The ‘Sport in Focus’ track at Betting on Sports (12-15 September) will culminate in a session dedicated to next year’s FIFA World Cup, as more than 120 operators and 80 high-level affiliates at #boscon2017 get on ‘The Road to Russia’.

AC Milan Commercial Director Jaap Kalma will be joined by an industry quartet tasked with educating over 1,200 delegates at Olympia Conference Centre on how to engage with a wider audience during Russia 2018, a tournament played at European friendly times.

‘World Cup 2018: The road to Russia’ has been perfectly timed for operators and affiliates seeking to put plans and partnerships in place ahead of the global footballing event. Ideas discussed will be expanded on during more targeted sessions at next year’s Betting on Football, which has been moved forward to 20-23 March to accommodate industry plans for the World Cup in Russia.

The rest of the panel is made up by BetStars Managing Director Zeno Ossko, Superbet Group Director of E-Commerce Jamie Hart, OpenBet Executive Vice President (Sports) Keith O’Loughlin and Shaun Simmonds, who heads up the marketing for  Kenya based sports betting group SportPesa.