Multiple reasons you should be at Gondola Sports Summit next year

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It’s Ryan here, Sport Design Australia’s CEO. Twelve months ago, I watched the Gondola Sports Summit from afar. I remember thinking it had something special. Fast forward to 2025, and after three flights and 28 hours of travel, I finally touched down in Denver, Colorado, ready for opening night.

That first evening set the tone for the event. The rooftop of a Colorado Rockies game played host to hundreds of attendees from across the sports industry. The setting was casual, open-air, and buzzing with energy. It was the perfect way to kick off a conference that would go on to feel less like a corporate gathering and more like a shared creative movement.

A big thank you to Jared and Brian for the warm welcome. They made sure I felt right at home, despite coming from the opposite side of the world. Over 500 people showed up to this year’s Summit, and the sense of connection was immediate. Everyone was open, curious, and genuinely invested in building something together.

For those unfamiliar, the Gondola Sports Summit is a two-day conference built to bring together creatives in the sports industry. It’s a unique gathering for professionals in content, social media, and marketing to connect, collaborate, and rethink what creativity in sports can look like.

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What stood out the most over the two days was the humanity of the event. For a conference that hosted some of the most respected creatives in sport, it never took itself too seriously. Jared, Gondola’s CEO, brought his two young kids on stage. His dog made an appearance too. Gabby, who emceed the sessions, introduced each speaker with a fun fact, ranging from sitting next to Taylor Swift on a flight to doing shots with Aaron Jones. This wasn’t just a conference; it was a celebration of community, creativity, and character.

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Key Sessions and Highlights

Reddit: Understanding Community as Currency

Speakers: Christine Wixted (Reddit) & Cameron Gidari (MLB)

Reddit has quietly become one of the most valuable resources for sports marketers and creatives. Christine highlighted how Reddit acts as a massive, ongoing focus group. Subreddits give brands direct access to the motivations, habits, and interests of their most passionate audiences.

Cameron from MLB explained how their team has embraced Reddit as a space for authentic conversation, not brand dominance. Instead of pushing content, they participate. The goal is to add value without disrupting the organic nature of the community.

Tip: Reddit is free. Start by observing. Engage once you understand the rhythm.

Speed to Social: Content at the Pace of Play

Speakers: Marty Summa (Greenfly), Brett Blueweiss (MLB), Alejandro Alvarez (NASCAR), Jayne Bussman-Wise (PWHL)

This panel, sponsored by Greenfly, focused on the speed and efficiency required in today’s content game. With live content creators (LCCs) on-site and systems in place, teams are now able to distribute content to social managers and athletes almost instantly.

MLB and the PWHL demonstrated how this workflow enables them to maximise fan engagement by being present in the moment, with visuals that feel personal and relevant.

Tip: If you want your athletes to build your brand, give them the tools to do it in real-time.

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Trophies with Personality: Stanley & Larry

Speakers: Neil Tennant (NHL), Ashley Atwell (NBA)

What started as a session on social strategy turned into a surprisingly entertaining look at branding inanimate objects. The Stanley Cup and Larry O’Brien trophy have their own personalities, social handles, and devoted followings.

Neil and Ashley walked us through the process of developing these identities, treating each trophy like a character in a broader story. George Karl’s surprise cameo and a live art vs. sport comparison added even more flavor.

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Design x Social: Bridging the Creative Gap

Speakers: Jack Ozmer & Ryan Delgado (Falcons), Evan Ford & Kellen Hiser (University of Tennessee)

This session was the most personally impactful. It spotlighted the often-overlooked but critical relationship between social teams and creatives.

Evan made the point that not every post needs to be a grand slam. Singles and doubles can still win games, especially when they’re on-brand and consistent. Jack and Ryan emphasised the value of visual identity and the long-term affinity that comes from design discipline.

Note to teams: This session should be mandatory viewing.

Agency Assist: How External Partners Add Value

Speakers: Andrew Carter (Two Circles), David Brickley (STN Digital), David Herman (Fresh Tape Media)

This was probably the most relevant session for Sport Design Australia. The panelists spoke honestly about the pressure to create standout content, and how in-house teams often run out of time, not ideas.

David Brickley was especially candid in asking brands to be realistic. If your content isn’t good enough and your team is maxed out, that’s the moment to bring in external partners. The key is treating those partners as part of your team - not vendors - with full transparency around goals and pain points.

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Five Reasons to Attend Gondola in 2026

1. Built by creatives, for creatives - This conference is about the people on the ground, not the top-floor execs. It’s practical, passionate, and tailor-made for the ones crafting the stories fans love.

2. Balanced environment - From rooftop baseball to professional panels, the event blended social time with serious insights without ever feeling forced.

3. Tech without the sales pitch - There were tools and platforms, of course. But no one pushed a hard sell. The tech spoke for itself through live demos and thoughtful integration into panels.

4. Denver delivered - With mountain backdrops, great neighbourhoods, and a laid-back vibe, Denver was an ideal setting. It added to the character of the event without distracting from it.

5. Elite minds under one roof - Everyone was there; teams from the big four US sports, colleges, national bodies, broadcasters, agencies, and startups. The access and diversity of perspective were unmatched. Take a look at the list of speakers below:

2025 Speakers

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We’re already looking at returning in 2026. If you’re an Australian sport creative and want to explore the trip with us, drop your details below. Once we’ve had a chat with the Gondola team, we’ll share the next steps.

Let’s make the trip together.