KICKING OFF THE INAUGURAL LEVEL UP

Welcome and Opening Note

Moderator

Katie Overy TV Presenter, Live Events MC and Voiceover Artist

ADI DASSLER’S LEGACY: INNOVATION WITHOUT LIMITS

A conversation on how Adidas’ DNA of innovation continues to inspire new technologies, partnerships, and opportunities across the global sports landscape.

Moderator

Katie Overy TV Presenter, Live Events MC and Voiceover Artist

Speaker

Horst Bente Grandson of Adi Dassler, founder of adidas, and founder of Adi Dassler Legacy Ltd. , Adi Dassler Legacy Fund

Speaker

Christoph Sonnen Co-founder , LEAD.VC

THE AI-POWERED SPORTS ECONOMY

How artificial intelligence is reshaping integrity, engagement, and revenue across sport—from anti-fraud and personalised feeds to immersive media and predictive analytics.

Speaker

Nicolò D'Ercole EVP AI & technology Sportradar , Sportradar

INFRARED KINETICS

BLOCKSPORT

INVESTING TO WIN: STRATEGIES TO SCALE SPORTS INNOVATION

From venture funds to global agencies, leaders discuss how startups and established players unlock growth, scale globally, and capture new markets.

Moderator

Katie Overy TV Presenter, Live Events MC and Voiceover Artist

Speaker

Christoph Sonnen Co-founder , LEAD.VC

Speaker

Deepen Parikh Partner , Courtside Ventures

Speaker

Ramzi Farah Co-Founder and Managing Partner , Razor Capital

Speaker

Jamie Cunningham Executive Director , ONETOWATCH

Speaker

Samir Ceric Chairman , Ceric & Co

PORTUMA

ARMONY

THEMOTIONAPP.COM

ACCELERATE OR BE LEFT BEHIND: FUELING THE SPORTS TECH ECOSYSTEM

This session explores how sports organizations and investors use data-driven strategies, emerging tech, and partnerships to scale performance, personalize fan experiences, and future-proof operations.

Moderator

Iris Córdoba Mondéjar Managing Director, Global Sports Innovation Center powered by Microsoft , GSIC

Speaker

Federico Smanio CEO , Wylab

Speaker

Rohn Malhotra Co-Founder , SportsTechX

Speaker

Tomasz Kowalczyk Head of PZPN Innovation hub , PZPN Innovation Hub

HOOPSLAM

SQUADASSIST

IN2

HOW TO UNDERSTAND THE ASIA PLAYBOOK ? HOW ASIAN FANDOM CAN DRIVE EXPONENTIAL GROWTH FOR SPORTSTECH

How sports and sportstech can unlock monetization across 4B Asian consumers. What Asia can teach, what the GCC can build—focused on commercial growth, digital content, fan engagement, and monetization.

Moderator

Peggy Tng Regional Lead, APAC , GSIC

Speaker

Jean-Baptiste Roy Founding Partner , Asia Sports Tech

Speaker

Kenny Oktavius Co-Founder & CEO , PointFit Technology Limited

VIAI

AGCARENA

WURQ

PLYR

TENNIBOT

AURA SPORT CREAM

FROM SPONSORSHIP TO INNOVATION: HOW EMIRATES IS REDEFINING THE FUTURE OF GLOBAL SPORT

Emirates has long been more than a sponsor, it’s a global catalyst for sport. In this keynote, a senior Emirates executive shares how the brand’s decades-long commitment to sports partnerships has evolved from visibility to innovation.

Moderator

Katie Overy TV Presenter, Live Events MC and Voiceover Artist

Speaker

Boutros Maroun Boutros Executive Vice president, Corporate Communications, Marketing & Brand of Emirates , Emirates

PICKROLL

THERMOCUFF

GBARENA

FAN ENGAGEMENT: CONNECTING CLUBS, BRANDS, AND AUDIENCES IN NEW WAYS

The discussion will highlight new platforms, digital activations, and data-driven strategies that create meaningful connections, drive commercial growth, and ensure fans stay engaged in an increasingly competitive attention economy.

Moderator

Peggy Tng Regional Lead, APAC , GSIC

Speaker

Francis Casado Co-founder & CRO , 3D Digital Venue

Speaker

Rebecca Eliot Co Founder , ProTouch Sports

Speaker

Steve Nott-Macaire VP of Sales EMEA & APAC , FortressGB

STADIFY.FR

BITPLAY

DARTLE

STADIUMS THAT THINK: REAL-TIME MEDIA, DATA & ATMOSPHERE WITH POET

Introducing technology that lets stadiums sense the moment and shape atmosphere in real time—improving crowd flow, elevating fan engagement, reducing operational stress, and creating immersive, sponsor-driven moments.

Speaker

Tapio Rosenius CEO , Skandal Technologies

SPORTBOX

KINOTEK

VISIOLAB

BEYOND THE GAME: WEB3, COMMUNITY & THE NEW DIGITAL ARENA

From immersive gaming worlds to tokenized loyalty, DAOs and decentralized ecosystems—how Web3 and esports are creating new models of monetization, community building, and digital identity.

Moderator

Sam Rogerson Head of Growth , Deca4 Advisory

Speaker

Hicham Chahine Founder & Co-CEO , Ninjas in Pyjamas Group

Speaker

Donald Yeo Account Director , Octagon

Speaker

Saqr Ereiqat Secretry General , D2A2

Speaker

Saad Khan Founder and CEO , GameCentric

Speaker

Maia Zennie MENA Ecosystem Lead , Avalanche/ Ava Labs

BOOMERANG

FIT FITNESS.INNOVATION.THERAPY.

COGNITION IN ELITE FOOTBALL: A NEED FOR NEW TECHNICAL ADVANCEMENTS

Exploring how cognitive science and cutting-edge technology are transforming decision-making, training, and performance in elite football.

Speaker

Jes Madsen Director of Football and Data Science , Saudi Pro League

AI IN SPORT: SMARTER DECISIONS, STRONGER PERFORMANCE

How clubs fuse AI, tracking data, and human insight to recruit better, manage minutes, out‑think opponents, and elevate fan engagement.

Moderator

Ryan McCumber Founder , Sportstech.ai

Speaker

Nikhil S Nair Regional Director , Tata Elxsi

Speaker

André Antonelli CEO , Machina Sport

Speaker

Jake Schuster CEO , Gemini Sports

Speaker

Iris Córdoba Mondéjar Managing Director, Global Sports Innovation Center powered by Microsoft , GSIC

WELCOMING EVERYONE TO LEVEL UP, WELCOMING VIDEO. DUBAI SPORTS COUNCIL ADDRESS

The Organisers Executive to Welcome everyone to LEVEL UP

Speaker

Namir Hourani Managing Director , GMOLx

1V1 LEAGUES: TECH, TALENT, AND THE NEW SPORTS FORMAT

The development of 1VS1 leagues in soccer and basket; new formats of sports, scaling sports through tech and AI

Moderator

Andreas Tsindos CEO , MWAN Mobile

Speaker

Toli Makris CEO EX Interactive Gaming , EX Sports

Speaker

Sean Garnier Founder of Urbanball , Urbanball

SPORT REIMAGINED, POWERED BY AI

Discover how AI is transforming sport on and off the field—reshaping performance, fan engagement, and club operations.

Speaker

Sebastian Lancestremere WW Strategic Partnerships Director, Microsoft Corporation , Microsoft

RIGHTS HOLDERS IN THE DIGITAL ERA: MONETIZATION, PROTECTION, AND FAN ACCESS

This session explores how rights holders and investors can unlock new value in the evolving sports economy through innovation in OTT, anti-piracy, and revenue models while balancing IP control and fan access.

Moderator

Katie Overy TV Presenter, Live Events MC and Voiceover Artist

Speaker

Sungjin HONG Specialized Officer , Interpol

Speaker

Zur Karklinsky Head of Go-to-Market , DAZN

Speaker

David Wurth Founder and CEO , PLYR Technologies

ARENNA

STREET FC

LOOPLAY

PADEL'S EVOLUTION: WHAT'S NEXT FOR THE GROWING SPORT?

This panel explores how operators, investors, builders and tech partners turn today’s demand into sustainable venue networks and loyal playing communities.

Moderator

Katie Overy TV Presenter, Live Events MC and Voiceover Artist

Speaker

Saud Al Nowais Founder of Epic Padel , Epic Padel

Speaker

Hashem Aljamal Founder and CEO , Cypex Group

Speaker

Ali Al Arif Founder and CEO , WPA (World Padel Academy) / Spadrec Investment

ONALABS

KOBI

GEMINI SPORTS

BUILDING CLUBS, BUILDING COMMUNITIES

Practical playbook to build durable club culture and communities in MENA - clear values & governance, academy-to-pro pathways, and an identity that unites athletes, staff, and fans.

Speaker

Rui Lança Executive Sporting Director , Al Ittihad Club

Speaker

Budreya Faisal Founder and President of Banaat FC , Banaat FC

Speaker

Hind Nezzaghy MCL Co-founder , MENA Champ League (MCL)

GENLETICS

MOVMENTA

INNOVATION AND THE FUTURE OF TECHNOLOGIES IN SPORTS BROADCAST AND TV PRODUCTION

This panel brings together innovators whose companies have sports broadcast innovation at their core. They’ll showcase their latest technologies and ideas and explore the trends shaping the future of sports broadcasting.

Moderator

Ammar Hina Sports Broadcast & TV Production Expert , Colorbars Consultancy

Speaker

Mohammad Ali Abbaspour Founder and CEO , Sponixtech

Speaker

Divyajot Ahluwalia Director , wTVision / Quidich

Speaker

Feizel Batcha VP Sports Partnerships , Genius Sports

Speaker

Zayed Hammouri Excellence Director MEA , Vizrt

UBITRACK

SOCCERMENT

FLICKIT

SPORTSFIRST

SEE

WATERSPEED

MYSWIMEDGE

MARKAMOTION

IDOL MATCH

HITRECOGNITION

TG0

ANALYTICS & ATHLETE MONITORING: DATA-DRIVEN PERFORMANCE & INJURY PREVENTION

This panel explores how AI and analytics are transforming athlete performance and injury prevention, assessing the reliability of predictive tools and their real-world impact on the field.

Moderator

Dr. Adam Thomas Founder and CEO , Genletics

Speaker

Joe E. Feghali Founder , FIT - Fitness.Innovation.Therapy

Speaker

Mauro Saraiva Football Performance Analyst , Qatar Stars League

Speaker

Raoni Medina Player Development Expert , ModernPlay Soccer Consultancy

Speaker

Rick Cost Head of performance at Olympique Lyonnais , Olympique Lyonnais

AQUIVIO

EDGE SOUND RESEARCH

GEMINI SPORTS

OXIWEAR

HEALTH & WELLNESS: TECHNOLOGY-DRIVEN APPROACHES TO HOLISTIC ATHLETE CARE

This panel examines how technology is reshaping athlete wellness through innovations in recovery, mental health, and holistic care, making longevity a cornerstone of performance.

Moderator

Samir Ceric Chairman , Ceric & Co

Speaker

Daniel Hill Co-founder , Aquivio

Speaker

Dr. Meshari F. Alwashmi CEO & Co-founder , Amplifi

Speaker

Mark Guildea Managing Director , Interact

GOAT

OPTIMIZE MIND PERFORMANCE

FLINKI

MIND, BODY & FUTURE: PSYCHIATRY, LONGEVITY, AND SPORTS MEDICINE IN PERFORMANCE

This session explores how psychiatry, sports medicine, and longevity innovations are redefining athlete care—enhancing resilience, accelerating recovery, and extending careers beyond competition.

Moderator

Dr. Adam Thomas Founder and CEO , Genletics

Speaker

Dr. Joseph El-Khoury CEO & Medical Director , The Valens Clinic

Speaker

Dr. Michael Liebrenz Department of Psychiatry , University of Bern

Speaker

Dr. Greg Bailey Team Principal , NorthStar SailGP Team

NEOPADEL

ULTRAX TECHNOLOGIES

BUILDING SPORTS COMMUNITIES THROUGH CREATIVITY & TECH

This session explores how sports technology can drive inclusion by expanding access, increasing visibility, and creating opportunities in women’s and para-sports, with federations, startups, and investors playing key roles.

Moderator

Steven Kilby Founder and CEO , SportsLive

Speaker

Tareq Qaddumi Founder and Creative Director , Out the box

Speaker

Pietro Allegretti Founder , Penguinpass

Speaker

Hind Nezzaghy MCL Co-founder , MENA Champ League (MCL)

FROM VISION TO VELOCITY: THE ASIA–GCC SPORTSTECH ENGINE

A global snapshot of who matters, what’s trending, and how fans behave. Walk away with a cross-border playbook; capital stacks, distribution routes, and localization must-dos. Powering the next wave of leagues, fan platforms, and wellness ventures.

Speaker

Jean-Baptiste Roy Founding Partner , Asia Sports Tech

WEB3 FOR SPORT: COMPLIANCE, UX, SCALE

How Web3 turns tickets and memberships into programmable fan experiences - linking wallets to access, rewards, and data you can actually use. Practical frameworks to move from pilots to products and revenue.

Moderator

Ramzi Farah Co-Founder and Managing Partner , Razor Capital

Speaker

Ahad Mohammad Bhai , SIXR Cricket

Speaker

Umar Khattak , SIXR Cricket

PASSPORT TO PLAY: SPORTS TOURISM & HOSPITALITY

This panel explores how travel and credentialing technologies streamline team and fan experiences, enhance spending, and transform single events into multi-day destination experiences.

Speaker

Fabio Prestijacopo Managing Director , BizAway

Speaker

Pietro Allegretti Founder , Penguinpass

RECHARGE TO PERFORM: THE SCIENCE OF RECOVERY IN MODERN SPORT

This panel examines how data, recovery technology, and sleep science are enhancing athlete performance, longevity, and mental resilience between training sessions.

Moderator

Mazen Abou Chalbak General Manager SportiveWays , SportiveWays

Speaker

Rafael Oliveira Sr. Director of International & Partnerships , Eight Sleep

Speaker

Stephan Muller Marketing Director , Whoop

Speaker

Dave Catudal Co-Founder , Forus

Speaker

Rémi Vanecht Head of Education , Athletes Junction - Hyperice Middle East

ZERO TO COMPETITION BY AHMED SAM

Ahmed Sam shows how anyone can go from zero experience to real competition using simple, structured training and data-driven coaching. His talk breaks down the mindset and habits that turn everyday effort into performance.

Moderator

Zalfa Farah Head of Research & Conceptualization , GMOLx

Speaker

Ahmed Sam Founder and Head Coach , Lift Focus Grind

DIGITAL COMMUNITY & WOMEN’S EMPOWERMENT TALK BY SHERIDAN MORDEW

Sheridan breaks down how she built one of Dubai’s fastest-growing women-only communities using nothing but social media, storytelling, and real connection.

Moderator

Zalfa Farah Head of Research & Conceptualization , GMOLx

Speaker

Sheridan Mordew Award-Winning Fitness & Wellness Entrepreneur , Shape Up Women’s Club

THE PILLARS OF LONGEVITY

Moderator

Zalfa Farah Head of Research & Conceptualization , GMOLx

Speaker

Dave Catudal Co-Founder , Forus

Speaker

Laura Fontaine Nervous system and Wellness Coach , Regional Director of Longevity Wellness Hub , Longevity wellness hub

IDENTITY FIRST, PERFORMANCE FOLLOWS: THE MIND IS THE REAL TECH

Speaker

Karen Mattar Mind & Body Coach