Daniel Ayers

VP Digital Transformation, Seven League

Daniel Ayers

Speaker Bio


Dan is VP of Digital Transformation at Seven League, a London-based sports digital agency now part of IMG following Endeavor's 2021 acquisition of Mailman Group, which Seven League joined in 2018.



He is a senior leader who moved into sport in 2013 following a 14-year career in digital in the music industry, which included six years as Sony Music UK’s Director of Digital.

Seven League work with leading leagues, federations and clubs; Dan's key accounts include Euroleague Basketball, Leicester City, Newcastle United, Fulham FC and the R&A.



Digital transformation in this context means executing the client's digital strategy- it's a 'doing' discipline, across owned platforms and tech stack, digital stadium integration, CRM, analytics & insight and organisational digital DNA.

Sometimes that's as (theoretically) simple as being a translator between business needs and software developers. Often it involves chasing down useful insights from the 5% of data that isn't unremarkable or misreported.

In all cases it means raising the overall digital competence of the organisation from CEO down.