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State of Play

The annual conference and networking event for sports decision-makers.

Our sports expertise
Bronze statue of three football players with arms around each other, in front of Manchester United's glass-fronted stadium beneath a bright blue sky.

What is State of Play?

Each year, our award-winning sports sector team hosts State of Play — a free and invite-only conference and networking event for senior decision-makers and subject matter experts from across the world of sport. 

Held in Manchester, State of Play explores important themes through a series of engaging panel sessions. 

For attendees, it’s a chance to hear from and share insights with fellow leading voices in sport to level up together. 

Want to join us?

If you're a sports decision-maker who's interested in attending a future State of Play event, get in touch with our Head of Sport Lydia Edgar at lydia.edgar@brabners.com.

More about Lydia
Silhouetted crowd with raised hands in a packed stadium at night, bright stage lights creating a hazy glow as the arena and pitch blur in the background.

State of Play 2026 — delivering world-class events

Taking place on Wednesday 17 June at Old Trafford — home of Manchester United — this year’s event will examine what it takes to deliver world‑class sport events across the UK.

Over four fascinating panel sessions, we’ll deep-dive into:

  1. Integrity, geopolitics & crisis leadership in major events: how geopolitical instability can cause disruption on global tournaments and the cost, value and political value of hosting major events.
     
  2. Security, safety & operational delivery: how to ensure operational excellence and lead on safety and security, from threat detection, counter-terrorism and crisis management best practice to Martyn’s Law.
     
  3. Sports technology at major events: how tech is changing the bidding, planning and delivery of major events, from AI operational modelling to digital ticketing and fan engagement.
     
  4. Commercial strategy, partnerships & media: how clubs and NGBs can create sustainable revenue models and secure critical partnerships through major events, from making the best use of data to broadcasting innovations.
     

Our panellists will include Caroline McGrory (Chief Legal Officer, Cadillac F1 Team), Stuart Campbell (major sport event consultant and director), Mark Mateer (CEO, Quantum Consultancy), Hugo Sharman (Managing Director, Cortex) and Nick Aldworth (Managing Director of Counter Terrorism, Intelligence & Risk, Carlisle Support Services).

Highlight reel — State of Play 2025

State of Play Conference Alistair Brownlee MBE
Man with VR headset playing sport

State of Play 2025 — sports technology

2025’s event took place on Thursday 19 June at the Etihad stadium and explored the theme of sports technology through four panel sessions: 

  1. Game changers — predicting the future of sport.
  2. Levelling the playing field — tech and the governance of sport.
  3. Digital transformation and the business of sport.
  4. Performance enhancing technology — the science of sport.
     

We covered a wide range of topics — from the rise of innovative ‘challenger’ leagues to AI and data analytics — to help attendees maximise their use of technology and share best practice.

Our speakers included Mike Fordham (MPF Sports Advisory, former Head of The Hundred at the ECB and former CEO of the Rajasthan Royals), Hugo Sharman, (former CEO of StreamAMG), Andy Fletcher (Head of Digital, Liverpool FC), Darshan Chandarana, (Strategy Advisor NeoPath UK, former Partner & Head of Emerging Technology, PWC) Fiona Green, (Founder and CEO of ProData Stack), Andy Umbers, (Co-Founder of Oakwell Sports Advisory, former Chairman of Leeds Utd and former MD of Credit Suisse), Charlie Greenwood, (Founder of Sports Loft), Jake Marsh, (Head of Sport, Signify AI), Dr Philip Batty, (elite sports medicine expert) and Kofi Josephs (elite basketball player and founder of Why Not I).

Our keynote speaker was Double Olympic champion Alistair Brownlee MBE, who shared his passion and support for innovation that removes barriers to exercise and participation in sport.

Explore key takeaways

Highlight reel — State of Play 2024

State of Play thumbnail 2024

Watch: Alistair Brownlee on Mexico 2016 & athlete welfare

Alistair Brownlee
State of Play conference

State of Play 2024 — athlete welfare

2024’s theme was athlete welfare — and our speakers and panellists discussed a wide range of topics including mental health and wellbeing, the specific challenges facing women in sport, how technology can support our approach to welfare and the dangers associated with having a social media presence.

We were fortunate to have Kevin Sinfield CBE give an inspirational keynote speech — led by an interview-style conversation with the BBC’s brilliant Felicity Kvesic. They explored Kevin’s experiences of playing, leading (as captain) and managing rugby teams in both rugby league and rugby union. Kevin’s insights into the workings of the world of rugby were honest and extremely thought-provoking. He illustrated just how important it is to get the opinions of professional athletes into how their respective sports are looking after their own wellbeing and what improvements must be made.

Alistair Brownlee was also kind enough to sit down with our Head of Sport, Lydia Edgar to discuss the lessons he learned about athlete welfare from his stellar athletic career — including the infamous incident at Mexico 2016 where he helped his brother, Jonny, across the finish line after he’d collapsed due to extreme heat.

We also heard from Andy Etches — CEO at Rezzil, a fast-growing sports technology company — to find out how virtual technology is impacting the world of sport and how it may be increasingly used in injury prevention, treatment and recovery.

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Watch: Rezzil Co-Founder Andy Etches on VR in sport

Catherine and Andy Rezzil

Sports & technology insights

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