Athletes are heroes of our time and living legends for many fans. But how can the step from top-class sport to a successful sports brand be taken in the future in a constantly changing media landscape and with the ever-increasing importance of social media? This raises questions that will point the way forward for sports in the future: - Free TV/ Pay TV / OTT / Online / Print - on which channels will athletes and sports reach their fans and sponsors in the future? - What opportunities does social media offer to reinvent itself? - How is sports consumption changing and what challenges does this pose? Representatives of the innovative media companies DAZN, Sportradar and Athletia Sports will discuss this with decision-makers from the ÖSV and the Austrian Football League, as well as with Alexandra Meissnitzer and Gregor Schlierenzauer, who as the most successful ski jumper of all time has long since become a successful sports brand himself and a legend for fans. PANEL: Christian Ebenbauer / ÖFBL Board, Lukas Klumpe / Athletia Sports, Carsten Koerl / Sportradar, Alexandra Meissnitzer / ex-ski racer, Benjamin Reininger / DAZN, Peter Schröcksnadel / ÖSV