Northridge TRACK event: New sports formats

Northridge has partnered with Drake Star Partners for the third in a series of Sports Tech talks, as part of the firm’s Northridge TRACK initiative.

Join us and an exciting line-up of panellists on 20 October (3pm BST) to hear about the rising importance of new sports and new sports formats.  To sign up, please register here.

During the event, the panel will be discussing:

  • How has the rise of OTT enabled the evolution of new sports and new sports formats?
  • How are new sports changing the sports tech landscape?
  • How has the sponsorship market evolved for new sports?
  • What do sports tech entrepreneurs and investors need to know about new sports?
  • What are the predictions for new sports and sports tech in 2022 and beyond?


The panellists we’ve gathered for this event are at the forefront of the latest trends and developments in new sports formats, in particular how those formats are using technology and innovative solutions in a range of exciting ways to engage with fans, host events and push the boundaries of sporting endeavour.  More panellists are to be announced.  Our panellists announced to date are:

  • Roger Mitchell (Moderator), Executive Advisor at Zone 7 (a data-driven AI athlete performance solution). Having started as a journalist in the early 90s covering Italian football for Sky and BBC, Roger moved into investment banking and has been an executive in the music/sport industries for 25 years.
  • Harry Horsley, Co-President, Rights Management, Two Circles (the innovative sports marketing agency with clients including the European Tour, Wimbledon, The Premier League and UEFA). Harry joined Two Circles in November 2020 following the acquisition of TRM Partners (the team behind new rugby format RugbyX), the pioneering, premium white-label sports rights-sales business he co-founded in 2014.  Northridge advised Two Circles on its high-profile acquisition of TRM Partners. 
  • Charlie Dewhurst, Commercial Strategy Director, SailGP, an international sailing competition using high performance F50 foiling catamarans, where teams compete across a season of multiple grands prix globally. Before SailGP, Charlie was Head of Strategy and CSR for the Cricket World Cup in 2019.
  • Yanni Andreopoulos, CEO at SeaBird & Chief Commercial and Marketing Officer at E1 Series. Before joining the world-first electric powerboat series, E1 Series, Yanni was the Commercial Director at the pioneering motorsport series Formula E.

In case you missed it, the webinar is available to watch here: