Representatives from more than 20 Summer Olympic International Federations (IFs), alongside industry experts, gathered in Lausanne, Switzerland, on 4 November 2026 for a workshop organised by the ASOIF Commercial Commission, focusing on pathways towards sustainable commercial growth in an evolving sports landscape.
The in-person meeting provided an opportunity for IFs to exchange experiences, gain insights from industry specialists and assess how changing market dynamics are creating new opportunities to develop and diversify their commercial activities.
Two key areas were at the heart of the discussions: sports data and sports betting. Dedicated sessions examined the commercial potential of both, while highlighting the strategic foundations, organisational capabilities and governance considerations required to approach these opportunities responsibly and effectively.
Unlocking the value of sports data
Mounir Zok, CEO of N3XT Sports, a sports consultancy specialised in the transformation and modernization of the sports industry, introduced the topic of sports data. Zok’s thought-provoking keynote speech explored the different types of data available to sports organisations, the value they can generate and the pathways through which federations at different stages of development can potentially unlock that value.
The subsequent panel discussion brought together three IF distinct perspectives. The International Basketball Federation (FIBA) shared its experience in building the foundations and business case for sports data, while the International Equestrian Federation (FEI) discussed its work combining fan-data development with broader operational data initiatives. Volleyball World shared insights from its experience in integrating fan profiles, analytics and commercial activation.
The conversation highlighted that successful data strategies must reflect each federation's specific circumstances and level of maturity. It also reinforced the importance of establishing robust data foundations, understanding audiences and developing direct relationships with fans before focusing exclusively on monetisation.
Exploring the commercial potential and challenges of sports betting
The second part of the workshop focused on sports betting, taking an educational approach to help IFs better understand the betting ecosystem, the potential sources of commercial value and the considerations involved in engaging with this market.
The session was introduced by Jack Kennedy, Vice President of Anti-Match Fixing at Sportradar, a global sports technology company creating immersive experiences for sports fans and bettors. Scott Warfield, Vice President of Gaming at PGA Tour presented a case study explaining the organisation’s experience in the sports betting space, including how commercial opportunities can be developed alongside considerations around data, fan engagement and integrity. A dedicated panel discussion on the topic of sports betting featured contributions from World Aquatics and World Tennis, offering insights into different experiences, approaches and commercial models within the sports betting landscape.
The International Olympic Committee (IOC), also joined this session, highlighting important integrity, governance, regulatory and reputational considerations associated with sports betting.
A key takeaway was that commercial engagement in this area requires a careful assessment of the wider implications for federations, with integrity considerations remaining central to any potential strategy.
Different pathways towards sustainable commercial growth
Across all sessions, a central message emerged: there is no one-size-fits-all approach to commercial development for International Federations. Differences in organisational size, resources, audiences and commercial maturity mean that each federation must identify the opportunities best suited to its own assets and capabilities.
Antony Scanlon, Chair of ASOIF’s Commercial Commission and Executive Director of the International Golf Federation (IGF), said: “The commercial landscape of sport is evolving quickly, creating new opportunities and challenges for International Federations. This workshop is about helping our members understand where value can be created, from sports data to emerging areas such as sports betting, while sharing practical experiences that can support sustainable commercial growth.”
The workshop reflected the ambitions of the third strategic pillar of the ASOIF Strategy 2026–2032, which focuses, among other priorities, on developing and modernising platforms for shared learning and adding value by addressing members’ priorities and wider developments across the sports sector.