Faces In the Crowd: How creators become the main characters for the biggest events in Sports, Music and Entertainment

In today’s rapidly evolving cultural landscape, creators are no longer a marketing add-on – they’re a strategic necessity. Whether you’re building a brand, launching a campaign, or driving fandom in sports and music, creators sit at the intersection of relevance, community, and commerce. This session explores how brands and properties are effectively embedding creator strategy at the core of their operations to stay ahead in today’s fragmented media world. Join a cross-industry lineup of leaders as they unpack the role of creators in modern brand and fan ecosystems – from influencer-led storytelling to co-creation models that drive measurable impact.