Sports Track

March 9-11, 2024

Tackle the breakthroughs in technology, biometrics, data analysis, fan experiences and media that promise to reshape this global industry.

Featured Session Beyond the Podium: How Athleta and Allyson Felix Reinvented the Brand-Athlete Partnership – SXSW 2023 – Photo by JD Lewis

About

Each year, SXSW calls upon its creative global community to help identify innovative new ideas and the visionaries behind them. The majority of Conference sessions are sourced and voted on by the SX community from PanelPicker®, along with input from SXSW Staff and the PanelPicker Evaluator Committee.

Sports Track Access: All Badges receive primary access to sessions in this track.

Stay tuned for programming announcements throughout the season.

About the SXSW Conference

The SXSW Conference provides an opportunity for global professionals at every level to participate, network, and advance their careers. Explore all 24 tracks of programming across a variety of formats including Keynotes, Featured Speakers, panels, workshops, and more.

Listen to 2023 Sports Track Sessions

While you await 2024 programming announcements, take a listen back through hundreds of Conference sessions from SXSW 2023.

2023 Sessions

(L-R) Quan Cosby, Natalie Tindall, Ph.D., APR, Craig Allen, Bijan Robinson, and Bryan Burney – Featured Session: Bijan Mustardson & the Future of NIL Partnerships – SXSW 2023 – Photo by Errich Petersen/Getty Images for SXSW

Bijan Mustardson & the Future of NIL Partnerships

Bijan Robinson is a running back for the Texas Longhorns and projected 1st-round draft pick for the NFL. Although it is what he’s best known for at present, Robinson is not just an athlete. With a series of NIL partnerships under his belt, Robinson has established himself as not only an influencer, but a full fledged businessman. Perhaps most notably, he partnered with creative agency CALLEN to create his own brand of gourmet dijon mustard, Bijan Mustardson.