ESTAAD 2025
CONFERENCE AGENDA

Opening Address by Jessica Smith OAM, Award-winning Paralympian

Exciting times are ahead in Saudi Arabia as we prepare for FIFA World Cup 2034. From world-class infrastructure and transformative sports initiatives to cultural and economic growth, what to expect to witness in the next decade leading to the historic world cup?

Football is a universal language and so too should be the right to host its most celebrated tournament. This session discusses why hosting rights should transcend legacy and geography, and the global impact from opening the door to new hosts.

How shape-shifting arenas host football, concerts, and theatre in quick succession, and why that adaptability fuels year-round fans and revenue.

Explore how Saudi Arabia is anchoring professional, amateur, and grassroots sports to boost participation, cultivate talent, and foster national unity. Delve into the strategies powering a more active, competitive, and connected society.

What happens when sport becomes the heartbeat of a city district? Explore how walkable design, culture, and everyday experiences can elevate quality of life.

How can tech-enabled, multi-purpose venues become epicentres of connection and culture? What is the role of immersive design, adaptability, and location in shaping fan-centred destinations.

Discover the strategies redefining ssocial and environmental sustainability in upthe coming mega-events.

Explore Braga’s transformation into a hub of sustainable development, sporting innovation, and inclusive urban planning.

Explore how strategic investment in sport and digital sectors can unlock new industries and build resilient, future-ready economies.

Explore how nations and cities use major sporting events as strategic tools for global positioning and urban competitiveness, strengthening identity, boosting value, and attracting investment and talent.

Get an insider’s view of the challenges, innovation, and adrenaline that bring the most thrilling, daring and high-risk sporting spectacles to life.

Opening Address by Semra Hunter, Acclaimed Sports Broadcast Journalist

Sports clubs and legacy developers discuss social impact and community engagement and positioning Saudi districts as lasting hubs for sports and culture.

This session dives into how host cities are transforming stadiums into thriving hubs of innovation, culture, and community long after the final game.

Exploring sponsorship as a powerful engine for global visibility, community engagement, and shaping Riyadh’s future as a vibrant destination for business, sport, and culture.

Explore how leadership, transparency, and global partnerships can drive fairness, credibility, and sustainable growth across sporting ecosystems worldwide.

From federations to pioneering series like F1 and E1, discover how they overcome complex challenges, adapt to extreme conditions, and set new standards for the future of sport.

Join us as we explore from women’s most successful club how they become the highest valued women's football club at $250 million.

As women’s sports gain global momentum, federations are driving participation, visibility, and impact. Explore how strategic investment in women is reshaping sport and society.

Discover how venue planning, infrastructure, and operations are evolving to meet the specific needs of para-athletes.

Dive into the winning formula where coaching, leadership, and club management collide, blending tactical mastery with strategic vision to build football empires from the ground up.

Celebrate the remarkable journeys of Saudi athletes and Olympians who turned ambition into achievement. Discover their personal stories of perseverance and grit.

Mother Nature can be unpredictable, but tech has a plan. From perfect surfing waves to right-altitudes, tech got our back.

Forget walking in blind-digital mapping lets athletes and organizers explore every inch of a venue before the action begins. Smarter prep, smoother events, better wins.

Explore how athletes and senior sports leaders leverage their influence to empower women, youth, and underrepresented communities, while fostering social change.

Opening Address by Hanane Spiers, Guiness World Book Records Adjudicator

How to transform spaces into places that bridge imagination with potential, birthing new inventions and meaningful conversations. How to create events site that embrace excitement-returning it multiplied to their communities.

Olympics, World Cups, and mega events don’t just bring crowds, they reshape entire cities. From infrastructure upgrades to economic booms and global recognition, this session show case studies of how host cities leveraged major events decades past their launch.

A behind-the-scenes look at how countries craft powerful narratives through pavilion architecture-blending national identity, innovation, and diplomacy into unforgettable visitor experiences.

Step inside the world’s most advanced venue. From its breathtaking Infinity Screen to next-level digital engagement and premium hospitality, discover how this $5 billion masterpiece sets standards for future stadiums.

From structural systems and compliance with FIFA specifications, to sustainability benchmarks, crowd modelling, and digital integration. A deep dive into the delivery mechanics behind the Kingdom’s most high-profile sports infrastructure projects.

Explore how digital twins, real-time IoT monitoring, and AI-driven insights are transforming how venues are designed, operated, and experienced.

Visionary architects explore how stadium design shapes national identity, elevates fan experiences, and delivers lasting legacies.

Explore how adventure and recreational sports are transforming destinations, promoting wellness, and creating inclusive communities.

Explore how cities and developers can build sports venues that drive long-term value through adaptability, digital integration, and community relevance.

Sustainability isn’t a slogan. It’s a system. Dive into how ESG frameworks are reshaping investment, operations, and design.

Global championship leaders share how capital, innovation, and sustainable strategies are transforming sports and entertainment into engines of growth and international influence.

From genetic research to global ESG standards, discover how science and sustainability are driving measurable advances in athlete health, venue design, and the delivery of world-class mega-events.

Join elite footballers as they discuss their journeys after the game, exploring athlete activism, brand building, life after sport, and how they are using their platforms to leave a lasting impact.

Opening Address by Lucy Hedges, Journalist & Presenter, BBC

Celebrating the trailblazing athletes who broke barriers as the nation’s first athletes on the global stage. From inspiring the next generation to shaping a lasting legacy, their ‘firsts’ are changing the game for young fans in Saudi Arabia and beyond.

Explore how entire cities are being designed for gaming, blending physical infrastructure with virtual experiences to create next-gen esports destinations.

Get raw, unfiltered insights into the mindset, training, and business strategies behind esports domination.

Discover the work behind creating joy and meeting the evolving expectations of audiences through immersive experiences, diverse offerings, and integrated spaces that transform fun seekers into loyal visitors.

Your favourite stars swap stadiums and screens for joysticks and gameplay – paired with top EAFC pros in a 2v2 showdown of skill, strategy, and pure hype.

Are you ready to compete in a world where players own the game, teams run themselves, and the arena is infinite? Moderator: Anna Rozwandowicz, Founder & CEO, The Story Mob

How can federations shape governance, global recognition, and the Olympic future of esports?

How do you turn a viewer into a fan? Find out how interactive platforms, blockchain, and metaverse integrations are reshaping esports fandom.

Esports venues are becoming the ultimate battlegrounds, explore how franchisees fuel arena investments, drive fan engagement, and create billion-dollar opportunities

Learn how brands are driving engagement through esports partnerships, gaming culture, and digital-first marketing strategies.

The journey, the struggles, and the future of competitive gaming.