International Sports Summit Confirms Second Headline Panel for 2025
Day Two of the International Sports Summit will feature a strategic discussion on global expansion in sport, bringing together leaders from organisations that operate across multiple continents and cultural contexts. The session, Going Global: Unlocking Opportunities in International Markets, will examine how major sports properties scale their brands internationally while maintaining identity, authenticity, and long-term fan relevance.
The panel includes:
Shergul Arshad, Managing Director, Americas | Aston Martin Formula One Team
Carlos Alves, Chief Executive Officer | FIBA
Lee Zohlman, Partnerships Director, Americas | Formula E
As global sport continues to expand commercially, rights holders and teams are increasingly exploring new markets through international events, commercial partnerships, regional fan activations, and media distribution. The organisations represented on this panel each operate globally by design—offering a practical perspective on how to build meaningful reach and sustained engagement across varied markets.
Session Focus
This conversation will address the strategic decisions behind global expansion, including:
Developing commercially viable international growth strategies
Building and sustaining fan engagement across new regions
Managing cultural nuance and authenticity when entering new markets
Creating value through partnerships, local activations, and community alignment
Lessons for U.S. sports teams expanding internationally
Rather than focusing on operational detail, the session will explore leadership, positioning, and long-term planning—drawing out how global brands maintain relevance in diverse cultural environments.
Why This Matters
U.S. teams and leagues are increasingly hosting games in London, Madrid, Tokyo, Dublin, and Mexico City. At the same time, global competitions such as Formula One, FIBA, and Formula E have established frameworks for building and sustaining fandom across continents. This session will highlight practical insights that can guide organisations expanding their presence internationally.
About the International Sports Summit
The International Sports Summit (ISS) brings together senior leaders from across the global sports industry—including major leagues, federations, governing bodies, clubs, and commercial partners—for two days of keynotes, panel discussions, and private, invite-only networking at Duke University on 12–13 November 2025.