Victory Lap

Victory Lap is Australia's premier sports marketing and creative summit, bringing together the global voices redefining how sport is built, marketed and experienced. The two-day event lands at a pivotal moment, as the city begins its six-year countdown to the Brisbane 2032 Olympic and Paralympic Games.

Developed by Sport Design Australia, Victory Lap has been designed to close a longstanding gap in the local industry - shifting away from traditional conference formats and towards real-world, creative-led conversations. The program features more than 20 sessions led by a curated lineup of global sports marketers, brand leaders and creative practitioners, all actively shaping the industry today.

International speakers include senior figures from the NFL, NBA and leading US franchises, alongside Australian creators and agency leaders driving the rise of fan-first and creator-led content locally. Together, they will unpack how sport is evolving across media, marketing and culture - from brand building and storytelling through to the role of creators in modern fan engagement.