Sport Beach 2025

Title: Why are Sports So Spirited?

Whether it’s the roar of a crowd or the clink of celebratory glasses, sports and spirits are two of the most powerful cultural connectors, and Diageo is at the center of both. Join Sophie Kelly, Diageo’s SVP of Global Tequila and Mezcal, NBA star and tequila entrepreneur Kyle Kuzma, and NBA Hall of Famer and winery founder Carmelo Anthony as they explore how to build global brand loyalty by tapping into the sports-spirits world that unite fans globally. From courtside collaborations to co-owned labels, discover why spirits have become the next frontier for elite athletes: an arena where investment meets identity, and where partnerships are crafted not just to sell bottles, but to build legacies that scale culture across borders.

Speakers:
Kyle Kuzma, NBA Champion & Entrepreneur
Carmelo Anthony, NBA Hall of Famer, Entrepreneur & Philanthropist
Sophie Kelly, SVP of Global Tequila and Mezcal Categories, Diageo

Moderator:
Asani Swann, Co-Founder, VII(N) The Seventh Estate

Timing:
Thursday, June 19
2:00-2:30pm CEST