Renowned experts from different countries came to participate in the conference. Among them: head of digital marketing department "Chelsea" Jerry Newman, Washington's Vice President of Basketball Administration Tommy Sheppard, head of communications department "Bayer 04 Leverkusen" Meinolf Sprink, Brunel University teacher Vassil Girginov and many others. Outstanding speakers shared their experience with the professional audience – about 250 delegates, club owners, top managers and specialists in sports industry. Lectures, cases and panel discussions raised such topical subjects as: effective cooperation with sponsors, spectators, "digital" present and future, establishment and promotion of brand for a sports organization, business education in sport and entertainment during a sports event.

The Russian International Olympic University performed as a partner of the conference. The head of research and development department (RIOU) Nikolay Peshin took part in the panel discussion "Business education and the right recruiting as instruments of increasing sports club activities" which discussed special features of such education in Russian and abroad, needs of developing Russian sports industry in well qualified staff. Nikolay Peshin talked about the new educational programme of the university "Master of Sport Administration", its key peculiarities and advantages.