How to cut through in sport using data, AI and innovation

Sam Seddon


In the world of sport the competitive landscape is fierce and complex. As big brands but small organisations your product and content competes against global media organisations. Your audience can choose from a cornucopia of sports viewing as well as other entertainment opportunities. The challenge of cutting through is significant.

IBM has partnered with some of the leading global sporting brands for over three decades. In this talk Sam Seddon, head of IBM UK sports and entertainment partnerships will explain how IBM focuses on cutting through for fans, for their clients businesses and for IBM with data, AI and innovation as foundational to the approach.


Photo of Sam Seddon

Sam is the IBM Sports and Entertainment Partnership lead for the UK. This covers IBM's partnerships with Wimbledon and England Rugby. His role covers the identifying and constructing partnership agreements through to the the technicaldelivery and showcase of IBM's industry leading technology.

At Wimbledon Sam has responsibility for managing the client relationship for all the services that IBM provides to The Championships. This includes a team of 180 at peak during the fortnight from capturing data from the courtside, to media services, securitysystems and all digital platforms. He also oversees all marketing activation including the strategy and execution of the advertising campaign thought to performance / events marketing, internal and external communications and on-site hospitality experience.

Sam has won numerous industry awards including Cannes Lion Silver, Campaign Magazine Digital Innovation of the Year and has been recognised by Information Age as one of the top data leaders and influencers in the UK.

Requested 3 times

Lecture languages



AI / AutomationCloud & DataDigital ReinventionSport

Duration options

0.5 hour

Travel/delivery options

In-countryOutside of country: Open for discussionRemote via video conference


United Kingdom

Lecture booking request

Thank you for your interest in hosting an IBM speaker. Please fill out the following form with as much detail as possible. An IBM representative will reach out to discuss your booking request. All guest lectures are subject to availability and agreements under this collaboration are not legally binding.