Event | Creativity at Fever Pitch: How to Activate Data, AI and Automation in Sports Advertising

Sports advertising is at fever pitch thanks to a big year of sport ahead including the UEFA Women’s Euros and Men’s FIFA World Cup in Qatar. This creates a huge opportunity for brands to captivate and convert this highly passionate audience of fans. But today’s fan demands a much more digital and immersive experience, and marketers are tasked with the tough job of bringing real-time action to life in new and innovative ways across an increasingly fragmented ecosystem of digital channels and formats. Nothing short of magic, right… or maybe not?

Join marketing leaders from Essence, The HEINEKEN Company, MediaCom and Spirable (part of Genius Sports) as they discuss how a combination of live data, AI, and automation is creating sports advertising alchemy – transforming creative into highly relevant, in-the-moment ads that transfix fans like no other.


Guests include

  • Jenni Baker, Asst. Editor, The Drum [Moderator]
  • Olya Dyachuk, Data-Driven Marketing Director, The HEINEKEN Company
  • Kate Easterling, Global VP Creative Experience, Essence
  • Dominic Carter, Senior Associate Director, MediaCom
  • Lauren Evans, Chief Marketing Officer, Spirable (part of Genius Sports)


Date & location

Date: Wednesday 22nd June 2022

Location: Reddit Explorer Club, Cannes


(Please note that this is an invite-only event, and registering your interest via the form on this page does not guarantee admission. Guests will be sent confirmation of attendance prior to the event).

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