Sports Track

Discuss the trajectory of longtime favorites as well as new sensations in the face of new tech and enthusiastic fans.

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 2023 PanelPicker®, along with input from SXSW Staff and the PanelPicker Evaluator Committee.

All badges receive primary access to sessions in this track. Stay tuned for Sports track programming announcements throughout the season.

Sports Track presented by Sportico

Sportico (a PMC company) is the default resource for professionals seeking the latest and highest quality news and information in the $500 billion worldwide sports industry. With a robust digital platform, newsletters and events, Sportico delivers breaking headlines and analysis championing the innovation and creativity that will change not only the business of sports, but the world.

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About the SXSW Conference

The SXSW Conference provides an opportunity for global professionals at every level to participate, network, and advance their careers. Explore 25 Tracks of programming across a variety of formats including Keynotes, Featured Speakers, panels, workshops, podcasts, and more.

See You in 2024

Get ready to experience more opportunities for discovery, networking, learning, and career-enhancing connections than ever before at SXSW 2024 from March 8-16. Stay tuned for announcements coming later this summer.

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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.

Beyond the Podium: How Athleta & Allyson Felix Reinvented the Brand/Athlete Partnership

In her final year of competitive racing, Allyson Felix, the most decorated track and field athlete of all time, shared with the world that she was no longer competing for medals, but for a mission greater than any medal or podium: empowering women with better childcare access childcare. Her corporate sponsor Athleta, not only stood by her in this mission, but helped amplify it—co-creating a childcare grant to support other athlete mothers with childcare costs, matching the maternity benefit offered through Allyson’s community-centered footwear brand for and by women, Saysh.