SEG3 London 2026

Registration & Networking Breakfast

Making Forever Fans: What a Decade of Fandom Intelligence Means for Today's Global Brand IP Partnerships

Dentsu's Yoshi Nakano draws on ten years of anime and IP fandom intelligence from Japan, the world's most demanding fan economy, now combined with new global audience research, to show what it takes to make forever fans, and plan for them at global scale.

Speakers: Yoshi Nakano (General Manager, IP Growth & Solution, Entertainment Business Center, Dentsu)

Designing the Modern Fan Journey

Discovery in a monoculture used to be predictable, but there isn't a silver bullet anymore. Fans now find their passions through clips, creators, communities and experiences, but often dip in and out. This session explores how modern fan journeys evolve from first discovery to lasting loyalty.

Speakers: Glenn Cooper (SVP - Digital Strategy & Audience Development, Universal Music Group); Kerry Elsdon (SVP - Global Head of Digital Marketing & MarTech, Mastercard); Charles Kerr (Gaming, Sports & Creators Lead, YouTube); Brett Marks (Culture Partnerships Director, Epic Games); Amber Taylor (Fandom & Entertainment Chief, Beam Lighthouse)

The Psychology of Fandom

Fandom isn't just about liking something, it's about who we are. This session explores what actually drives emotional attachment to teams, worlds or creators, and why understanding that matters before you try to scale, monetise or expand anything.

Speakers: Calvin Innes (Fandom & Pop Culture Creative Strategist & Consultant, Innes Consulting)

Scaling IP Beyond the Core

For many organisations, IP begins with a single core product or experience. This session explores where sports, entertainment and media companies are placing investment around their IP, and which approaches are driving real long-term value versus short-term attention.

Speakers: Jo Redfern (SVP, Digital, Coolabi); Danny Menken (Co-Founder & General Partner, Athvance); Ian Whittaker (Founder and Managing Partner, Liberty Sky Advisors)

Building & Growing a Franchise

Not all IP becomes a franchise, and even the most successful brands must evolve to stay relevant. This session explores what separates standalone properties from enduring franchises, and how established brands continue to grow without weakening what made them successful.

Speakers: Emma Hardie (Executive Commercial & Brand Director, Aardman); Helene Juguet (Managing Director - Film & TV, Ubisoft); Shelley Macintyre (CEO - Brands & Licensing, BBC Studios); Mathias Gredal Nørvig (Chief Executive Officer, SYBO); Dani Rayner (Global Marketing Strategist, Guest Lecturer - Marketing)

Lunch

Making IP Playable

Participation is becoming a core layer of modern IP. This session examines how organisations build interactive ecosystems that allow fans to enter and shape worlds, and how playable experiences drive deeper engagement and long-term value.

Speakers: Tiago Correia (Advisor, Acclaim); Sanjay Shivaram (Brand Licensing & Retail Director, Formula E); Harry Bienenstock (VP - Growth, Voldex)

The New Advertising Stack

Attention is no longer concentrated in a single media channel. This session explores how brands design campaigns that exist across sports, entertainment and games, become part of cultural moments, and translate that attention into measurable impact.

Speakers: Brent Koning (Global Head of Gaming, Dentsu); Chris Feo (SVP - Sales & Partnerships, Unity)

Why Creators are Winning the Fan

Younger fans are not turning away from sports, they are turning away from traditional sports media. This session examines why trust in sports media has migrated from prestige to personality, and what rights holders and brands are getting wrong.

Speakers: Amar Singh (SVP - Content & Creative, MKTG); Emily Herbert (Sports Broadcaster & Commentator, BBC Sport); Arthur Guisasola (Head of Sports Partnerships, UK, Substack)

Inside the AI Lab of a Spanish Streaming Giant

Bart Fussel pulls back the curtain on the AI team he leads at the largest Spanish-language streaming service in the world - a candid tour of how a small AI team builds, kills, and embeds AI into a century-old content business.

Speakers: Bart Fussel (Vice President of Product Management - R&D, TelevisaUnivision); Lyndsay Yerbic (SVP - Technology & AI, EMEA, United Talent Agency)

Bringing Characters to Life: Preparing IP for the Era of AI

Sixth Wall is Hasbro's AI studio introducing Behavioral Licensing: authorized AI characters that partners can deploy quickly, safely and on-brand, launching with characters across Transformers, G.I. Joe, Clue and Mr. Potato Head. This session explores how IP can evolve from static assets to living experiences while staying on-brand and true to who they are.

Speakers: Gray Bright (Chief Creative Officer & Founder, Sixth Wall, Hasbro)

Happy Hour

Networking Breakfast

The Fan Operating System: Building to Match Ambition

Fan data is the most underleveraged commercial asset in women's football. Lucy Mills presents snapSHOT, a review of digital, data and AI maturity across professional women's football clubs and leagues in 16 markets, and what it will take to connect fragmented data into one continuous fan relationship.

Speakers: Lucy Mills (Founder & Chief Catalyst, READY)

1.3 Million Applications: Inside London Marathon Events' Technology Strategy

London Marathon Events is far more than a single race - across a portfolio of 25+ events, the organisation is constantly testing what technology can do for mass participation sport. Bhavesh Vaghela, Chief Product, Technology and AI Officer, unpacks what it takes to build and operate at that scale.

Speakers: Bhavesh Vaghela (Chief Product, Technology & AI Officer, London Marathon)

Inside Spurs' Digital Content Strategy

How Tottenham Hotspur F.C. is thinking about engaging the next generation of fans, where gaming fits into that strategy, and why participation is becoming as important as viewership.

Speakers: Tom Bennett (Head of Content Strategy and Growth, Tottenham Hotspur FC); Tom von Simson (Senior Account Manager, GEEIQ); Sander Migliavacca (Co-Founder, Atopos); Simone Gambardella (Senior Business Development Manager, Dentsu Creative)

Driving Action from Digital Experiences

Engagement alone is no longer the goal. Organisations are under pressure to translate digital experiences into real-world action, from commerce and attendance to loyalty and play.

Speakers: Sara Apaza (Digital Brand Experience Expert for Gaming & Youth, Essence); Rafael García-Roldán (Senior Strategist - Gaming, Hugo Boss)

The Big Conversation

After two days exploring how IP is built, activated and monetised, this closing conversation looks ahead - where will the next wave of growth come from, and how should organisations position themselves for it?

Speakers: Naveen Mehta (SVP, Sutherland); Paras Chugh (Media & Entertainment Lead, HFS Research); Yenan Wang (Founder & Lead Strategy Partner, Next Wave); Phil McKenzie (Co-Founder & COO, Goldfinch)

Lunch & Event Close