More than 40 representatives from 30 Summer Olympic International Federations (IFs), together with several industry leaders, gathered on 19 November in Lausanne, Switzerland, for ASOIF’s annual Commercial Workshop. The meeting focused on how sport can adapt to a rapidly shifting commercial environment.
From transforming hospitality in the lead-up to LA28, to reimagining digital fan engagement and ticketing, to understanding what brands truly expect from sport and navigating the new realities of media rights, the workshop offered ASOIF’s member federations a platform to challenge established models and prepare for the future.
ASOIF President Ingmar De Vos opened the meeting by setting a forward-looking tone:
The conversations between the IFs, agencies and industry experts help bridge the gap between sport and business. Open dialogue is key to learning from each other and building sustainable commercial strategies for the future. The success of our federations will depend on how well we innovate and collaborate, not just today, but going forward.
Organised each year by ASOIF’s Commercial Advisory Group (CAG), the workshop reflects ASOIF’s ongoing commitment to supporting its member federations as they strengthen commercial strategies and build deeper, more meaningful relationships with fans and partners.
CAG Chair and International Golf Federation Executive Director Antony Scanlon reinforced this message, noting:
The commercial environment around sport is evolving faster than ever. By bringing together leaders from across sport and the commercial sector, we aim to inspire fresh thinking and practical collaboration on the road to LA28 and beyond. This year’s workshop is about embracing and anticipating change: understanding what fans, partners and brands truly value, and exploring innovative ways for IFs to grow sustainably in an increasingly connected and competitive world.
Throughout the day, keynote speeches, panel discussions and interactive sessions explored these themes in depth. Renowned experts from On Location, Jet Set Sports, SHANKAI Sports, SECUTIX, Yellow.global and Two Circles shared emerging trends and practical insights.
The workshop concluded with a shared recognition among IFs and industry partners: the future of sport lies in rethinking how fans and brands are engaged, moving beyond traditional event-centric models toward more data-driven, direct and collaborative approaches that create lasting value long after the Olympic Games.