As the pace of technological change accelerates, the marketing rulebook is no longer just being rewritten — it's being deleted. In this bold and entertaining keynote, Dan Macaulay, Founder of leading sports marketing consultancy, Brandwave, challenges the many of the sports industry's most established beliefs. Using recent marketing case studies from Nike and Nutella to Levis and Amazon, Daniel explores whether marketing is evolving through AI… or being replaced by it.