Annual Sports Conference
Wednesday 11 February 2026
9.00am - 2.00pm
Farrer & Co, 55, 56 Lincoln's Inn Fields, London WC2A 3LJ
Arrival and Breakfast | 9:00 – 9:30
Introduction and welcome from Rachel Nolloth | 9:30 – 9:40
Panel 1 (Investment in Sport) | 9:40 – 10:20
Panel 2 (Technology, AI & Data) 10:25 – 11:05
Coffee Break | 11:05 – 11:30
An interview with Lesley Sackey | 11:30 – 11:50
Panel 3 (Integrity at the top: managing serious allegations) | 11:55 – 12:40
Final word from Tom Bruce | 12:40 – 12:45
Networking Lunch | 12:45 - 14:00
Panel 2
Technology, AI and data
This session explores the evolving privacy landscape within the sports industry, focusing on rapidly developing areas such as: wearable athlete‑tracking technologies, advanced scouting and performance‑analysis systems, and the management of increasingly global fan communities. Alongside discussion of the key legal and regulatory issues, the panel will consider the athlete’s perspective - including autonomy, consent, and data ownership - as well as the commercial considerations shaping how sports organisations collect, use, and monetise personal data.
Panel 3
Integrity at the top: managing serious allegations
Allegations of serious misconduct against senior individuals can be highly damaging to a sports organisation. They undermine stakeholder confidence, weaken brand reputation, and jeopardise investment and sponsorship relationships. This session will explore how sports organisations should respond when allegations arise and will address the practical steps organisations can take to mitigate risk and prevent issues from escalating.