Educational Session #4: Rewriting the Rules: Emerging Sports, New Audiences and the Next Era of Sports Hosting

As Gen Z and Gen Alpha reshape how sport is consumed, shared and valued, a new wave of sports properties is emerging with fundamentally different playbooks. Leagues like DØDS Diving League and E1 motorboat racing are designing events, media strategies, and city partnerships that prioritize cultural relevance, digital-first storytelling, community engagement,and long-term brand building over traditional metrics. In this session, leaders from emerging sports and their partners will share how they’ve built momentum from the ground up—developing compelling live events, attracting broadcast and streaming partners, securing investment and creating sponsor value in a fragmented media landscape. And they’ll explore how these sports are forming deeper, more strategic relationships with host cities.