS, NATIVE BRANDED EXPERIENCES AND INTERACTIVE ENGAGEMENT ARE INSTRUMENTAL IN DEMOSTRATING THE LONG TERM VALUE OF VR IN SPORTS

    Brands and the agencies supporting them are continually exploring new ways to drive greater engagement with their customers. Capturing and maintaining the user’s attention in the multi-platform digital world is increasingly challenging. Ultimately brands have a product or service that they are looking to sell to consumers and engage in marketing activities to drive sales. Identifying proven mechanisms and tools to translate digital ad spend into sales or other core ROI metrics is critical.

    DATA & ANALYTICS
    HOW TO USE DATA & ANALYTICS TO MEASURE ENGAGEMENT AND ROI IN VIRTUAL CAMPAIGNS

    13.10 How Analytics Provide Insights To How People Engage With Brands Within A Virtual Space To Drive Successful Sports Marketing Campaigns

  • How to put the consumer first and create proactive experiential campaigns using direct interactivity through virtual reality

  • Using virtual reality to capture and maintain user attention in an authentic, organic and lasting way

  • Identifying proven mechanisms and metrics to translate digital and VR advertising spend into or sales or other core ROI


  • 13.40 Question & Answer Session

    NATIVE BRANDING & INTERACTIVE ENGAGEMENT
    HOW VIRTUAL REALITY CREATES UNIQUE, INTERACTIVE AND LONG-TERM USER ENGAGEMENT OPPORTUNIES

    13.50 How Virtual Reality Can Create Sports Focused Media Content And Engaging Product Placement Opportunities For Native Branded Experiences And Direct Merchandising

  • Identifying how VR can increase opportunities for product placement and native branded experiences

  • How VR can create branded rooms or ‘Fan Zones’ around live sporting events to combine relevant content with product placement

  • Why VR will become a powerful sports marketing asset in its own right


  • Matt O'Neil, CEO, Ichi GO & Consultant, Dallas Cowboys

    14.20 Question & Answer Session

    CASE STUDY: BRAND ENGAGEMENT

    14.30 How To Produce Strong Digital Sports Content Around Live Events That Engages A Younger Audience And Doesn’t Die Within 24 Hours

    15.00 Question & Answer Session

    James Williams, Vice President Olympic Assets & Ex. Marketing, Coca-Cola


    15.10 Afternoon Refreshments In The Networking Exhibition Area

    PANEL DISCUSSION: ATHLETE PROFILING, E-SPORTS & PERFORMANCE IP

    15.40 Realizing The B2C Potential: How To Create Immersive Gaming Experiences Against The World’s Biggest Sports Stars

  • Just how great a commercial opportunity does immersive technology present via Gamification, immersive experiences and content branding?

  • Are data licensing agreements and athlete IP regulations still relevant in the technological age?

  • How do leagues, clubs and athletes work together to optimize this opportunity?


  • 16.10 Question & Answer Session

    Chris Baker, Senior Director Partnership Sales, Boston Celtics

    16.20 Identifying The Long-Term Commercial Opportunities For Consistent Engagement, Product Placement And Content In An Immersive E-Sports Environment

  • Understanding the most effective ways for brands to enter an E-sports environment

  • How big is the reach and audience in E-sports and what are the projections for the future?

  • Examining the role immersive environments will play in bridging the gap between live physical and E-sport markets


  • 16.50 Question & Answer Session

    PANEL DISCUSSION: WHERE DO WE GO FROM HERE?

    17.00 What Does The Future Hold For Virtual Reality In Sport And What Do We Need To Get There?

    17.20 Question & Answer Session

    17.30 Chair’s Closing Remarks

    17.30 End of Conference
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