DPAA Summit to Tackle Sports Marketing and Fan Engagement in DOOH
2026-10-08 · via invidis
DPAA's 14th annual Global Video Everywhere Summit will include a session on sports marketing and fan engagement, with executives from Major League Soccer and Omnicom's Mediahub discussing how brands can use digital out-of-home advertising to extend interest generated by the 2026 FIFA World Cup. The event runs Oct. 13 at Pier Sixty in New York as part of Out of Home Week New York, and DPAA says it expects roughly 1,000 attendees from brands, agencies, media companies and technology providers.
For people who operate DOOH networks or sell inventory into sports and entertainment campaigns, the session is worth watching because it points to where ad dollars may flow around the World Cup. MLS chief marketing officer Radhika Duggal and Mediahub CEO Nicole Estebanell will appear in a fireside chat called "Turning FIFA World Cup Momentum Into Local Fandom," built around MLS's "Thanks World, We'll Take It From Here" campaign. MLS describes this as the largest coordinated marketing push in the league's history. The discussion will cover how the league is combining media buys, technology, player visibility and local activations to turn a one-off tournament spike into longer-term engagement with clubs and local markets.
The summit program also includes a broader look at placing DOOH ads around stadiums, transit routes and other locations where sports fans gather, which is the part of the agenda most directly relevant to screen operators and media owners. DPAA cites research from Elevent claiming 66% of consumers are more likely to buy from brands that sponsor sports they follow, a figure the organization is using to make the case for sports-tied out-of-home spending. As with any stat supplied by an event organizer promoting its own agenda, it should be read as a marketing data point rather than independent research.
Other announced speakers include Byron Allen of Allen Media Group, Anthony Scaramucci of SkyBridge Capital, and marketing executives from American Eagle Outfitters and Expedia. The broader program is set to cover DOOH trends, retail media networks, experiential advertising and omnichannel marketing, though the announcement does not detail specific product launches, measurement tools or new ad formats that will be unveiled at the show.
For DOOH network operators and agencies, the practical takeaway is less about the fireside chat itself and more about where large brands are expected to direct spend in the run-up to and aftermath of the World Cup. Operators selling inventory near stadiums, transit hubs and urban fan zones may see this as a signal to pitch sports-adjacent packages now. Registration and the full agenda are available through the DPAA Summit website.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
Major League Soccer's CMO and Mediahub's CEO will discuss how brands can turn FIFA World Cup interest into lasting fan engagement at the Oct. 13 event in New York.
The DPAA Global Video Everywhere Summit will feature a discussion on sports marketing and fan engagement, with executives from Major League Soccer (MLS) and Mediahub examining how brands can capitalize on the momentum generated by the 2026 FIFA World Cup.
Radhika Duggal, chief marketing officer of MLS, and Nicole Estebanell, CEO of Omnicom Group’s Mediahub, will participate in a fireside chat titled “Turning FIFA World Cup Momentum Into Local Fandom.”
The session will take place during the 14th annual summit on Oct. 13 at Pier Sixty in New York City, as part of Out of Home Week New York.
The discussion will examine MLS’s “Thanks World, We’ll Take It From Here” campaign, described by the league as the largest coordinated marketing initiative in its history.
Duggal and Estebanell will discuss how MLS is using media, technology, high-profile players and local activations to convert interest in the World Cup into sustained engagement with clubs and communities.
The session will also explore opportunities for brands and agencies to connect with sports audiences through digital out-of-home (DooH) advertising, including placements around stadiums, transportation routes and other locations frequented by fans.
According to research cited by DPAA from Elevent, 66% of consumers are more likely to purchase from companies that sponsor sports they follow.
The summit is expected to attract approximately 1,000 executives from brands, agencies, media companies and technology providers.
Other scheduled speakers include Byron Allen, chairman and CEO of Allen Media Group, Anthony Scaramucci of SkyBridge Capital, and marketing executives from American Eagle Outfitters and Expedia.
The program will cover developments in DooH, retail media networks, experiential advertising and omnichannel marketing.
Further information and registration are available on the DPAA Summit website