As the sports industry faces new challenges, from Gen Z’s waning interest in sport, to platform viewing proliferation and increased competition for fandom from global sports like Basketball, brands need to understand the new rules for how to cut through and engage the next generation of fans. This requires tactics that resonate beyond the TV screen and bring them closer to the audience who are increasingly mobile-first. The evolving landscape gives brands an opportunity to tap into fresh voices and foster conversations that are more inclusive, diverse, and culturally relevant, however, they need to know how to crack the new code. In this session, we will explore the changing landscape of sports marketing, the cultural impact it has on people’s lives, and how brands can ensure they’re mastering the new arenas for sports viewing and conversation. Joe Weston, Head of Sport at We Are Social, will set the scene on some of the macro issues at play in sports, then welcome on stage our expert panellists: Chloe Dalton, Olympic Gold Medallist, AFLW Player and Founder of The Female Athlete Project; Dianne Everett, General Manager Brand, Sponsorship & Social at Commonwealth Bank; and Kim McConnie, Marketing Director at Kayo Sports.