SVG Sit-Down: Sportel Executive Director Marine Picoulet on What to Expect in Monaco This Month

Sportel 2026 is set to be held in Monaco in less than two weeks (beginning October 19 and Sportel Executive Director Marine Picoulet shared her thoughts on why the 2026 edition is as important as ever in the quickly changing world of sports media rights, distribution, and production. And she also gave a quick sneak peek at panels moderated by SVG and SVG Europe as well as Sportel's plans for Canada in 2027.

SVG: SPORTEL is always a great place to bring the industry together and discuss (and gossip) about the big trends in the sports industry. What do you think will be some of the big business topics and trends that will be discussed in the marketplace as well as the networking areas?

I think some of the biggest business trends and topics discussed will centre around how the sports industry continues to evolve and find innovative ways to adapt in the rapidly changing landscape.

There will be plenty of discussions around how rights holders, broadcasters and platforms maximise the value of their content in an increasingly fragmented ecosystem, as the lines continue to blur between sports media, technology, data, brands and entertainment. Younger audiences particularly, are consuming sport differently, with short-form content, social platforms, creators, gaming and personalised experiences all now important parts of sports business.

Sportel Executive Director Marine Picoulet AI will also dominate discussions and demos as the sports industry moves away from an experimentation phase with gen AI, towards AI integration to enhance content creation, fan engagement, data analysis and commentary for example, while protecting value and authenticity. Plus, the rise of the global sports ecosystem and trending shifts from B2C towards B2B2C models, and how investors are evaluating emerging opportunities across the sports value chain, will be a big part of the discussions.

Commercially, I expect plenty of focus around sponsorship and how brands can create deeper, more measurable connections with fans. SPORTEL's new initiative the CMO Programme , fits perfectly with this shift, highlighting how sponsorship, brands and sports are a two-way growth engine.

And, of course, SPORTEL wouldn't be SPORTEL without plenty of conversations (and gossip!) around the latest deals, partnerships and other potential disruptions happening across the industry.

SPORTEL is definitely the kind of show that you need to experience to really understand its strengths. But what do you see as SPORTEL's strengths compared to other industry conferences and events? What makes it unique?

For me, SPORTEL whether in Monaco or at one of our international markets, is ultimately the value of the face-to-face connections made during the events. After more than 35 years, SPORTEL Monaco is still unique, because it brings together the entire sports media and technology ecosystem in one place. Its strength is not only the scale of the event, but in the quality and diversity of the people who attend - broadcasters, rights holders, leagues, federations, technology vendors, agencies, platforms and other global key decision-makers, enabling the fostering of relationships that can develop or rekindle well beyond the event itself.

Then the unique market floor, with its vibrant, bustling lounges, filled with non-stop meetings and a convention style exhibition floor, paralleled with a carefully curated conference and case study programme, provide a complete 360 industry overview. Plus, of course Monaco is a special setting and a perfect backdrop for client meetings and negotiations, making the whole SPORTEL experience a unique and productive environment for business for the community.

Any tips for a first-time attendee as to how they can get the most out of the show?

SPORTEL doesn't really begin in Monaco anymore - it starts in September, when SPORTEL Connect opens and the agenda-building begins. The attendees who get the most out of their SPORTEL experience, are usually the ones who have done the groundwork before they arrive, identified who they want to meet, and locked those meetings in before calendars fill up. It's important though, to leave time for some ad-hoc moments too! The sports media and technology ecosystem are so interconnected today, that a scheduled conversation with a broadcaster can just as easily lead you to a technology provider, a league, a brand or an investor you hadn't planned to meet - all within the SPORTEL walls. So, the key is to plan well but stay open to where these conversations take you.

A good tip is to combine that structure with the conference and networking programme. Start with a masterclass, carry the thread into coffee breaks and lunches at the Esports Foundation Caf , discover something new at the Pitch Perfect Innovation Contest, and finish the day at the Telstra Happy Hour, one of SPORTEL's most popular networking moments. That rhythm - targeted meetings, plus the conversations they spark - is the real SPORTEL experience.

And, of course, don't miss the opportunity to discover the SPORTEL Awards Ceremony, an international competition recognising the most outstanding sports footage, where Olympic champions and some of the biggest names in sport come together for a memorable evening alongside the SPORTEL business community.

SVG and SVG Europe love the opportunity to connect technology with business decision making and rights at Sportel panel discussions. Why is the conference programme worth the time and attention of attendees?

Across masterclasses, keynotes, customer case study panels and presentations, what defines this year's conference programme isn't just the range of topics - it's how they're designed to intersect. Understanding where the industry is heading requires more than a single lens. Our diverse programme, alongside the market floor,

LINK:	https://www.sportsvideo.org/2026/10/06/svg-sit-down-sportel-executive-...
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