EP255: What turns a sports campaign into a cultural legacy?

What turns a sports campaign into a cultural legacy and not just another viral moment? In this powerful keynote from SiGMA Central Europe 2025, Kyrylo Korobka, Executive Director at Ready to Fight, reveals how sports marketing can move beyond promotion into participation. Drawing on global campaigns with icons like Oleksandr Usyk and Cristiano Ronaldo, Kyrylo breaks down how emotion, symbolism, and storytelling create unforgettable brand moments. From billion-view activations to redefining fan engagement, this session shows how betting and sports platforms can build loyalty, authenticity, and long-term impact in the age of virality.Keynote Speaker:  Kyrylo Korobka, Executive Director at Ready to FightConnect with the iGaming community: https://linktr.ee/sigmaworld