Every Fan Counts: The Future of Holistic Sports Measurement

Sports viewership has been consistently undervalued due to fragmented and incomplete data. Traditional measurement methods fail to capture the full picture of how fans engage with games, leaving critical insights—and opportunities—on the table.

This panel brings together leaders across networks, sports analytics, advertising and athletes themselves to address the urgent need for a more holistic approach. We’ll explore innovative methodologies redefining viewership metrics, the direct impact of accurate data on athlete valuation, and how technology is transforming the relationship between fans, leagues, and sponsors.

Get ready for actionable insights and a fresh perspective on what it takes to truly measure the value of sports.

Speakers: 

• Lauren Macuga – U.S. Ski Team 
• Alli Macuga – U.S. Ski Team 
• Luc Bondar, Chief Operating Officer and President of MileagePlus, United Airlines
• Cara Lewis, Chief Investment and Activation Officer, dentsu
• Josh Hudgins,  Chief Product Officer, VideoAmp

Moderator: Sophie Goldschmidt, President & CEO, U.S. Ski & Snowboard