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Web Summit Lisbon · November 10 - 13, 2025

Sport Summit

Sometimes, the most challenging problems for society need to be taken on by the greatest people of their generation. In this talk, football legend Thierry Henry and PUMA&#8217;s Adam Petrick discussed tackling the issue of online bullying head on.

Thierry Henry, Assistant Coach, Belgium National Team, on Centre Stage at Web Summit 2021

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Thierry Henry: Tackling online bullying

Whoop founder and CEO Will Ahmed shared insights on building the world’s most valuable standalone wearables business, trusted by top athletes including Michael Phelps, Patrick Mahomes and Rory McIlroy.

Whoop, there it is: Unlocking your peak performance

Qualcomm CMO Don McGuire and Manchester United CEO Omar Berrada gathered to explain how brand partnerships can build business value and create success on and off the field.

A pitch-perfect partnership

Maria Sharapova, Entrepreneur and tennis Legend, had a lot of fun with the attendees at the IBM table tennis activation booth on day two of Collision 2024 at the Enercare Centre in Toronto, Canada. Imagine being able to challenge your sports idol.

Maria Sharapova, entrepreneur and tennis legend, plays with attendees

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Meet the sports leaders joining in 2025

Elite sport is no longer just about talent &#8211; it’s about who leverages tech, media, and momentum best. Athletes become moguls, AI trains like a coach, and fan loyalty is fought for beyond the stadium. With women’s sports shattering ceilings, the question isn’t if the game is changing, but who’s leading the charge?

AI is revolutionising how athletes train, recover, and perform &#8211; from predictive injury prevention to hyper-personalised coaching and synthetic scouting.
As AI becomes a &#8220;silent teammate,&#8221; we explore how technology is reshaping elite sports &#8211; and how human intuition still has a place in sport.

The AI athlete

Athletes are no longer just stars &#8211; they’re media moguls, streaming their lives, launching products, and bypassing traditional networks.
What does this mean for broadcasters, rights holders, and the future of fan access?

Sports, streaming, and the creator economy

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From NFTs to immersive AR, fan tech surged &#8211; then crashed. Now, the industry is separating gimmicks from genuine engagement. 
Which tools are building lasting fandom, and how do sports design experiences that outlive hype cycles?

The rise and reset of fan tech

Record crowds and historic deals prove the demand: attendance, viewership, and investment in women’s sport are soaring. 
But to move from momentum to permanence, what needs to change in sponsorship models, media coverage, and infrastructure?