An exclusive digital event

Alliance Arena is an exclusive digital event designed for C-level executives from the world’s leading sports and business brands.

TRUSTED BY GLOBAL BRANDS

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It’s about how the best in the world have delivered memorable brand experiences that grab attention and shape intention. Consistently, measurably, and everywhere. And how they combined the best from all worlds to do it.

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DIGITAL & PHYSICAL

EMOTION & DATA

Because delivering memorable brand experiences today isn’t either-or.
It’s both and.

Welcome to

A closed-door forum for leaders building the future of experience-led growth

The companies winning today don’t just market. They design experiences that drive excitement, data, and revenue.

Sport has mastered emotion and shared moments.

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Business has mastered scale and monetisation.

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where both worlds collaborate.

Why most experiences fail, and what truly works.

  • The Experience Gap: Why Most Brand Moments Don’t Convert

    • Why reach ≠ impact

    • Why digital has flattened differentiation

    • Why “engagement” is often meaningless

    Speaker suggestions:

    Greg Kihlstrom, Tiffani Bova, Ken Hughes, Ashraf Malik, David Aaker, Marty Neumeier

  • From Audience to Ownership: The New Fan Economy

    • Fandom is shifting from passive to participatory

    • Building owned ecosystems

    • Membership is the new media

    Speaker suggestions:

    McLaren Racing, PSG, Arsenal, LA Rams

  • Building Emotional Loyalty at Scale

    • Beyond content: driving deeper engagement

    • Lifelong brand affinity

    • Designing experiences that feel human 

    Speaker suggestions:

    LEGO

     

  • Panel: From Personalisation to Presence

    • Everyone personalises, a few create moments

    • Data versus feelings: where most brands go wrong

    • Why hyper-personalisation is not enough

    Speaker suggestions:

    ASOS, Gymshark, Glossier, Adobe, Spotify, Netflix, Amazon, Brighton, NUFC, Amex, Nike

  • Global Fans, Local Experiences

    • Local vibes, global scale

    • Language, culture, identity

    • Designing for relevance, not reach

    Speaker suggestions:

    NUFC, Brighton, PSG, Arsenal, Burberry, JLR, Ralph Lauren, Shein, TikTok, BYD, Miniso/Pop Mart

DAY 1

How to design, deliver, and monetise experience at scale.

  • What AI Unlocks for Sport, Entertainment, and Brands

    • Speed and agility

    • Engagement and conversion

    • Personalisation and scale

       

    Speaker suggestions:

    Richard Kerris – Head of Media & Entertainment, NVIDIA

  • Global Moments, Local Impact: Scaling Experience Around the World Cup

    • How Coca-Cola activates globally at scale

    • Blending physical + digital

    • How sponsorship becomes experience

    Speaker suggestions:

    Coca-Cola

  • Panel: Designing Experience Systems, Not Campaigns

    • Why one-off activations fail

    • Building repeatable engagement

    • Always-on ecosystems

       

    Speaker suggestions:

    Duolingo, Airbnb, Red Bull, Patagonia, GoPro, Manchester City, Honda & Monster (Dakar Rally co-brand), IKEA

  • How We Built Our Always-On Ecosystem, And How It Works

    • Data

    • Content

    • Connection

    Speaker suggestions:

    Duolingo, Airbnb, Red Bull, Patagonia, GoPro, Manchester City, Honda & Monster (Dakar Rally co-brand), IKEA

  • The Future of Experience Is…

    • Digital-first

    • Community-based

    • In-person and intimate

    Speaker suggestions:

    Dan Gingiss, Swan Sit, Brian Solis, Rory Sutherland, Seth Godin, Ann Handley, Mark Schaeffer, Allanah Micallef, Libby Hendry, Nicola Gwillym, Beth O’Malley

DAY 2

REGISTER
YOUR INTEREST